Drop: Comfort that keeps up with your pace
1 in 14 people who watched Sallve's Drop filmed, edited, and posted their own video reply.
brand
Sallve Beauty
market
Brazil
format
Sponsored Drop
duration
37 days
7.42%
OF VIEWERS BECAME CREATORS
[THE BRIEF]
Make an invisible benefit impossible to doubt.
Sallve's anti-friction line solves a problem that's easier to feel than to show — comfort that holds up through a workout, a long day, getting dressed in a hurry. A studio ad can claim that. It can't fully prove it, because audiences have learned to discount anything a brand says about its own product. Sallve needed proof it hadn't written itself: real people, in real routines, making the case the brand's own creative team couldn't credibly make for them.
[GOALS]
- •Turn an invisible product benefit into something people can actually see
- •Replace brand-made claims with creator-made proof
- •Let the community, not Sallve, decide which proof was most convincing
- •Generate content strong enough to review for paid and organic reuse
[THE DROP SOLUTION]
Real routines. Ranked by the community.
DUIU turned Sallve's brief into one shared, ranked thread. Creators were asked to show the moment when Sallve's anti-friction products accompany their rhythm. Each reply entered the same competition. The community watched, voted, and pushed the strongest videos up the ranking — not because Sallve picked them, but because other customers did.
The result wasn't a scattered hashtag campaign. It was one visible competition around real product use, settled by the people it was made for.
A click isn't a video reply. A like isn't filming, editing, and publishing something under your own name. A hashtag campaign doesn't produce one ranked, comparable thread. Views are where most campaigns end. On DUIU, they're where participation starts.
A clear prompt, one Drop video, one ranked thread.
WHAT SALLVE BROUGHT
- •Product (Antiatrito line)
- •Prize budget
- •Campaign brief direction
WHAT DUIU HANDLED
- •Drop structure and ranking mechanic
- •Creator activation and seeding
- •Campaign surface and moderation
- •Participation data and reporting
WHAT THE COMMUNITY CREATED
- •Reply videos — real routines
- •175 community votes
- •Ranked proof around the product
More replies → more prizes → more reasons to share.
THE DROP
[THE VIDEO THAT STARTS THE THREAD]
@sallve
The root video set the tone: real people, real routines, no filter. No studio. No script. Every reply entered the same shared context — making the community's votes directly comparable across every entry.
CREATOR PARTNER · São Paulo
RULES & REQUIREMENTS
[BRAND SAFE BY DESIGN]
- •Original video, created by the participant
- •Connected to Sallve's anti-friction product theme
- •Ranked by community votes only
- •Entries reviewed against platform and campaign rules before going live
- •18+ and Brazil residency required for prize eligibility
- •Sallve 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 30 DAYS
The prize pool grew with the community
Instead of a fixed giveaway, Sallve's Drop unlocked more prizes as more people replied. That gave participants a direct reason to invite friends and help the thread grow — more replies didn't just mean more competition, they unlocked more winning positions.
More replies → more prizes → more reasons to share.
4
UNLOCKABLE TIERS
LAUNCH CREATORS
[THE SEED BEFORE THE COMMUNITY ARRIVED]
122K followers
@beatrizsantos
760K followers
@esthercustodio
820K followers
@peledeestrela
530K followers
@carolzenzeluk
18,5K followers
@veraronzella
35,8K followers
@emilyeliel
620K followers
@byjuliacarvalhop
64,8K followers
@gabymiranda
COMMUNITY RESULTS
What came back: routines, workouts, going-out looks, and a few nobody expected.
Once the Drop was live, creators interpreted the same product benefit in different ways — routines, movement, going out, humor, everyday comfort. Most of what follows came from people nobody invited directly.
The Podium.
TOP 1
COMMUNITY WINNER
@belezanegra.sp
Melanin-rich skin
SÃO PAULO
30 VOTES
·R$ 300 SALLVE GIFT CARD
TOP 2
RUNNER UP
@belezanegra.sp
Melanin-rich skin
SÃO PAULO
17 VOTES
·R$ 300 SALLVE GIFT CARD
TOP 3
RUNNER UP
@belezanegra.sp
Melanin-rich skin
SÃO PAULO
17 VOTES
·R$ 300 SALLVE GIFT CARD
Community Highlights.
@rotinacarioca
Post-beach Rio
RIO DE JANEIRO · 18 VOTES · NO PRIZE
@rotinacarioca
Post-beach Rio
RIO DE JANEIRO · 18 VOTES · NO PRIZE
@rotinacarioca
Post-beach Rio
RIO DE JANEIRO · 18 VOTES · NO PRIZE
@rotinacarioca
Post-beach Rio
RIO DE JANEIRO · 18 VOTES · NO PRIZE
@rotinacarioca
Post-beach Rio
RIO DE JANEIRO · 18 VOTES · NO PRIZE
DUIU X SALLVE Converted Attention Into Participation
By the numbers.
Sallve needed proof its audience would trust, and the only people who could supply that were the audience itself.
7.42%
Viewer-to-reply conversion
% of viewers became creators.
1 in 14 people who viewed the Drop created a video reply. A video reply is a larger act than a click, like, or comment.
ATTENTION
13,648
FEED IMPRESSIONS
1,133
UNIQUE IMPRESSIONS
310
UNIQUE VIEWERS
431
DROP VIDEO VIEWS
PARTICIPATION
7.42%
VIEWER-TO-REPLY RATE
23
UGC REPLIES
DECISION
20.7%
VIEWER-TO-VOTER CONVERSION
175
COMMUNITY VOTES
63
UNIQUE VOTERS
7.6
VOTES PER REPLY
CONTENT
XX
PUBLISHING RIGHTS SECURED
32
SHARES
25
COMMENTS
11
SAVES
INSIGHT
Certain routine formats drew more attention. Product-in-hand videos made the benefit easier to understand. Creator-led examples established the format for later participants.
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]
A ranked library of real product proof.
Sallve received a ranked set of real routines, creator signals, and reusable content. The value wasn't only the winner — it was the library of consumer proof created around the product.
[01]
VISIBLE PRODUCT USE CASES
23 AUTHENTIC COMMUNITY VIDEOS
23 original videos showing the anti-friction line inside real routines, created by the community rather than produced in a studio shoot.
[02]
COMMUNITY-RANKED CREATIVE
175 VOTES FROM 63 COMMUNITY MEMBERS
The community decided which entries proved the product's value. Not brand selection alone.
[03]
CREATOR DISCOVERY
RANKED BY PERFORMANCE, NOT FOLLOWER COUNT
A ranked list of real creators Sallve can identify by participation and content performance, not follower count.
[04]
REUSABLE UGC
XX BRAND-SAFE VIDEOS LICENCED
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 Sallve's product use case 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 — DUIU does, and for Sallve, 7.42% of viewers did exactly that.
PAID SOCIAL BUYS ATTENTION. DUIU BUILDS PARTICIPATION.
DUIU isn't an engagement platform — it's a viewer-to-creator conversion platform.
"We didn't want another ad. We wanted real stories about how the product actually fits into someone's day — and we wanted our own customers to be the ones who decided which story to tell."
JULIANA CALIL
HEAD OF BRAND, SALLVE
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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