Washington Theotonio, the company’s CMO, shares details of the campaign designed for one of the busiest periods in retail
The month of November marks one of the busiest times for retail, Black Friday, a date that is marked in the calendar of Brazilians who want to save money when shopping.
Keeping an eye on the needs and desires of consumers, Americanas is focusing on the Famosa theme for offers in its campaign for the date. This year, the company is focused on regionalizing the communication of offers, considering the specificities of each location.
In an interview with propmark, Washington Theotonio, CMO of Americanas, shares details about the strategic direction of the campaign. We placed three pillars as the campaign’s strategic drivers: customer, with all their customizations and needs; original spokesperson, outside of the physical store and managers who are spread throughout Brazil, digital data and information; and offer, the main star of Black Friday, explains.
In partnership with WMcCann, Americanas wanted to structure a campaign that was different, with a focus on impacting 90% of the Brazilian population in a regionalized way. To tie all the ideas together, the agency and the brand sought out store managers who have the same name as well-known celebrities.
The campaign films feature the participation of celebrities, such as Deborah Secco, Rafael Portugal and Yasmin Castilho, with names of the store managers, to tell the news about Black Friday.
Still seeking to value store managers throughout Brazil, the campaign invests in the near lives project with TV Globo, in regionalized formats, with other store managers and local production.
Regional nano and micro-influencers are also valued in the campaign, seeking to promote customized impact by region and categories.
Americanas also announces a change of signature. We made the change based on a lot of research. It passed, the new subscription was purchased, we will use it in the coming months and it is not exclusive to Black Friday, says Theotonio.
Passed refers to stopping by the physical store, while the basket represents the Americanas basket, which is present in the store, app and website. The CMO says that the classic red basket became another star of the Black Friday campaign.
A path with a giant four-meter basket, which will run through 13 Brazilian capitals, in the Northeast and Southeast, reaching cities with lightning-fast and customized offers. The basket tour starts on November 10th and runs until Black Friday.
The media mix is very diverse. The campaign includes out-of-home pieces, on TV, digital projects, and the use of its own media, including broadcasting on Americanas radio, digital panels and banners in physical stores, social networks, display media and others, adds the CMO.
Americanas invested in consumer research throughout the year. We asked consumers about their relationship with Black Friday, what they expect from Americanas on the date and in which categories they most want to buy, he says.
With this panorama, the brand wants to impact customers, differentiate the campaign and escape the same thing. Therefore, it is not just a three-day campaign, it extends and tells an entire story on social media and also physically, concludes Theotonio.
