Known for its strong presence throughout the national territory and high variety of accessories, the Morana chain announces a Mother’s Day campaign alongside influencer Tatá Estaniecki. With the motto ‘Mother’s Day, the right gift with love’, the campaign seeks to reinforce two of the great pillars of the brand: the high variety of items for the most diverse styles and its popularity as a gift tag.
Tatá has been Morana’s partner since 2021 and is part of the brand’s squad. She has already lent her recognition as a fashion and trend reference in past brand campaigns and is now portrayed in a new light. Eight months pregnant with her second child with Júlio Cocielo and alongside her 3-year-old firstborn Bia, the influencer was chosen to star in the brand’s tribute to mothers.
Tata Estaniecki says:
“I was very happy with the invitation. I am living a unique phase of my life. Morana gave me the opportunity to capture this moment in a beautiful campaign and still celebrate such a special date alongside the loves of my life.”
The strategy behind Morana’s campaign is to bring a lot of news in a short period of time, highlighting the brand’s wide variety and dynamic stock. The influencer completes the plan as a fashion seal, in addition to also working as a channel in digital media.
Nara Dutra, Head of Marketing, e-commerce and CRM at Morana stores, comments:
“The idea is to add our authority in accessories and news every week together with the Sincronia Project, adopted by the brand since 2021, with the aim of boosting our results, through the strength of our network. We use the power of macro influencers with the aim of generating desire and bringing flow to the stores, ensuring that the collection’s pieces are in the almost 300 operations that we have throughout Brazil.”
The Sincronia Project, implemented in 2021 and accelerated throughout 2022, aims to engage and make franchisees aware of the importance of having products in their stores at the same time as the brand advertises on official channels. Another idea is to reinforce the capillarity of the official brand among the public, generating desire for products that can be found in any Morana.
For this to happen in an organized and efficient manner, the chain trained franchisees for this digital journey, understanding that this is the store flow accelerator.
Jae Ho Lee, founder of Grupo Ornatus, which has Morana under its umbrella, concludes:
“Today, we have franchise stores with more than 7,000 followers on Instagram, an army of almost 300 stores posting new products. This generates the desire of customers to have the novelty, endorsed by a brand influencer. We have really made digital money.”
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