Companies point out the methods, advantages and disadvantages of investing in the strategy
Brazil is a continental country, with cities that are the same size or even larger than some European countries and the most diverse cultures, people and dialects. This reality means that agencies need to adapt brand campaigns to reach the defined target audience.
To do this, research is carried out on consumer habits, media preferences, and local traditions to help companies understand what tone they should adopt and how to communicate with those people.
“We understand that Brazil is a vast and culturally diverse country, which requires a personalized approach for each regional campaign. To identify and integrate the cultural particularities of the different regions, we follow a process that involves detailed research and local insights,” explained Alex Rodrigues da Costa, co-founder of Nexx Brasil.
These practices are adopted by several agencies and, in addition to these, Flavia Altheman, CEO of Magenta, highlighted audience segmentation, regional partnerships, focus groups and A/B testing. According to her, “effectiveness lies in adopting a comprehensive approach to all these efforts for an in-depth understanding of local consumption habits”.
Vitor Barros, CEO of Propeg, also highlighted the importance of combining media research and BI data with practical knowledge. At the agency, which has six offices spread across five states and the Federal District, this type of strategy can only be effective if the people behind it have experience in the region, listen to the public and talk to media partners.
“Regional culture requires sensitivity and subjective data. We need to step outside the Faria Lima chairs. This is how it works, with diverse and integrated local teams, combining data with experience and conversations in the regions where we carry out our regional campaigns,” Barros added.
CHALLENGES
Despite being well-received by the public and all the research work behind the pieces, Débora Beltrão, Media and Data Director at Ampla, pointed out some challenges that are faced in the production of this type of campaign.
According to her, the lack of adequate data in various locations is one of the main difficulties. “When we have information from different databases, it becomes difficult to analyze and compare proposals,” she explained.
Daniel Oliveira, CMO of OMZ, states that the change in people’s behavior in relation to media consumption means that companies have to “think outside the box” to understand these behavioral differences and look for means, vehicles and formats that are not part of everyday life.
“There is also an operational challenge, which is to execute and guarantee the delivery of this media, which ends up being quite fragmented when compared to a national media plan. It is essential that the media team, in addition to being structured for this execution, has a critical and investigative profile to seek the best solutions”, he added.
When it comes to business, Ausra Sliesoraitis, managing partner of media planning and strategy at Jotacom, stated that this type of campaign allows for greater connection with the target, but that, even so, it can have higher base media costs due to the restricted potential reach.
Read the full report in the print edition of September 9th.
