Target Definition | LUA

Founder of Zip.Net and Sagatiba cachaça, tireless entrepreneur Marcos de Moraes saw a huge opportunity in Brazil’s resale market. Extremely diverse and profitable, the resale of products to friends and acquaintances had barely been digitized, despite the recent explosion of internet access on mobile phones in Brazil. The idea was born for ​​an app that could organize, facilitate and empower the lives of resellers. At the time, this market was estimated at 4.5 million people. CRICA consulting became first involved in 2015, as the app was being tested by resellers of products for Avon, Natura, Boticário, Jequiti and other brands. We held two sessions in which we generated knowledge about the role of resale in the lives of resellers, we assessed communication strategies and identified the technical strengths and flaws in the use of the new tool. Almost two years later, CRICA was called in again to better define the target audience of the platform. We recommended conducting a quantitative survey on resale in the State of São Paulo. We began the project without any study references on this topic. We created the questionnaire to apply to the population of São Paulo and partnered with Datafolha to conduct the field study. We monitored the data collection through approximately 800 interviews and finally analyzed hundreds of charts with results, transforming the endless sea of numbers into outcomes that can be applied to the daily decisions of the platform managers. CRICA consulting was invited to present the findings and strategic recommendations to the company's entire administration and its advertising agency, Wieden+Kennedy, over the course of four meetings. The results of the study reshaped the resale market in São Paulo, providing the client with new parameters and opportunities for action. Follow this link to see the launching campaign of the new resale platform: https://www.youtube.com/watch?v=R3WT9sxtLzw

Urban Intervention | Heineken

Even with almost 20 million Facebook fans, Heineken and Wieden+Kennedy called upon CRICA consulting with the following challenge: to harness the potential of the collective intelligence of the brand's target audience to inspire actions, contents and campaigns. In addition to continuing to propose new aesthetics, they wanted to learn from conversations between consumers. For a few months, we exchanged ideas until we came up with a safe tailor-made methodology that could get the job done. A competing company even gave up on the project because it was so far outside the box. We identified people who represented the brand’s target audience. Next, we systematically checked their profile on various social networks. We identified subjects based on some specific criteria. Lastly, we grouped these subjects into recurring macro-themes. Some of the key subjects were also studied offline, applying a combination of investigative journalism and digital ethnography. The video below shows one of the artistic occupations in abandoned buildings in downtown São Paulo visited by CRICA team. The study revealed potential themes as well as behavior patterns of the target audience that generated reflection and an internal realignment. It also inspired brand actions on social networks and in urban settings. Check out the content below from Meio & Mensagem that portrays one of the tangible outcomes of the study on Heineken's marketing strategy.