Drop: A New Era, After Them.
Where curation met daily habit, the audience chose to become the proof.
brand
Epoca Cosmetics
market
Brazil
format
Sponsored Drop
duration
31 days
19.2%
OF VIEWERS BECAME CREATORS
[THE BRIEF]
Making a benefit that feels distant tangible
Asian beauty (K-beauty/J-beauty) carries a stigma: it reads as niche, expensive, or 'something Gen Z influencers do'. A shop-window ad can show the product, but it cannot prove the product fits into a real person's routine, in a country where these brands are still gaining ground and are not yet familiar to everyone. Época needed proof it could not manufacture itself: real consumers using the products it sells in its own e-commerce, in their own routines.
[GOALS]
- •Position Época as the name Brazilian consumers associate with Asian beauty, proven through the routines of real customers rather than brand claims.
- •Drive qualified traffic into Época's Asian beauty curation from an audience that has already spent time with the products on screen.
- •Encourage trial and first purchase of lines still unfamiliar in Brazil by showing them inside routines people can picture themselves following.
[THE DROP IDEA]
Real routines. Ranked by a real community.
DUIU turned Época's brief into a single ranked Thread. Creators were invited to show how Asian beauty products fit into their own routine, from layered skincare to hair products. Every Reply entered the same competition. The community watched, voted, and pushed the strongest videos to the top of the ranking, not because Época picked them, but because other consumers did. A click is not a video Reply. A like is not filming, editing and publishing something under your own name. On other platforms, the view is where the campaign ends. On DUIU, it is where participation begins.
A simple question, real routines.
WHAT EPOCA BROUGHT
- •Products from its Asian beauty curation
- •Campaign brief direction
WHAT DUIU HANDLED
- •Drop structure and ranking mechanics
- •Creator activation and seeding
- •Campaign surface and moderation
- •Participation data and reporting
WHAT THE COMMUNITY CREATED
- •25 video Replies, real routines
- •108 community votes
- •Ranked proof around the theme
More replies → more sharing → more people joining.
THE DROP
[THE VIDEO THAT STARTS THE THREAD]
A New Era, After Them
@EPOCACOSMETICOS
You know that Asian beauty product you tried and could never stop using? Época Cosméticos wants to know which one was yours. Reply to the Drop, show the Asian beauty product that changed your routine, and tell us why there's no going back. The community votes, the best rise in the ranking, and prizes unlock as more people join in.
SÃO PAULO
·108 VOTES
·SILVER
RULES & REQUIREMENTS
[BRAND SAFE BY DESIGN]
To keep the Drop fair, useful, and brand-safe, every entry had to follow clear rules.
- •Original video, created by the participant
- •Connected to the theme
- •Ranked by community votes only
- •Entries reviewed against platform and campaign rules before going live
- •18+ and Brazil residency required for prize eligibility
- •EPOCA and DUIU reserve the right to remove entries that break the rules
This gave participants room to interpret the brief their own way, while keeping the Drop inside a controlled brand environment.
REWARDS STRUCTURE
[DYNAMIC PRIZE UNLOCKS]
DROP COUNTDOWN 31 DAYS
THE PRIZE WAS THE ROUTINE ITSELF
The reward continued the story rather than interrupting it: a routine shown on camera became a routine to keep, and the ranking meant winners were chosen by the community watching, not by the brand.
More replies → more sharing → more people joining.
4
UNLOCKABLE TIERS
LAUNCH CREATORS
[THE SEED BEFORE THE COMMUNITY ARRIVED]
155K followers
@juhsasaki
54,7k followers
@norimeke
34,8K followers
@luiz_cantu
35,7K followers
@emilyeliel
22K followers
@a.lorenunes
79,1K followers
@rainharude
100K followers
@alessandramora
23,6K followers
@fehsette
COMMUNITY RESULTS
ROUTINES TOOK THE CONVERSATION FURTHER
The Drop pulled in creators across different routines and formats, from layered skincare and hair care to first-time reactions and everyday shortcuts. What started with a seeded group grew as creators outside the original audience filmed their own version and joined the ranking.
The Podium.
TOP 1
COMMUNITY WINNER
@fehsette
Products we buy again and again
21 VOTES
·Bioré Sunscreen FPS 50 50G
TOP 2
RUNNER UP
@rosamariawasem
A list of products
20 Votes
·Bioré Sunscreen FPS 50 50G
TOP 3
RUNNER UP
@gabigyn
Simple and direct
13 VOTES
·NO PRIZE
Community Highlights.
@emilyeliel
Bioré DUO
9 VOTES · BRONZE PRIZE
@lorenanunes
From skincare to makeup
9 VOTES · BRONZE PRIZE
@norimeke
Asian beauty faves!
6 VOTES · BRONZE PRIZE
@luiz_cantu
Top three asian products
4 VOTES · BRONZE PRIZE
@anasuptitz
If I had to choose
3 VOTES · BRONZE PRIZE
ÉPOCA TURNED ATTENTION INTO PARTICIPATION
By the numbers.
19.2%
Viewer-to-reply conversion
% of viewers became creators.
1 in 2.4 people who viewed the Drop created a video reply. A video reply is a larger act than a click, like, or comment.
ATTENTION
10,224
FEED IMPRESSIONS
550
UNIQUE IMPRESSIONS
130
UNIQUE VIEWERS
250
DROP VIDEO VIEWS
PARTICIPATION
19.2%
VIEWER-TO-REPLY RATE
25
UGC REPLIES
DECISION
44.6%
VIEWER-TO-VOTER CONVERSION
108
COMMUNITY VOTES
58
UNIQUE VOTERS
4.3
VOTES PER REPLY
CONTENT
19
SHARES
11
COMMENTS
13
SAVES
INSIGHT
Launching the Drop through a live event made the opportunity feel more exclusive, immediate, and worth acting on.
Campaign Timeline
01
[BRIEF IS SET]
CAMPAIGN LAUNCHED
02
[CREATORS ARE CHOSEN]
SEEDED CREATORS
03
[VIDEOS ARE DELIVERED]
UGC APPROVAL
04
[THE DROP IS ACTIVATED]
COMMUNITY JOINS
05
[PRIZE LEVEL 1 UNLOCKS]
ORGANIC SPREAD
06
[COUNTDOWN RUNS OUT]
WINNER SELECTION
07
[DATA IS ANALYZED]
BRAND SELECTS UGC LICENSES
[THE OUTPUT]
All the ways to be creative gathered.
After the Drop's conclusion, what Época Cosmétios had was several possibilities around the same theme. From the obvious one to the most unpredictable one, all of them represents different approachs that other users can relate to.
[01]
VISIBLE MOMENTS
25 authentic community videos
25 original videos showing the way that each one of them consider themselves too creative for. From humor, to aspirational approaches.
[02]
Community-Ranked Creative
97 votes from 67 community members
The community decided which moments they were most related to. Not brand selection alone.
[03]
Creator discovery
Ranked by performance, not follower count
A ranked list of real creators Epoca can identify by participation and content performance, not follower count.
[04]
REUSABLE UGC
AVAILABLE BRAND-SAFE VIDEOS
Entries cleared for review for paid and organic reuse, pre-tested by the exact audience they're meant to convince.
[WHY IT WORKED]
An ad could not have produced this.
A sponsored post can borrow a creator's audience. A hashtag campaign can collect scattered content. DUIU did something different: it turned Época Cosméticos moment into a live competition where the community created the proof, ranked it, and made the strongest content visible.
- The content wasn't directed by a brand. It was voted on by the people the ad is supposed to convince, a harder test than any internal review.
- The brief created one shared context, the ranked thread made every reply comparable, and votes turned attention into a decision.
- Paid social measures whether someone clicked or reacted. No ad platform measures whether someone became a creator.
PAID SOCIAL BUYS ATTENTION. DUIU BUILDS PARTICIPATION.
DUIU isn't an engagement platform — it's a viewer-to-creator conversion platform.
Build a Drop like this.
A media plan can buy you reach. It can't buy you proof. Turn your next campaign into a ranked participation challenge — we'll work through the brief, the prize structure, and what you'd walk away with.
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