Initiative aims to encourage the professionalization of new talent, finance and leverage content producers focused on urban culture
Club Social, a Mondelz Brasil brand, announced its participation in a creators investment fund, in partnership with Trope, a consultancy that co-creates business solutions with Generation Z.
The initiative aims to encourage the professionalization of new talent, finance and leverage content producers focused on urban culture who are at the beginning of their careers.
The brand will create the “Club do Rol”, a community of creators and consultants belonging to street culture. The project will have a squad of names linked to the urban scene, such as role, fashion, skateboarding and lifestyle, and a talent accelerator composed of emerging names that will produce personalized materials aligned with the purpose of Club Social on social networks.
We recognize the importance of promoting the professionalization of street culture influencers and we seek to connect with them in an authentic way. We also highlight Club Social’s purpose of connecting with the public by being present in all roles and supporting the runners, explained Felipe Pedrolli, cookies marketing director at Mondelez Brasil.
Mentorship has a personalized module that connects the creator with Club Social, through the alignment of assumptions and concepts during the campaign to reinforce the territories in common with the brand. As of November 17th, content producers of all sizes will be able to compete for a vacancy to join the team.
Investing in creators’ careers is important not only for the professionalization of the category, but also for the Brazilian economy in general. By injecting resources into the Creator Economy, for example, big brands make the economy spin, which in the future returns as a positive balance, said Luiz Menezes, founder of Trope.
Another activation is the Mapa dos Rols, which brings together followers and content creators to build a map of roles in the cities of São Paulo and Rio de Janeiro. The idea, according to the creators, is to connect people aligned with the purpose of Club Social to create an easily shareable catalog of referrals.
