WARC insights point out which paths brands should take to deal with the period marked by the elections and the World Cup
The last Brazilian quarter will be marked by events that directly influence the country’s trade, including elections for president, governor, senator and federal and state deputies. The results of the polls have a direct impact on the lives of Brazilians and, with that in mind, WARC has separated data that show the mood of Brazilian consumers and which way brands should go.
A point taken into account for Spotlight Brazil was the increase in the cost of living for Brazilians in recent years, which expanded discussions about food and unemployment in the country.
According to a recent study by Eleven Research, 74% of consumers reported that finances were their top concern, ranking above family (60%), health (57%) and work (44%).
In the midst of the current economic crisis facing the country, WARC pointed out that brands need to be aware of the relevance, approaches and social issues in their campaigns.
Converting your brand into something that can be transformative for consumers can also protect you during this period of rapid change. Use all your touchpoints to build a cohesive experience for consumers. From its content on social networks and the use of local influencers, to the creation of immersive experiences in physical stores. Make sure your strategy contains not only actions to support new buying habits, but also actions that align with the causes you champion, suggested Mirela Dufrayer, WGSN Marketing Leader for Latin America.
Nostalgia as an exit
WARC’s insights also pointed out that price increases have an emotional and practical effect on Brazilians, since the moment refers to other times of instability already experienced by the country, such as hyperinflation in the 80’s and 90’s.
The cost of living is forcing people back into some old habits they used to have in the 1990s, explained Daniele Lazzarotto, founder and director of strategy at branding consultancy Cordo.
According to the information presented, one of the ways to combat this feeling is to resume the nostalgia that involves culture and entertainment. The proof that the movement of Brazilians to consume products that take them to some time in the past is a way out, as is the case of the line created by O Boticrio, which brought the scent of Bubbaloo gum.
Brazil is known worldwide for being a happy and creative country. Embracing nostalgia is a genuine way for consumers to deal with the pressure of a challenging era, added Daniele.
Policy X brands
With the polarization and the heated mood for the electoral decisions this year, the brands started to see themselves inserted in this political context.
According to WARC, in these cases the brand strategies need to guarantee the transparency and security of the content, understand the role of creators and influencers and the role they play. One of the examples is Burger King, which, instead of taking sides, is encouraging consumers to engage politically, offering discounts for those who show their voter registration card at the time of purchase.
When brands, usually owned by large companies that have individual economic and political interests, use their influence to take a stand on democracy, they can create a political tsunami that can affect the course of an entire country, gaining and/or losing consumers as they go. along the way, pointed out Fernando Ribeiro, Gisele Bambace and Amanda Agostini, from GUT.
World Cup as a symbol of relief
Football has the power to move people’s emotions, especially in Brazil, which is known as the country of football.
Right after the elections, the world will be immersed in the atmosphere of the Qatar World Cup, with the Brazilian National Team as one of the favorites for the sixth championship. At this point, brands that take advantage of the country’s belief and optimism are more likely to have campaigns that resonate, according to WARC.
I believe that we will win, on and off the field, and that the brands that play with this optimism are the ones that will win with Brazilian consumers. And, even if Brazil doesn’t win, I guarantee that your brand has nothing to lose, as long as it stays right next to us in the crowd and sings along until the final whistle: I believe Brazil will win, said Felipe Soalheiro, General Director of Effect Sport So Paulo and Founder of SportBiz.
But what about the economy?
According to WARC’s insights, Brazil is opening up in terms of what is financially possible to consumers with new players in the consumer banking sector, which allow consumers with weak or non-existent banking relationships to open accounts tailored to their needs.
According to recent data from GWI, 71% of the Brazilian population currently shop online, against the global average of 58%.
Retailers need to invest in marketing, otherwise they won’t have traffic to the site. They’re also trying to do other things to build loyalty, so maybe instead of just having customers come into the store to pay the boleto (a voucher-based payment system regulated by the Central Bank), they’re giving back some money that allows customers to buy something else at a discounted price, said Renato Ribeiro, CEO of iugu, a financial automation software start-up backed by Goldman Sachs.
(Credit: m. on Unsplash)
