At propmark, the influencer tells about her early career, the invitation to BBB21 and how she deals with brands
Born in Nova Iguau, Rio de Janeiro, Camilla de Lucas became the focus of the media for her humor and charisma. The carioca became a content creator for the platforms in 2017, but it was in 2020 that she achieved success.
During the coronavirus pandemic, Camilla was one of the influencers responsible for bringing humor to people. With fun and easily identifiable videos, the number of followers began to increase, attracting the attention of brands and even Globo.
In 2021, she was one of the members of Big Brother Brasil 21 and reached the reality final, placing second and sharing the podium with Juliette and Fiuk.
Camilla’s passage through reality made her career as an influencer leverage, making her become one of the main Brazilian names on social networks, with campaigns for companies such as Downy, Netflix, Mercado Pago, Hersheys, Americanas, Chevrolet, Beefeater and among several others.
To propmark, she talks about her early career, being invited to the reality show and what changed in her relationship with brands after her content went viral and her participation in the show. Read the interview in full.
Camilla, before starting your career on the internet, you were studying accounting at university. How was the decision to switch courses and how did your story on the internet begin?
In addition to studying Accounting, I worked in the administrative part of a real estate company, but in 2017 I decided to invest once and for all in a career as a content creator. I left my job and, at first, I didn’t stop with college, but things started to work out, I started to close some advertising contracts and when I started to travel frequently to São Paulo I had to stop the course.
You started on the internet in 2017, right? At what point did you realize that things were progressing?
Back in 2017, I decided to use my charisma to produce content and I was very happy on this journey. My growth was accentuated during the pandemic, even before joining the BBB. I managed to reach the mark of 1 million subscribers on my YouTube channel and pass the 6 million followers on my social networks. My humorous videos drew a lot of attention, I started to be noticed by incredible people that I never imagined.
You have experienced the creation and growth of several social networks over the years. How did you adapt to them?
I’ve always tried to find out as much as possible about all communication channels. Things change very quickly and this is a challenge for content creators, but these tools were very important for me, like TikTok, which launched me into the world and YouTube, so I was always aware of these changes.
In 2021, you participated in the BBB. How did the invitation come about and what were your expectations with the program?
The invitation came in August 2020, when people got to know me better. The production called me to invite me saying that I was the first person on the list to be contacted. The following month they contacted me again and I was already determined to join the program, I spoke to my fiancé and my family about my decision. Of course they asked me not to tell anyone and that was the hardest part (laughs).
After the reality show, did you feel more demand from brands for you? Yes! The reality exposure further leveraged my career. The demand for brands increased a lot, I did incredible advertisements with super important brands. The work increased a lot in intensity.
Still on the post-BBB, has your way of working with brands changed?
With the greater exposure, I had to adapt mainly to the demand for demand. We can’t embrace the world, but I’ve always done what I could. With a lot of work and dedication, I manage to make my publications something that has my face and it has been working for me ever since.
What do you take into account when closing a job with a brand?
It is important for me that the brand has values similar to mine, with what I believe. I also take a lot into account to understand what the brand proposes, in addition to being open to new ideas and other perspectives as well.
Do you participate in the production, creation and script of campaigns?
Yes! I really like being aware of the creation of campaigns, I like to leave everything with my face and always be aligned with the team and the brand. I think it’s essential for the work to come out amazingly and for everyone to be satisfied.
Of all the campaigns you’ve done, which one stood out the most to you?
I’m very happy, but Downy has a spectacular production and I always think I’m beautiful in every commercial.
Is there a brand that you would really like to work with?
Fenty Beauty would be a dream!
How do you see yourself as a brand?
I am very happy and satisfied with my place in advertising. After the BBB, I achieved a great reach in this field, I worked with several incredible brands and I am always preparing and studying to be able to reach even higher places.
What is the best definition of the Camilla de Lucas brand?
Authenticity.
