New to Black Friday, Shopee took first place in the ranking with the brands that stood out the most on social networks and in the press during the date. According to data intelligence company Cortex, iFood and Casas Bahia followed (see the full list below).
In the ranking of organic reach, Amazon took the lead, which used to belong to Magazine Luiza and which, today, has fallen to fourth position. In second place are Americana stores, followed by Mercado Livre. In relation to the first on the list, the specialist attributes recognition to an ‘aggressive’ advertising strategy.
In August, for example, the brand bet on actor Jackie Chan to star in the 9.9 Super Shopping Day campaign, which opened the shopping season. In the movie, Chan dances and sings doing kung fu moves. Afterwards, the Shopee chose Larissa Manoela for the Black Friday campaign, who sang and danced with more than 20 dancers the brand’s jingle, which has the rhythm of ‘Super Fantástico’, by Balão Mágico.
“Shopee had an aggressive advertising strategy on open TV, having as spokesperson the singer and actress Larissa Manoela, in addition to actions on social media with influencers from different clusters. Another point that gives the company leadership is the fact that Shopee stands out for having a portfolio based on more accessible products, at a time of loss of purchasing power due to inflation, this made a lot of difference”.
To reach the final list, the company monitored for ten days mentions of 2,000 influencers on social networks (Instagram, Facebook, Twitter and YouTube) and 70 communication vehicles with national, specialized and regional coverage.
As a methodology, Cortex analyzed the quantity of mentions versus the quality of the exposure, obtaining as a result an index from 0 to 1 – based on this, the Cortex PR Index was created.
“In order to achieve our result in the ranking, we created a list with the most relevant national and regional media vehicles, which have the greatest reach and content production. For the selection of influencers, who are the main opinion leaders in the country, we follow based on the criteria of relevance of followers and content”, explained Bruno.