Idea was born organically and made the influencer’s clothing brand app have 30,000 downloads in three hours
Those who follow the world of the internet and influencers came across the story of influencer Gkay’s shorts at some point over the last few weeks.
The piece with heart prints began to be used by the influencer every day during training and became a reason for jokes for the influencer’s friends, such as Álvaro and Lucas Rangel, who even stole his friend’s shorts.
Over the days, the story unfolded in several moments: Rangel put the shorts in a safe, took them to a podcast and, after a few days, returned them to her friend.
While all this was happening, Gkay, his media and marketing team, and his partner Felipe Carvalho Dutra, were preparing to launch the influencer’s clothing brand app, developed in partnership with Converta App. The application was launched last Saturday (25th) with a promotion: whoever spent more than R$150 on purchases would receive the famous shorts as a gift.
In less than 24 hours, the application had 64 thousand downloads, becoming the first in the list of most downloaded in virtual stores. With three hours of release, the software already had 30 thousand downloads and was in third place in the Apple Store ranking. Days after launch, the app was still in the Top 10 of most downloaded apps.
“We didn’t expect it to be such a success. Thank God the story of the shorts came along and it happened with the launch of the app, which ended up ranking first among the most downloaded apps. It was an immense happiness”, pointed out Gkay.
Despite the storytelling built on top of the shorts, Gkay told the PROPMARK that, at first, the strategy had not been planned.
“I bought those shorts in January and there are even stories of me with them at that time. I bought them in the United States without any intention, I didn’t even have my brand yet, for you to have an idea. But it ended up generating stories, a storytelling and It became a character. It ended up becoming a piece of identification and, therefore, we decided to release it as a gift”, explained the influencer.
Partner Felipe Dutra explained that the idea of using the garment in the application’s launch strategy came, in fact, after the story had repercussions on the networks. “We saw a marketing opportunity, mainly aimed at increasing our database. With that, we developed an extensive storytelling and the help of Gkay’s influencer friends was fundamental”, said Dutra.
The influencer launched her clothing brand, Gyka, in March this year, with a show starring her and her friends, full of diversity, with the presence of Pedro Sampaio, who sang during the event and brought together dozens of influencers, tiktokers. and celebrities of today.
According to Gkay and Dutra, the idea of launching the store application came from the desire to be closer to the public and to be able to communicate promotions in a more direct way with the database that came from the application download.
“The website won’t go away, but nowadays people are looking for apps because they’re an easier way to access things,” explained Gkay. According to Dutra, over time they plan to develop targeted campaigns only for use via the app.
With the newly created brand, Gkay stated that the plans for Gyka are to become a brand that caters to all audiences and to work with stylists who are starting their careers.
“Through the ‘With Gyka Program’, we give opportunities to designers who have no visibility, who are finishing their fashion college and every year we want to have a collection with a stylist who is starting. We want Gyka to be a brand that grows and welcomes many people, because I think that’s what fashion is,” concluded the influencer.
