MEETRAFA
For the past 6 years I’ve been helping companies increase their sales and brand awareness through digital, experiential, contests and events.
Here are my favorite contributions as an account planner.
CONTEST: ColgateThe task:Launch a new tube cap for an old product.
The campaign:To turn a minor product innovation into something worth talking about, the campaign focused on encouraging the consumers to go to the POP and check the new package for themselves.
The motivation was the chance to find one of the special packages with a sound mechanism inserted in the new cap, that would speak to the consumer telling him he had just won an iPod.
My contribution:Provided insights for the creative team in order to transform Colgate new cap into something tangible and worth sharing among friends, supported the marketing team get the retailers onboard, facilitated the legal approval within responsible authorities.
SOCIAL MEDIA/PR: ConnecteThe task:Get people to sign up for Coneccte, a hospital’s social media network for cancer patients .
The campaign:Understanding that patients can’t get 100% empathy from their friends and family was key, so we focused on spreading a token to people fighting the illness and people who had overcome it so they could see that Coneccte was a safe place to share experiences and seek comfort with people who truly can relate to each other.
We reached out to influencers and celebrities with stories to tell and launched an online member-get-member campaign focused on the token.
My contribution:Researched and interviewed patients and their support group to deeply understand their needs, planned the launch event, designed a social influencers activation plan and monitored social media interactions.
It lead to an award of Digital Marketing by the Brazilian Business and Marketing Association.
DIGITAL: Quaker
The task:Get people to try four different flavors of nuts bar.
The campaign:We bridged online recommendations with real-world experiences through a sampling chain effect.
Web influencers were hand-picked for spreading the word and getting the ball rolling. Through the brand’s Fanpage, they selected four Facebook friends each to receive a sample of the new flavors.
The new samples arrived at their friend’s houses with a code for them to keep the chain alive, getting four more friends each involved and so on, while a geo-localization map showed in real-time the distance travelled.
My contribution:Provided insights for the creative concept and researched social reach and influence to pick the four ambassadors.
WHAT ELSE?I also run a research consultancy specialized in contests
Promoreport.com.br
A YouTube channel focused on women’s football
Girls Have Gamehttps://goo.gl/nGaks5
And create content for an online store
Crafty88.com
I’m looking for opportunities to work in creative, innovative projects with a focus on content, social media, experiential or contest marketing.If you believe I can be a good fit to the team, [email protected]
WHAT’S NEXT?
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