AFinish is looking for content creators in Brazil. The company in the jelly candy segment wants to increase its brand awareness and expand its connection with younger audiences. To this end, this March it created ‘TrueZ Lab’, a hub that aims to incorporate the voice of generation Z into the brand’s strategies.
The initiative will recruit four content creators to join the hub. Interested parties must be between 18 and 29 years old. The first edition starts in April and the number of followers or engagement of participating profiles will not be considered.
The selection will be made through a cultural competition, which will have as an evaluation panel a squad of brand influencers (not yet disclosed), Fini’s marketing team and its digital agency.
The main theme of the campaign, created together with the RPMA Group’s agia agency, addresses the lifestyle of generation Z and has the motto ‘How does Fini help you find your calm in the midst of chaos?’. The objective is to explore the personalities, values and passions of the young audience, and show how these factors intertwine with the brand’s products.
Selective process
To participate in the selection, you must share a video on Instagram and TikTok showing moments in which Fini made a difference, whether offering comfort, celebrating small victories or just as a reminder to take a deep breath and relax.
The four content creators selected for the hub will remain immersed in the Fini universe for four months. The selection will be made according to the following criteria:
- Creativity:originality, differentiation, originality, ‘thinking outside the box’;
- Authenticity:Quality of being genuine, true and faithful to the behavior of Gen Z;
- Personal representation:how much the creative piece says who the candidate is, how much it represents them and reflects their personality and lifestyle;
- Alignment with the campaign theme:How the piece interacts and responds to the proposed challenge.
The benefits of the partnership are bilateral. For Fini, TrueZ represents the development of actions aligned with the target audience, with insights that transcend the conventional. For the public, participation means visibility and engagement on the company’s official channels on Instagram and TikTok, as well as bonuses on products and the opportunity to experience the brand’s behind-the-scenes experience. The partnership, however, does not provide for remuneration.
In 2023, in partnership with Cimed, the brand went viral on social media with the launch of the Carmed Fini lip moisturizer. According to the pharmaceutical company, R$23.5 million worth of products were sold. Currently, Fini maintains relationships with more than 100 influencers, who carry out paid and organic actions. The recurrence of actions with influencers has been part of the candy company’s strategy for more than five years.
*With information from the Exam
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