Influency.me reveals that “Get ready with me” and recipes are effective in engaging audiences.
In Brazil, the June celebration It arrived around the 16th century with the colonization of the country by the Portuguese. Over time, they began to receive influences from indigenous and Afro-Brazilian peoples, elements such as drums and specific rhythms were incorporated into the festival, in addition to the cuisine that has typical foods such as pamonha, canjica, rice pudding, pé de moleque, mulled wine, quentão, corn cake, corn cooked and roasted on the fire, candy apples, among others.
With so much diversity, brands from different niches found the ideal opportunity to work with influencers in the Festas Juninas and “Julhinas”. In 2023, the number of campaigns with influencers during this period grew by 43%, according to the survey by Influency.me.
“The food segment can have a great advantage, in addition to the beverage, decoration and party, clothing and accessories sector, as plaid shirts, straw hats and boots are used during this period. The tourism sector is also highlighted, because the Northeast has popular festivals that attract people from all over the country. The North and South regions are also tourist attractions during this period”, says the CEO of Influency.me, Rodrigo Azevedo.
Types of action with influencers at the June and July Festivals
1) “Get ready with me”: This is a great strategy for clothing and accessories brands. Using influencers who will go to parties and can share the moment they prepare (using products from the advertising brand) is a way to introduce your product in a gentle way, without aggressive sales appeal. And generally, the content included in the influencer’s routine is better accepted than “advertisements with a very commercial appearance”.
2) Preparation of typical foods: Using food influencers or influencers who have content focused on recipe tutorials can be a great action for food brands. This is also an interesting way to present products within the influencer’s routine without much commercial appeal, but showing your brand as the chosen one.
3) Decoration sponsorship: companies focused on party decorations can sponsor influencers’ celebrations during this period, providing decoration items and/or specialized services for June parties.
4) Selection of products for the date: It is also possible to select specific products for this date, those that tend to get more attention from the public and sell more. The actions can focus on storing products already sold in personalized packaging, for example.
“It is a market trend to develop actions with influencers on commemorative dates. It is important that brands have an annual planning calendar for special dates and align their actions in advance. Other commemorative dates, such as Father’s Day (in August), saw a 76% increase in the number of campaigns with influencers created in 2023 compared to the previous year,” explains Rodrigo.
To support brands in planning actions with influencers throughout the year, Influency.me makes the e-book “Influencer Marketing for Commemorative Dates” available free of charge, which can be accessed by clicking here.
*Cover photo: Disclosure/Influency.me
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