To the propmarkthe influencer talks about the beginning of his career on the internet and how his work with brands is carried out
From journalism to the internet. From the internet to the mainstream. From football to everyday life. Constant evolutions are the points that mark the career of Bruno Carneiro Nunes, or simply Fred Bruno.
A journalist by training, the internet presented itself as an opportunity and it was on the Desimpedidos channel, in 2015, that the influencer became a known face in the world of sports, specifically football.
“The migration to the internet was really about the opportunity and I’m very happy because it was the internet that changed my life”, said Fred Bruno.
With his name consolidated in the world involved by the four lines, the influencer accepted the invitation to participate in BBB 23 with the mission of increasing his popularity to other niches, starring in some of the most striking moments of the edition.
Taking stock of Fred Bruno’s career, it is possible to say that the objective was achieved. With 11.6 million followers on Instagram, he gained recognition and his face began to star in advertising pieces for brands that accompany him on a daily basis, such as Nike, Nivea, Brahma, Clear, Cif, Gillette and several others.
To the propmarkhe talks about his early career on the internet and how he did his work with brands.
How did your relationship with the internet begin?
My relationship with the internet started late, because I didn’t have access. I didn’t have a computer at home, so I went to an internet café when I had two reais to spend and get one hour of internet a week. Time passed and we bought a computer at a thrift store, but I only used it offline. The first video I accessed on the internet was a video of mine. I recorded a freestyle and a friend commented on a website that allowed uploading videos (YouTube). Bruninho Show de Bola was there, that was the first video I watched on YouTube and that was how my relationship with the internet began.
You, a trained journalist, emigrated to the internet. Why did you make this decision?
This migration happened, honestly, out of opportunity. My goal was to start working on a small radio station, then go to a bigger radio station, then to a small TV station and, finally, to go to a big broadcaster to work as a television presenter, but, fortunately, YouTube appeared as an opportunity. It’s one thing to go in and dream, another thing is the opportunities that appear in your life. I confess that I joined YouTube hoping that one day television would see me. In fact, this opportunity arrived early, with around six months of Desimpedidos, Fox wanted me to have an opportunity there, but I thought it wasn’t the time yet. I think I did the right thing, but I think the opportunity of my dreams is yet to come. So, this migration to the internet was really about the opportunity, and I’m very happy because it was the internet that changed my life and, obviously, there’s no way I can ever let it go.
Currently, you are one of the main names on the national internet. How do you deal with this responsibility?
Firstly, I’m happy to be called one of the main names on the internet and I’ve always enjoyed the responsibility. I’ve always liked to take responsibility, to take the lead, to be a pioneer, to be a creator and to always have the highest number of views. I think this led me to be who I am today, and will take me to much greater heights. Regarding responsibility, it’s good because I like it, but at the same time it’s a bit uneven, that’s because people who are talking on the internet 100% of the time, be it video on demand, live or on social media, we are always very susceptible to judgment of people, right? Anything I say could ruin my career, but the price has to be paid. I’ve been doing this for many years and I think the balance is much more positive.
What was the first advertising campaign you did?
The first campaign I did was for Netshoes, as soon as I joined Desimpedidos, to promote their shirts. It was even a So Paulo shirt, a burgundy one that Paulo Henrique Ganso wore masterfully. I remember it very well, I think I earned R$150 and I was happy because of all the jobs I had in my life, I never earned extra. At that time I earned R$1,500 at Desimpedidos, so R$150 more for someone who had the conditions I had, was a lot. I got a taste for the thing and realized that this was the way, through advertising.
What do you take into consideration when starting a partnership or advertising with a brand/company?
First of all, it makes sense with my life and my language. Fortunately, proposals from various brands arrive every day and the first question is whether it makes sense and whether I would recommend that brand to a friend. I also ask myself if it meets the message I want to convey and the image I want to maintain on my social networks. Furthermore, another very important factor is the research we do here about the brand. I look at the company’s history, if there is any controversy that I disapprove of. If you pass all the requirements, we will continue.
You were part of the BBB cast. Did your participation in the reality show influence your relationship with advertisers?
I think it influenced it a little. Obviously one of my goals for joining BBB was to increase my popularity and I think that happened. Today I have a much larger audience that follows me. Because it has been specific to football for a long time, my followers have always been male. After BBB it changed a lot and there was the addition of an incredible and fully engaged female audience. I think the interference is more in this sense, in terms of popularity. Other opportunities arose with brands that were not just sports, but this was already happening even before reality. So, this was a door that I opened a long time ago, but BBB certainly helped a lot in this regard.
Do you participate in the creation of campaigns? If yes, what is your involvement in the process?
Yes, I participate in the creation of campaigns. Today I have a team, but in the previous seven years, I was the one who created everything alone. Today the brand gets in touch, we analyze the feasibility of the partnership according to what we see in relation to our ideals, we continue the process, they send the briefing, my team asks me about the idea I have beforehand, They create the script, send it back to me, I polish it and we send it back to the client. If approved, we record it and send it for approval. If everything is ok, we will publish it on the networks. an entire process.
Is there a brand you would like to campaign for? If yes, which one?
There are several brands that I want to work with. Every end of the year, I do a survey of the brands that are part of my life and the following year we try to prospect projects with them. The more the brand is part of my life, the more organic and natural the publications will be. Again, we are at this stage and today I have incredible brands that are part of my life, but I hope this happens with more brands next year. To talk about one that I always have the ambition to work with and I think the way they work, and the relationship they have with sport and lifestyle, is really cool, Red Bull. It’s a brand that is always present in my life, every week and practically every day. Because I really like the way they work on their image. a company that I really want to work with.
Of all the advertising work you’ve done, which one did you like the most?
It’s difficult to choose just one because there have been several very successful cases. Recently, our partnership with Nvea has been working very well, with Brahma as well. Nike has always been the biggest dream of my life to be sponsored by them, so it’s another one that has been working very well. But, if I have to mention a case, I will mention Cristiano Ronaldo’s because it was an idea created with Clear way back and it worked really well! Both for the brand and for me professionally and personally, in addition to Cristiano starting to have a following with the Brazilian public. He even commented to me that Brazil is where he has the most followers. So, it ended up being important for him too.
How do you see yourself as a brand?
I think I bring out who I am on a daily basis, I am an extremely versatile person. Of course, my roots and my veins are in football, but I vary a lot in entertainment, music and all other segments. No one lives just from a niche, right? There’s food, home care, self-care, music, travel, lifestyle… In short, everything! I always try to make this universe that surrounds me very clear. Both the things I consume and the things I work on. I have been working well on my image and my brand in recent years. I am sure that with my potential and the potential of my team, we have everything to grow a lot in the coming years.
What is the best definition for the Fred brand?
I think quality. Everything I do in my life, I dedicate myself to and give my life to. I do everything with a lot of love and not just to make a fuss, no. In fact, I love everything! I’m giving this interview here and answering the questions because it provokes me to reflect on myself, it makes me have new ideas, it makes me have new inspirations… So, everything I do, I do from the heart. From the moment a brand comes to work with me, what defines quality. She will be sure that she will have quality work and a lot of dedication at the end of the day.
