The company presented its new identity at a meeting for partners in São Paulo. The Paris Olympic Games are one of the inaugural projects of the new brand
A new era! Squida platform that strategically connects brands and influencers, has just undergone a transformation. Now, the brand is now Wake Creatorsthus forming a new pillar in the company, which already has two other areas: Wake Commerce and Wake Experience.
With a focus and investment in technology, Wake now forms a complete ecosystem of integrated solutions for brands and companies that need to increase the promotion of their business through influencer marketing.
“We are not an agency and we do not sell creators, we are a technology company that has been investing heavily in Artificial Intelligence, Big data and Machine Learning to offer the best connections to our partners”, highlighted Wake’s vice president, Alessandro Gil, during an event for guests on the 26th, in São Paulo.
Squid was founded in 2014 and, since 2021, has been part of Wake, a company in the LWSA group, which has been working on the idea of rebranding since then. Wake Creators studies consumer behavior and develops specific audiences for each niche, thus strengthening the results of targeted campaigns. Today, the company has more than 260 thousand registered creators and 10 years of data collection.
Impact of influencer marketing on consumption
It is no surprise that influencers and content creators have become crucial to the way people consume. The certification that these actors give to products helps boost sales and increases the credibility of the brand. Alessandro explains that by using Artificial Intelligence combined with behavioral intelligence, it is possible to follow the consumer’s journey from end to end.
“Imagine a person who is researching a pair of sports shoes, but has not yet made a purchase. Then, they receive specific content from an athlete they probably admire wearing those shoes. This will positively impact their decision and, consequently, speed up the purchase of the product, that is, we can find the right communicator to convey the message in the way we want or expect. That is the beauty of the business”, emphasizes Gil.
Paris and many opportunities in sight
Wake Creator wasn’t kidding when it said its goal is to be the leading cutting-edge player in the market. The brand used the rebranding event to announce the Game Changer project, which takes place during the Paris Olympic Games.
According to the commercial and operations director of Wake Creators, Julia Affonseca, the estimate is that the sporting event will generate around US$ 12 billion, opening up a wide range of opportunities for exploring consumer trends in various segments.
The specialist presented guests with a survey of purchasing interests for the Olympic Games. According to the survey, beers, savory snacks and snacks top the list, with 35% of purchase intentions. Next come fast food (31%); delivery services (29%); energy drinks (27%) and alcoholic beverages (24%).
In terms of niches, fashion items, clothing and accessories lead, with 27% of consumption expectations. Pay TV services, on-demand content, pay per view, purchase of electronics and increased internet speed are other items that stand out on the list. (Globo Paris 2021 Olympic Games Survey – Offerwise – sales insight).
With the positive aspects presented by the numbers, Julia Affonseca took the opportunity to inaugurate the Game Changer project, which will connect brands directly to a group of influencers linked to the Olympics theme.
“This is a unique moment for brands to take advantage of the Olympic Games. The Paris Olympics offer a universe of possibilities, including fashion, gastronomy, humor, economics, sports, absolutely everything. We have assembled a team of influencers who will work directly on this topic, some of whom are even from the City of Light,” highlighted the director.
How does it work?
Wake Creators has recruited big names from the internet to lead this work, including Chef Otto, Lara Santana and Caio Braz. The project will operate in four clusters: Trendsetter, Amplifier, Micros and Twitteiros, each of which will be responsible for a stage of the process.
“The dynamic is as follows: the trendsetter starts the conversation, the amplifier generates engagement with the topic and the micros and tweeters echo the subject within their niche. It is a complete ecosystem for the efficiency of influencer marketing”, explains Julia.
As a company, Wake Creators currently has more than 29 thousand influencers and tweeters who address fashion, beauty, sports and entertainment topics on the platform.
The brand’s rebrand was met with enthusiasm by those present. Luiza Prioli, media leader at Brivia, highlighted that the change can further help agencies that work with B2B clients.
“This market has been showing great interest in influencers and our biggest challenge is to bring hyper-segmentation, to have a specificity that meets certain niches, such as technology, energy, among others. I believe that Wake Creator will be able to contribute very positively to this curation now with this repositioning. We are excited”, he said.
*With the collaboration of Aline Porfírio | Cover photo: Disclosure/Wake
Follow ADNews on Instagram e LinkedIn.
#ADDSomethingNew #ADNewsOficial #ADGroupBR
