Case de engajamento digital desenvolvido pelo time da Edelman Digital entre 2009 e 2010 para a L'acqua di Fiori.

1. NOMINATION BALLOT
2010 Chairman’s Award for
Quality Client Service
L’acqua di Fiori
April 9
How to renew a brand
using social media
Edelman Brazil | Rua Joaquim Floriano, 820 – 20º Andar – Itaim Bibi – São Paulo / SP – CEP: 04534-003

2. Quality Client Service Award Submission ........................................ 03
The beginning of the partnership ..................................................... 05
L'acqua di Fiori returns to the spotlight ............................................ 08
L'acqua di Fiori and the relationship with franchisees ....................... 11
ROI: return over investment ............................................................. 13
The real outcome: change in consumers behavior ……………....... 14
Nomination Ballot | 2010 Chairman’s Award for Quality Client Service | L’acqua di Fiori

3. Team Member’s Names
Ronald Mincheff, Managing Director, Sao Paulo
Thiane Loureiro, Regional Director, Edelman Digital Latin America
Thais Silva, Assistant Account Executive, Sao Paulo
Office Location(s) of Team
Sao Paulo, Brazil
Name of Client Company and Client Contact
L’acqua di Fiori
Patrícia Magalhães, Sales Manager
Name of Program or Campaign
L’acqua di Fiori: How to renew a brand using new media
Nominated by
Thiane Loureiro, Regional Director, Edelman Digital Latin America
Nomination Ballot | 2010 Chairman’s Award for Quality Client Service | L’acqua di Fiori -3-

4. The change of focus from product sales to the consumers’
needs reflects a change in the way of thinking. Companies must
think from the outside to the inside, as the new consumers tell
us what they want and how they want it.
For L'acqua di Fiori the work done by Edelman was significant.
The development of online actions and the effective
monitoring resulted in excellent outcome. It is worth
emphasizing the efficiency of the team responsible for the care
and development of strategies. A partnership focused on
results is only possible with compromised people.
Patrícia Magalhães, Sales Manager, L’acqua di Fiori
Nomination Ballot | 2010 Chairman’s Award for Quality Client Service | L’acqua di Fiori -4-

5. ACHIEVEMENT: Responsibly identifies the client’s objectives and assembles the right
mix of skills and resources to meet them.
Almost three years ago, Edelman Brazil Some findings were also important so the
began the digital movement in the São client could have a clear notion of its
Paulo office. Pioneer in the market, it was image in the market:
the first PR agency in Brazil to join the
quality of the communication services
and the power of new media. In 2009,
Edelman Digital team was presented to
the challenge of developing a Valentine’s
Day job to L’acqua di Fiori, a national
perfume and cosmetics producer founded
30 years ago. Throughout the
development of the proposal, we heard
the same comments: “L’acqua di Fiori? With the approval of the proposal, we
But does this company still exist?” developed an online communication
strategy for L’acqua di Fiori, which
included the generation of content for the
Since the 1980s, Brazilian consumers Valentine’s Day hotsite, creation of
haven’t heard about L’acqua di Fiori. The cultural contest, management of official
company, famous in the past for the channels on Twitter, Orkut and YouTube,
perfume production, was away from besides the creation of relationship with
people’s mind. With all these signals, the beauty blogosphere.
Edelman decided to do a research to
support the proposed actions, which It is important to say that in Brazil the
confirmed the comments above: beauty blogosphere reached an
important level of influence, equivalent to
the traditional media. The bloggers are
:: 100% remembered the brand
respected as specialists and brands treat
:: 51% never used its products blogs as important communication
:: 49% didn’t know the products vehicles.
:: 28% considered the brand popular
:: 14% thought the brand was declining
Nomination Ballot | 2010 Chairman’s Award for Quality Client Service | L’acqua di Fiori -5-

6. Summary of the results to the Valentine’s Day job (22 days)
:: 23,364 visits to the hotsite on the campaign period
:: 13% increase on the new visits rate (71, 78%)
:: 781 entries on the cultural contest
:: 37 spontaneous posts in blogs about the campaign
:: 314 followers on Twitter
:: 36 spontaneous tweets about the campaign
:: Almost 3,000 views on the video channel
Nomination Ballot | 2010 Chairman’s Award for Quality Client Service | L’acqua di Fiori -6-

7. Posts on the main Brazilian feminine blogs (click on the image to go to the post)
The results achieved on the web by the Valentine’s Day job opened L’acqua di
Fiori doors for Edelman. The client was pleased about the results and asked
for a retainer proposal, which was rapidly accepted and assured great results.
Nomination Ballot | 2010 Chairman’s Award for Quality Client Service | L’acqua di Fiori -7-

8. ACHIEVEMENT: Delivers informed analysis, strategic thinking, effective writing,
breakthrough creative and sound measurement with intelligence and ingenuity,
timeliness and accuracy.
With the beginning of a continuous online
relationship work for L’acqua di Fiori,
Edelman developed a long term strategy.
In each internet universe, the work was
done in a specific way, to optimize the
results and approximate the brand more
and more to its consumers.
Hotsites | 287,000 visits to 5 hotsites
During the second semester of 2009,
Edelman developed five hotsites for
L’acqua di Fiori. Three of them were
related to products launches (make-up,
male and female perfumes) and two were
associated to commemorative dates
(Valentine’s Day and Christmas). Together,
the hotsites received more than 280,000
visits, an extremely high number that
exceeded the average of visits in the
same period of 2008. All the hotsites
were thought to have a relevant and
interactive content. Therefore, they have
become attractive and users spent an
average of 5 minutes online in the
hotsites.
Hotsites developed in 2009
(click in the image to go to the hotsite)
Nomination Ballot | 2010 Chairman’s Award for Quality Client Service | L’acqua di Fiori -8-

9. Cultural Contests | 4,500 entries
As a way to interact directly with the
consumers and increase even more the
awareness of the brand, Edelman used
the cultural contests. We received 750
entries in each of the six contests
developed on the hotsites, Twitter and
Orkut. The majority of the prizes were
products kits, which reduced to almost
zero the cost of the actions.
Blogosphere | More than 100
spontaneous posts
As we said before, the influence of the
beauty blogosphere became higher in
Brazil over the last years. The bloggers
form a network: they know each other,
read and link each others’ blogs.
Together, they have millions of readers.
For that reason, our major online
communication strategy for L'acqua di
Fiori was the individual approach with key
bloggers. This way, they feel privileged by
the brand. By the time of product
releases, the bloggers receive the new
products to test and, if they wish, write
about them. Based on major blogs, other
bloggers end up posting about it Spontaneous posts about L’acqua di Fiori
spontaneously. (click in the image to go to the post)
Nomination Ballot | 2010 Chairman’s Award for Quality Client Service | L’acqua di Fiori -9-

10. Twitter | 1,245 followers YouTube | 10,450 views in 10 videos
The Twitter’s profile is used to share news L’acqua di Fiori channel on YouTube hosts
and curiosities about the female world. the campaign videos of the products
The posts are not restricted to L'acqua di launches. Each video was seen, in
Fiori and its products; the channel works average, 1,000 times.
as a great source of information for those
who want to keep posted about the world
of beauty, fashion and style. Twitter
followers compliment L’acqua di Fiori for
the variety of information on the channel,
which also honors the bloggers by
spreading the contents of their blogs.
Orkut | 202 members
Orkut is the most popular social network
in Brazil and the first massive adopted by
the users. L’acqua di Fiori official
community on Orkut hosts all the
information and news about the brand in
just one place. The users who want to be
updated about the launches, hotsites and
other news can became members of the
community. The profile is used as a
relationship tool with other communities
related to the brand’s universe, like
beauty, perfumes and cosmetics.
Nomination Ballot | 2010 Chairman’s Award for Quality Client Service | L’acqua di Fiori - 10 -

11. ACHIEVEMENT: Values the client’s perspective and anticipates its needs.
L’acqua di Fiori is a family business that
works with the franchise system. For that
reason, keeping a good relationship with
franchisees is as important as being close
to consumers. In a meeting with the
client, Edelman noticed fragility: the
franchisees still had doubts about the
quality of L’acqua di Fiori communication,
because they didn’t know all the work
that had been done. Besides that, they
ignored all the positive comments about
L’acqua on the media and especially on
the internet.
Edelman then suggested the creation of
an online newsletter to cover this gap and
get closer to the franchisees. The bulletin
“Por Dentro da L’acqua di Fiori” (Inside
L’acqua di Fiori) was received with joy and
compliments by the franchisees. In the
first edition of the newsletter, the links to
the articles were clicked 1,410 times.
Nomination Ballot | 2010 Chairman’s Award for Quality Client Service | L’acqua di Fiori - 11 -

12. “I love it! It is very important for us to know the news, products launches and what is being
said about L’acqua di Fiori. Congratulations on the initiative!”
“As a recent franchisee, I couldn’t understand why there wasn’t a communication channel
as handy as this one you just adopt. Well, congratulations… better late than never.”
“Hi! Congratulations on this new communication channel. It’s a real proof of interaction
between franchise / franchisee / customer.”
“We are writing this email to congratulate you on the initiative of creating L’acqua
informative. It was a really great idea. We really missed something like that and now we
can feel part of L’acqua di Fiori.”
Nomination Ballot | 2010 Chairman’s Award for Quality Client Service | L’acqua di Fiori - 12 -

13. ACHIEVEMENT: Is consistently committed to the smart financial management of the
client’s business.
One of the main goals of the digital
communication work developed by
Edelman was to impact the increase of
the sales in the L’acqua di Fiori virtual It is important to highlight that all work
store. The sales in the virtual store are was performed within the scope of the
important to the company because the contract and hasn’t impacted at any extra
profits go directly to the company, cost to the client. Moreover, Edelman
without going through franchisees. managed to close a semester agreement
with the supplier of hotsites’ layout and
Using the Google Analytics tool installed programming, which facilitated the
in L’acqua di Fiori website, Edelman payment and reduced the unit cost of the
measured the amount of sales during the hotsites for L'acqua di Fiori.
period in which the online actions took
place (May 29 to December 31). In this
period, 7,096 sales were effective. In the
same period of 2008, 5,644 were
effective.
Nomination Ballot | 2010 Chairman’s Award for Quality Client Service | L’acqua di Fiori - 13 -

14. ACHIEVEMENT: Produces results that go beyond media relations, for example,
increased third party alliances, product sales or share of market, target audience
behavior change, expanded contract fees for Edelman, extended work to other
Edelman practices or offices, outstanding E2s, etc.
After six months of intense work for These results demonstrate that the brand
L’acqua di Fiori, Edelman São Paulo digital has achieved its primary goal, to engage
team is proud to have developed an the consumers and enhance its
online communication program which mindshare. Daily, bloggers and consumers
fully impacted on how the company is come to us searching for news,
seen in the market by its customers and information about releases and to
business partners. We can even see a compliment the brand and the quality of
change of costumer behavior in relation its products.
to the brand: daily, L'acqua di Fiori is
165% more spontaneously mentioned on The launch of the new makeup line,
Twitter and 60% on blogs. developed primarily on the internet, was
a huge success and put L'acqua di Fiori
Besides that, Edelman’s work directly next to international brands like MAC and
impacted the number of visits to the URL L'Oreal.
www.lacquadifiori.com.br, where the
hotsites were hosted during a period and At the end of six months, the client
the virtual store was in the first plane for responded the E2 Review with an average
the rest of the time. score of 8.59, more than 9 points for
performance, service and people. For all
that, L'acqua di Fiori has renewed its
contract with Edelman for 2010, with a
22% increase in monthly fee.
Moreover, because of the 30th birthday
of the company to be celebrated in 2010,
the client asked for a full public relations
proposal, which also includes Consumer
practice.
Nomination Ballot | 2010 Chairman’s Award for Quality Client Service | L’acqua di Fiori - 14 -

15. Edelman Brazil | Rua Joaquim Floriano, 820 – 20º Andar – Itaim Bibi – São Paulo / SP – CEP: 04534-003