BRING THE HEAT

Production and Influencer Marketing

Sol de Janeiro is an American beauty brand inspired by Brazilian history and culture. The name Sol de Janeiro simply means the “Sun of January,” as that is when the sun peaks during Brazilian summers. Over the past couple of years, the brand has experienced significant growth on the Swedish market, thanks to their popular body creams and fragrance sprays.

Highlights

  • The return on investment (ROI) was remarkable, with 4,645,311 exposures, translating to a cost of 0.09 SEK per view based on the event budget.

  • The count of organic in-feed social media posts reached 15, marking an exceptionally strong outcome for a single evening event.

  • The event elicited overwhelmingly positive sentiment and feedback from guests, elevating perceptions of Sol de Janeiro as a brand.

  • The display of the products was well-appreciated by guests. Everyone grabbed at least one Sol de Janeiro product as they left the event, resulting in more content on social media.     

  • The popular branded photo booth and folding fans were frequently used, resulting in even more organic content on social media featuring Sol de Janeiro, both during and after the event.

Services we offered

  • Concept development

  • Pre-production, execution and post-production

  • Guest management

  • Advice / sounding board

  • KPI-reporting

Bring The Heat with Sol de Janerio


      – production and influencer

marketing case

Background

In 2023, the brand partnered with entrepreneur and influencer Alice Stenlöf to serve as an ambassador and participate in campaigns. To promote the brand's collaboration with Alice Stenlöf a large mural artwork showcasing Sol de Janeiro was painted on a house facade on Grev Turegatan in central Stockholm. Ambassador Alice Stenlöf participated in the creation of the mural and endorsed it with her signature.

Mission 

HOSS Agency was commissioned by Sol de Janeiro to produce and execute an event with the aim to generate buzz and awareness surrounding the collaboration with ambassador Alice Stenlöf connected to the mural campaign. Moreover promoting Sol de Janeiro as a brand and their products. To successfully achieve this we organized a dinner party experience at the strategically selected restaurant TED, situated right next to the mural. To fully emphasize and catch the attention of arriving guests and passersby we coordinated a dynamic light show highlighting the artwork. We split the event into two parts and then integrated them, with the goal to engage as many individuals as possible and reach a wider target audience.

Results

HOSS Agency developed the concept ‘Bring The Heat’ to align with Sol de Janeiro's brand values. Transforming a cold, rainy October evening in Stockholm into a steamy, vibrant celebration with a Brazilian feel. To reinforce Sol de Janeiro's brand identity further, HOSS Agency incorporated tailor-made folding fans, linen napkins, menus, and a frequently used photo booth, all in Sol de Janeiro branding. Hero products were prominently displayed throughout the venue as part of the table settings and overall decor. Flowers, greenery, and lighting in red and orange hues were installed to instill a warm and vibrant atmosphere. Together, these carefully selected details provided a multitude of content creation opportunities for the guests.

The full event was divided into two parts, beginning with an intimate 9-course dinner experience hosted by Alice Stenlöf for her 35 close friends. This part of the event aimed to enhance the authenticity of Alice Stenlöf as a brand ambassador for Sol de Janeiro. To further underscore this, the guests were given exclusive Sol de Janeiro goodie bags gifted by Alice.


As the evening progressed, the music intensified, and 75 additional guests were welcomed to join the celebration. The attendees were treated to a lively party filled with pizza, drinks, mingling and lots of dancing, along with Sol de Janeiro products to bring home. As each of the two parties arrived at the event, HOSS Agency set off the light show accentuating the mural artwork. Resulting in guests as well as passersby stopping to fully admire the spectacle.

ATTENDING GUESTS 

HOSS Agency curated a guestlist comprising a mix of artists, creatives, and influencers within the fashion and beauty industries. Carefully selecting authentic brand-building profiles with large followings, reaching Sol de Janeiro’s primary target audience.  A total of 110 guests attended the evening including some of Sweden’s most influential names. Notable attendees constituted the entrepreneur & influencer Bianca Ingrosso, artist Benjamin Ingrosso, creative director & photographer Paul Edwards, artist Sabina Ddumba, and model Joanna Pincerato. HOSS Agency always strives to create a diverse and inclusive guestlist, with no exception for this event. 

 

THE HOSS EFFECT

SUMMARY OF THE RESULTS (KPI)

  • Amount of published social media posts: 259 

  • Impressions: 4 645 311

  • Reach: 4 191 185

  • Engagements: 81 438