Havaianas
Since February 2010, Cake has brought the Brazilian beach lifestyle to over half a million people via Facebook, growing the Havaianas online community from 16,000 followers to 600,000 in just over a year.
We’ve developed the community through a number of smart initiatives. The “RSVP to Summer” Facebook tab was the main hub for a seasonal campaign, acting as a social concierge for the best playlists and parties — it’s not as hard to dance in flip-flops as you might think!
During the 2010 World Cup, Havaianas produced limited-edition flip-flops and took the brand into bars in NYC. Cake produced videos for select matches, condensing all of the excitement and thrill of the sport from 90 minutes down to a mere 90 seconds and sharing the action with over 2.2 million viewers on YouTube.
