Mynd and Pais&Filhos magazine have teamed up to connect brands to relevant influencers in the family and parenting segment.
The team is made up of different profiles of mothers and fathers, such as Raka Minelli, Geovanna Tominaga, Lais Brito, Beto Bigatti, Thiago Queiroz, Vanessa Guará and Isabel Fillardis, among others.
The core of influencers was selected with the magazine’s curatorship, together with the agency, prioritizing names with high relevance and credibility on the subject.
The team will be managed by Mynd, which will work on the development, training and administration of advertising demands and deliveries. “Focusing on the diversity of experiences, we gather at the core fathers and mothers who represent plurality and representativeness in terms of race, gender and regionality. Our goal is to show and value everyday parenting, generating authentic and organic conversations between the public and the brands and following Mynd’s values”, said Gil Bastos, Head of the Pais&Filhos Núcleo.
The team has more than 16 million followers, of which 13 million are unique followers, with more than 55% over 25 years old. According to Fátima Pissarra, CEO of Mynd, for a brand to stand out in the digital world, it is necessary that its communication be authentic, spontaneous and real.
“Our objective with the nucleus is to ensure that companies are connected to influencers who, in fact, are a reference and have credibility in the market when it comes to family and parenting. We joined Pais&Filhos precisely to ensure that the content and speech produced are relevant and speak to all realities, amplifying the advertising messages with responsibility, care and relevance”, explained the CEO.