Whether in the real or virtual world, being aware of the movements that society has been going through has become increasingly essential for brands that seek to innovate. Proof of this is data from CB Insights, a business analysis platform and global database, which shows that the so-called creator economy – new economy generated from content creators and digital influencers – already moving more than R＄70 billion per year. And it is precisely in this context that Boticário, the most beloved beauty brand among Brazilians*, announces the launch of “Botiverso”, an unprecedented and exclusive platform for the acceleration of virtual content creators, focused on TikTok.
The program aims to enhance the creative potential of nano and micro creators throughout Brazil and also reinforce the brand’s relationship ecosystem with digital influencers. “In addition to creating conditions for the brand to be closer and closer, accompanying and participating in relevant conversations and movements in the online environment, Botiverso aims to collaborate with the construction of a more plural and diverse market of influence, since it opens space for anonymous and creative people to play a leading role in social networks”, says Marcela De Masi, Communications Director at O Boticário.
Botiverso: Acceleration Program Challenges Anonymous Content Creators for TikTok and Offers Grand Final Prize
The training will have a gamified format and will last 6 weeks, which will involve challenges, training and mentoring with established creators, such as Yasmin Castilho and Ana d’Utra Vaz (Supervulgar), in addition to immersion modules on topics related to the creation of beauty content. .
Caroline Swinka, partner and COO of SoWhat, the agency that conceived, formatted and now runs the Botiverso project, says:
“This project with Boticário was born from the agency’s constant desire to create new paradigms in the communication industry. From idea to execution, we focused on establishing a unique platform for the brand and potential content creators, not just being a campaign, but a transversal movement to the way the brand works with its younger audiences and, mainly, creators, who are gaining more strength every day on platforms like TikTok.”
In total, ten anonymous content creators will be selected and will undergo a laboratory with the Boticário Marketing, Product and Development teams, in addition to special workshops with TikTok itself and access to exclusive products in advance of the brand’s launches. The modules include a trip for candidates to the Grupo Boticário factory located in São José dos Pinhais, Paraná, and its concept store, in Curitiba. Marcela adds:
“We are always on the lookout for trends and new spaces to generate relevant conversations not only for our consumers, but for society as a whole. Through light and creative language, which promotes a real and deep connection with the audience, we understand that TikTok has enormous potential to engage different communities. Building true and deep communication across different channels is our priority. Our portfolio brings together brands of perfumery, makeup, personal care, facials, hair… and each of them has its own personality, language and specific audience.”
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