The document summarizes a marketing campaign run by trnd and BzzAgent to promote Havaianas Rain Boots across multiple European countries. The campaign invited over 555,000 women to participate through digital channels and provide feedback. It generated over 2 million consumer conversations about the brand and product and exposed the rain boots to over 900,000 people through user-generated content. The campaign was successful in significantly increasing awareness and positive impressions of both the Havaianas brand and its rain boot collection.

1. CASE STUDY | FASHION
In order to enhance awareness and market insights on the Havaianas
Rain Boots, we ran a campaign combining massive digital seeding and
product and category research. The campaigns were orchestrated by
trnd in France, Spain, Portugal, Italy and Germany; and by trnd’s
partner, BzzAgent, in the UK.
The process
Campaign Details
The trnd Word-of-Mouth Marketing campaign format *IdeaWOM is
designed to transform connectors into products/brands consultants by
integrating them actively into marketing processes and asking for their
opinion. We created a project microsite and we invited the trndmembers to take part in the biggest European style debate about
Havaianas and its Rain Boots collection.
Country
Campaign duration
France
09.10.2013 – 06.11.2013
United
Kingdom
05.11.2013 – 03.12.2013
Italy
12.11.2013 – 10.12.2013
Portugal
12.11.2013 – 10.12.2013
Consumers’
trnd – 4 Cité Paradis – 75010 Paris – Tel + 34 9 34 53 72 71 – E-mail : presse@trnd.fr
Winners
insights
Overview of the Havaianas IdeaWOM campaigns.
15.10.2013 – 12.11.2013
Spain
Involvement
09.10.2013 – 06.11.2013
Germany
Seed
Invite
555,044 Women
Engage
66,781 Participants
Thank you
200 Gift packages

2. CASE STUDY | FASHION
Participants activity
Havaianas
France
Germany
Spain
Italy
Portugal
Women invited
71,852
297,829
88,222
69,844
27,297
Participants
14,055
17,016
12,892
16,417
5,401
Surveys
completed
17,236
17,780
18,266
23,764
7,545
Comments
6,166
7,719
7,643
21,133
3,226
Visits
67,991
61,590
56,907
79,403
25,063
Page views
164,858
143,316
141,991
256,464
67,272
trnd – 4 Cité Paradis – 75010 Paris – Tel + 34 9 34 53 72 71 – E-mail : presse@trnd.fr

3. CASE STUDY | FASHION
Blog
Contact with the company
Introduction of Havaianas team on the campaign blog.
This increases the involvement of the connectors and
gives the brand a face.
8
posts published on the blog
45,887
50,853
trnd – 4 Cité Paradis – 75010 Paris – Tel + 34 9 34 53 72 71 – E-mail : presse@trnd.fr
comments on the blog
answers to the opinion polls

4. CASE STUDY | FASHION
“Did you know the brand Havaianas before this project?”
100%
8%
80%
34%
31%
11%
8%
44%
Yes, I have already bought a
product of the Havaianas
brand
46%
67%
60%
21%
21%
7%
20%
7%
Yes, I think I had heard
about Havaianas before
29%
26%
7%
6%
18%
20%
40%
22%
9%
73%
38%
41%
Yes, but I never bought a
product of the Havaianas
brand
No, I did not know about
Havaianas before this
project
6%
0%
Total
(n=65,781)
France
(n=14,055)
Germany
(n=17,016)
Spain
(n=12,892)
Italy
(n=16,417)
Portugal
(n= 5,401)
[Source: Application forms, n= 65,781]
trnd – 4 Cité Paradis – 75010 Paris – Tel + 34 9 34 53 72 71 – E-mail : presse@trnd.fr

5. CASE STUDY | FASHION
“What is your general impression of the Havaianas Rain Boots? (Scale from 1 “Very negative” to 7 “Very positive”)?”
6,3
6,4
Total
5,9
6,1
France
6,2
6,4
Germany
Initial measurement
6,3
6,4
6,5
6,6
Spain
Italy
Final measurement
6,4
6,5
Portugal
[Sources: Initial measurement, n = 45,052
Final meausrement, n = 39,605]
trnd – 4 Cité Paradis – 75010 Paris – Tel + 34 9 34 53 72 71 – E-mail : presse@trnd.fr

6. CASE STUDY | FASHION
Overall Opinion (UK)
Pre
+56
Post
+10
91%
84%
81%
28%
Havaianas Wellies
Benchmarks
BzzAgent UK:
Product (Opinion)
39% -> 78% (+39)
n = 775 *Data based on Pre & Post Campaign Surveys
BzzAgent Proprietary & Confidential 2013
Page
Brand (Opinion)
60% -> 89% (+29)
Havaianas Brand

7. CASE STUDY | FASHION
“Did you already know about the Havaianas Rain Boots before this project?”
100%
1%
22%
1%
6%
7%
16%
2%
30%
80%
1%
2%
26%
11%
43%
11%
12%
Yes, but I have not bought
them yet
12%
60%
16%
87%
40%
65%
72%
56%
61%
20%
Yes, I have already bought
them
40%
Yes, I think I had heard
about them before
No, I did not know the
Havaianas Rain Boots before
this project
0%
Total
(n=44,986)
France
(n=9,517)
Germany
(n=9,121)
Spain
(n=9,934)
Italy
(n=12,390)
Portugal
(n=4,024)
[Source: Initial Measurement, n = 45,098]
trnd – 4 Cité Paradis – 75010 Paris – Tel + 34 9 34 53 72 71 – E-mail : presse@trnd.fr

8. Awareness
555,044 women were invited on trnd and BzzAgent.
38% of the participants (G0) did not know the brand and 65% did not know the Havaianas
rain boots before the project (cf. Initial measurement).
Visits: 290,954.
Pages view: 773,901.
A total of 54,258 online brand touchpoints generated (incl. comments, photos, articles,
reviews, tweets, etc.).
WOM
CASE STUDY | FASHION
2,008,768 conversations on the trnd campaigns and 261,001 conversations on the
BzzCampaign.
The guarantee was of 600,000 conversations.
Online reach of 906,530 of the 54,258 UGC.
trnd – 4 Cité Paradis – 75010 Paris – Tel + 34 9 34 53 72 71 – E-mail : presse@trnd.fr

9. trnd
the real network-dialogue, S.L.
Contact : Elise Gazengel
4 Cité Paradis
75010 Paris
France
Phone
(+34)934 537 271
Fax
(+34)934 514 288
E-mail
elise@trnd.fr
Web
www.trnd.fr/company