São Paulo – In a demonstration of strength from Brazilian physical retail, Ortobom and Magalu entered the Guinness World Records last Friday (9th). The companies set a new world record by selling 232 thousand units of the Nápoles model pillow in just 12 hours.
The campaign took place during the 33rd edition of the “Fantastic Sale”, Magalu's traditional stock clearance event held at the beginning of the year. The operation involved the network's more than 1,200 stores spread across Brazil, where the product was offered at the promotional price of R$ 15.00.
Exceeding Expectations
To secure the title, the challenge set by Guinness World Records was to sell a minimum of 75 thousand units in half a day. The final result comfortably surpassed the target, tripling the required volume.
The record validation was rigorous: an official Guinness judge and six independent witnesses monitored the operation in real time to audit the numbers and confirm the achievement.
“We are very proud of this record, which celebrates our partnership with Ortobom and the Fantastic Sale itself, whose tradition allowed us to concentrate this volume of sales,” says Daniel Appolinario, Commercial Director of Magalu. “It is a world title that recognizes two brands that are part of consumers” daily lives across the country."
Strategy and Marketing
For Bruno Miranda, Marketing Director of Ortobom, the record consolidates the mattress manufacturer's five-decade trajectory. “The campaign moved the country by promoting well-being and enabling thousands of Brazilians to have a good night's sleep at unbeatable prices,” highlights the executive.
In addition to the sales force in physical stores, the campaign bet on digital engagement. The brands' virtual influencers – Lu (from Magalu) and Nina (from Ortobom) – led interactions on social media, including a “pajama party” and the countdown to the record announcement, connecting the online audience to the physical event.
