O Boticrio, for example, shows a campaign with presenter Ana Clara Lima and Renner brought media to creator Patrcia Pontalti
The tireless promotional calendar in the brands’ proposals to enlist customers. Valentine, celebrated this Monday (12), makes the midfielder with hearts in love through these little gifts that ratify the commitment of the relationship. This is Renner’s footprint in the Grandes declarações campaign, signed by the agency Suno Paim and Santa Transmedia, starring content creator Patrcia Pontalti, who reiterates in the film her best wishes to the beloved Nelson Motta, music critic for TV Globo, producer and composer.
The advertiser uses influencer Patricia in the multichannel action and also Galvo Bueno in TikTok. And influencers are on the rise in Valentine’s projects. Squid attests, through research, that brands are seeking support from content creators and their audiences, in addition to investing in new platforms to make their campaigns viral.
Squid, as specified in its statement, heard from 2,663 content creators registered on its platform who claim they are also in an affective relationship at the moment. The survey showed that 90% of respondents consider the date to be important and in 2023 are keen to celebrate. Of the influencers heard, 80% were women and only 15% were men, 62% from the Southeast, 17% from the Northeast and 13% from the South of the country.
Brazil is the most impacted by influencer marketing in the world, surpassing even China, according to data from the Global Consumer Survey. Brands need to be increasingly attentive to carry out campaigns in which they connect with consumers in a real way with content creators, comments executive Felipe Oliva, CEO of Squid, adding that in 2021, all campaigns carried out by Squid related to the theme were aimed at the Instagram platform. Already in 2022, there was a dissemination of these actions, also reaching content aimed at the social networks YouTube and TikTok. In 2021 and 2022, Squid accounted for 17 million impressions on the date.
Clothing is the favorite item, according to Squid’s analysis, which also observed that 78% of homoaffective couples will celebrate the date by exchanging gifts; Boticrio was the most remembered brand for the date by all respondents. This data is consistent, especially since Valentine’s Day takes place in the month of LGBTQ+ Pride. For example, the clothing brand Tjama launched a campaign to celebrate the month of Pride, which featured teacher, biologist and influencer Jessi Alves and her girlfriend, producer St Frick. The collection is part of the Disney Pride Collection, and brings gender-neutral pieces for different body types, which is the main focus of the company founded by Cintia Abravanel alongside her children Tiago, Ligia and Vivian, details the company.
According to Neotrust projections, the expectation for 2023 is optimistic because retail revenue in 2022 was BRL 6.5 billion, with 15.4 million purchases made online. For retailers, omnichannel, the main sales integration strategy, which enables an easy and functional consumer experience, is the best alternative to boost sales, as it provides a complete shopping journey and allows customers to buy in a personalized way, he observes. Juliano Ricardo Regis, commercial manager of Myrp Enterprise, who continues: According to a study released by Track.co, 63.3% of businesses are increasingly concerned about the reputation of their services.
Read the full story in the June 12 issue of PROPMARK
