Donna Beauty Pompeia: a place to discover yourself.
2018 Finalist

Donna Beauty Pompeia: a place to discover yourself.

Grupo RBS

Porto Alegre, Brazil

Category Innovations and Profit Centers

Overview of this campaign

Getting your nails done, checking out the latest fashion trends and having coffee with friend: these typically female experiences provide women of different ages with moments of well-being and leisure. The idea behind Donna Beauty Pompéia is to offer all of this in one venue, making it a place for women to discover themselves. The project, which is a partnership between Donna and Tornak Participações e Investimentos, seeks new sources of revenue and production of content for the brand's magazine and other platforms, while also strengthening the relationship with consumers of this content.
To attract a female audience, there’s nothing better than combining in one location everything related to fashion and beauty, ranging from retail and services to events designed especially for women. To make themselves more beautiful and fashionable, Donna readers can find a beauty salon, aesthetics clinic, café and fast fashion store at Donna Beauty Pompéia. The 400 m2 complex is located at the University of Vale do Rio dos Sinos (Unisinos), in a prime area of Porto Alegre, where around 12,000 people circulate daily. Launched officially on October 5th at an event for 300 guests, the venue also features the newsroom of Donna magazine, where reader are welcome to chat with the journalists.

Results for this campaign

In less than one year of operation, Donna Beauty Pompéia has already achieved positive results in terms of expansion of the content’s impact, community engagement and exceptional financial results, already guaranteed and with potential to increase.
The events carried out in the first three months attracted over 500 people. Special activities also make it possible to monitor the impact of the brand, such as the meeting with ten influencers sponsored in November. The posts about the experience on their timelines totaled over 30,000 likes and 520 interactions; and Donna magazine's live coverage of the event racked up more than 26,000 views.
The programs broadcast on the brand's social networking websites garnered more than 80,000 views and the magazine's fan page on Facebook gained more than 2,500 news fans in the period. Apart from that, from October to December, over 700,000 people were reached with posts about the project on the social networking websites of Donna, Zero Hora and the RBS Group.
The project currently receives sponsorship from the Pompéia fast fashion shop, expected to total BRL 2.3 million by the end of the first three years of the project. There are also royalties on the revenue from the RhedCo beauty salon and Onodera aesthetics clinic, which are projected to reach BRL 373,000 over the course of three years. Future commercialization of these assets has the potential to increase revenue by more than BRL 1 million in the next three years.


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