Agencies like WMcCann began planning in June; Google and Meta activate their inventories, and Rede Globo presents ‘Vem que tem’
The world turns and the economy rotates. And the end of each year brings extra motivation for Brazilian consumers to go shopping: some savings, the first installment of the 13th salary, credit offer, debts renegotiated by Serasa, discounts, news and technological updates, as well as factors such as impulse, indulgences and necessity, the thing is to buy.
Black Friday has turned into a great opportunity. One month before Christmas, the date that includes the other slice of the salary bonus, moving phygital trade not only on November 29th, but in the weeks leading up to the date. Black November, Méqui Friday, Green Friday and Pag Friday are some of the appropriations that advertisers make to take advantage of the date benchmark, created in the United States on the day on which Thanksgiving is celebrated (November 28).
Studies begin at the beginning of the second semester. Wake/Opinion Box interviewed 1,076 Brazilian consumers between July 24th and 30th and 66% said they will buy this Black Friday. Armed with data like this, brands activate their agencies and explore media channels with tailored communication to attract the attention of those with the knife and cheese in their hands.
Creators
And there’s no Black Friday without influencers. The specialized Wake Creatores developed a study that highlights the preferences and trends of influencers for this period of promotions: 24.3% of respondents tend to value advertisements that highlight major discounts and promotions. 12.6% prefer campaigns with product demonstration videos; 12.5% like fun and creative content that puts price in the background. The most remembered companies during Black Friday are Magalu, Amazon and Americanas; The most used channels to see product reviews are: shopping sites, which lead the search (65%), followed by Instagram (58%) and ReclameAqui (55%).
“Companies must invest in authentic and accessible reviews, using multiple formats and channels to reach different consumer profiles”, explains executive Julia Affonseca, business and operations director at Wake Creators.
According to Grupo Globo’s Black Friday 2024 Consumer Panorama, revenue could reach R$9.3 billion. Valéria Soska, Globo’s marketing director, highlights that a modular and multiplatform commercial project was built to guarantee the brands’ presence on shoppers’ agendas. The market also offers the Gama programmatic media platform. On Globo’s schedule, on Thursday (28), comedian Paulo Vieira presents the program ‘Vem que tem na Globo’. The sponsors are: Whirlpool (Brastemp), Mercado Pago, Mercado Livre and Dell.
“For Globo, it is another chance to make our multiplatform content available to advertisers, at a strategic moment, to encourage conversations and engagement with Brazilians, regardless of the stage of the funnel they are in. Our high-impact plan, designed to achieve each advertiser’s objectives, relies on artificial intelligence resources to optimize deliveries. Advertisers will be part of the dynamics of the special which, this year, will have a new format and a presentation by Eliana, in her debut on TV Globo, and Paulo Vieira”, he states.
Read the full article in the issue of propmark from November 25, 2024
