São Paulo – In a show of strength for Brazilian physical retail, Ortobom and Magalu entered the Guinness World Records last Friday (9). The companies set a new world record by selling 232 thousand units of the Naples model pillow in just 12 hours.
The promotion took place during the 33rd edition of the "Fantastic Clearance Sale," a traditional Magalu stock clearance event held at the beginning of the year. The operation involved more than 1,200 stores in the chain 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 at least 75,000 units in half a day. The final result easily surpassed the goal, tripling the required volume.
The record validation process 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 has 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 the daily lives of consumers throughout the country.”
Strategy and Marketing
For Bruno Miranda, marketing director at Ortobom, the record consolidates the five-decade trajectory of the mattress manufacturer. "The campaign mobilized the country by promoting well-being and enabling thousands of Brazilians to have a good night's sleep at unbeatable prices," the executive emphasizes.
In addition to the sales force in physical stores, the campaign focused on digital engagement. The brands' virtual influencers – Lu (from Magalu) and Nina (from Ortobom) – starred in interactions on social media, including a "pajama party" and a countdown to the record announcement, connecting the online audience to the physical event.
