Let Them Speak

CLIENT

Seda

SCOPE

Market leader Seda is present in 60% of Brazilian homes. The challenge now is to make the brand a part of the conversations as well. In a scenario where competitors are gaining ground when it comes to perceived value and differentiation, the partnership with OUT OF OFFICE emerges to change this game. Our work has been to transform Seda into a topic of conversation, connecting innovation, content, influence, and behavior to generate desire, social proof, and relevance continuously. All this from a social-first perspective, at the pulse of culture, where the brand stops simply communicating and becomes part of what is happening.

Seda Amino-Silk is a high-performance haircare line, but it faced a gap between what the product is capable of achieving and how its users, the Sedosas as we call them, actually talked about their hair after using it. The challenge was to refresh the brand’s language without changing the formula and rebuild trust through authenticity.

So we invited consumers to take over the narrative. Real comments about Seda Amino-Silk, originally shared on social media, replaced the brand’s technical claims and took over campaigns across the streets, social platforms and creator content, turning a social-first idea into proof that when a product truly works, the strongest voice is the people’s.