Mileidi Mihaile, 32, has more than 5 million followers on social media and uses her influence to promote the Northeast of the country
“Maranhão and communicator”. This is how the businesswoman, influencer, television presenter and dancer, Mileidi Mihaile, 32, defines herself on social networks.
The influencer was part of the cast of the reality show A Fazenda 13, in 2021, and was considered one of the favorites for the award. A year after her participation, Mileidi noticed a greater search for brands and used this in her favor to launch an event focused on the region she was born: Vila Da Mila, a São João party promoted by the influencer.
“In this year’s edition, where we held a large event, open to the public, with many people and attractions, I took around 7/8 brands with me. All with influence and activation in Fortaleza”, said the influencer.
In total, the business has more than 5 million followers on Instagram and more than 140,000 subscribers to the YouTube channel. The businesswoman’s charisma and good humor led several brands to seek her out to represent their products, such as: Niely, Downy, Rosa Selvagem, Fina Paixo, Oro Laser, Monange and many others.
To PROPMARKMileidi tells about her early career, how participating in the reality show impacted her work and about the importance of brands aligning themselves with influencers in the Northeast of the country.
How did your history with the internet begin?
In a very organic way. When social networks started to appear, like Orkut and Facebook, we didn’t have a career possibility with them. It was just leisure. And in that leisure, I noticed an interest of my followers in my lifestyle. Maternity tips, looks, make-up, body care and so on. It was with Snapchat that I noticed a different shift in digital as I was able to communicate in real time, by video, with all of them. And it was also a situation in which brands did not know so well how to insert digital in advertising. It was a learning experience for all sides.
How and why did you decide to enter this world?
I took a lot of sport. It was something that really pleased me, having this exchange with an audience that was interested in listening to me. But when commercial proposals emerged and the real possibility of digital becoming an income, I took a deep dive. It was to unite the useful with the pleasant. There’s no way you can work efficiently on the internet if you don’t feel pleasure in the profession, because the discomfort shows through.
Do you remember what was the first advertising campaign you did? If yes, which one and when was it?
For my own tag MIHAILE BRAND. At the time it was a multi-brand and the subscriptions started to hire me and that’s how it all started.
You participated in the Farm. After your participation, did you feel an increase in the search for brands?
Yes, I felt it, it was even one of the reasons that led me to accept the invitation. A reality show a national showcase. My name is my brand, therefore, my brand was on prime time on open TV, daily, for 3 months. There’s no way that won’t influence your market demand.
How do brands get to you? Is there any agency or platform that bridges your gap with the brands? How does this work?
I’ve worked my whole life being the front person for my personal brand. I lived in Fortaleza, so looking for brands and jobs came mostly from the northeast. When I went to reality, which would give me a national boost, I joined Mynd, but keeping all my people from Fortaleza. Today, I continue with the two bridges, to balance the demand. The proposal arrives, is evaluated, passes through me and, if everything is right, we move forward with approval.
Do you participate in the creation of the campaign? Script, production, etc.
I participate I give the brand a lot of freedom to communicate with me, to give me the idea that it wants and seeks. But that won’t always fit into my social networks and, consequently, engage my audience. To which I enter and give my opinion. Advertising needs to be my face, because I’m the one who’s stamping the content. I cannot associate with something that does not have my identity.
You released your first So Joo. How did the idea come about and how were the brand captures?
I love Festa Junina. I think one of the great beauties of being Brazilian. Our culture is very rich in beautiful celebrations. But in Fortaleza, there was no São João of the magnitude of my state. I missed it because spread throughout the other states of the northeast, there are several well-known São João festivals. This is how Vila Da Mila was born, which in this 2022 edition has become a major highlight in Cear. As for the brands, it was a really fun part, actually. There’s no way you can lift big events without strong collaborators. In this year’s edition, where we held a large event, open to the public, with many people and attractions, I took around 7/8 brands with me. All with influence and activation in Fortaleza. I need to be true to my speech. There’s no way to raise the flag of my state, looking for a big event for my city, with brands that don’t give visibility to Ceará people. The speech needs to be aligned in every detail, from the event to the brands they support.
For you, how important is it for brands to support projects aimed at the Northeast?
I think it’s of the utmost importance. The Northeast is a cultural cradle. A talent mine. There is something that goes beyond this region. Brands that have already realized this are coming out ahead. For also a populous region with purchase capital, deceives those who think that the northeast is not a potential customer. In my research for Vila Da Mila, I found that the Northeast occupies the second position in the national IPC ranking (Consumption Potential Index), with Salvador and Fortaleza among the ten cities with the highest consumption rate in the country. The world has changed, and the Northeast has changed with it. Limiting your brand to the Southeast is no longer just xenophobic, it has become a commercial mistake.
How do you see yourself as a brand?
I believe it is a faithful and accessible brand. I prioritize long and lasting partnerships. I think that makes the audience loyal. If a brand enters into a project with me to add to it, you can be sure that I will wear the shirt and do everything to add to them too. And I understand my audience. I want them to feel close to me. Inside my choices and decisions.
What is the best definition of the Mileide Mihaile brand?
Transparent, true, faithful and conscious.