Tilibra Selfie, Those Who Are Fans Use Tilibra
Tilibra
Issue 36 | September 2015
Agency
Talent Comunicacao e Planejamento Ltda
Creative Team
Creative Vice President Joa~o Livi Creative Directors Eduardo Martins, Philippe Degen Creative Team Rodrigo Scapolan, Luiz Paccillo
Date
May 2015
Background
Tilibra was the market leader for school supplies in Brazil, manufacturing and supplying notebooks.
Tilibra simply wanted to get closer to their users, kids more connected to their smartphones than to their notebooks.
Idea
Tilibra already used their target's favourite characters on the covers of their notebooks. Now they launched an app that allowed kids to create selfies with their idols and share these images across their social networks.
Results
Licensors who originally refused to collaborate now wanted to join in when there were over 400,000 downloads of the app. It became the #1 search trend on App Store Brazil and the #3 most downloaded photography app ever with 4,500 uploads to #tilibraselfie on Instagram. In all, the campaign reached 20m people.
Our Thoughts
How do you get kids to love a notebook company? That would have been one tough brief. But to talk to kids in the language they understand, the language of mobile, was oh so clever. The selfie continues to be a cultural phenomenon and Tilibra tapped into it beautifully.