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.



Target Definition | LUA

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

 Repositioning | Ford of Brazil

Repositioning | Ford of Brazil

Faced with a drastic decline of the Brazilian car market since 2013 and the increasing heated competition of Asian car manufacturers, Ford Brazil has experienced great difficulty in attracting buyers. Problems in the production of some car models further aggravated the situation, compromising customer retention. Against this backdrop, CRICA consulting was contracted in August 2016 to oversee and analyze a series of quantitative and qualitative studies on the new perceptions and demands of Brazilian car buyers. When CRICA was hired, the studies had already been commissioned by Ford to be conducted among its suppliers in Brazil and abroad. The challenge was to extract consistent findings from the enormous amount of data to guide the brand's new strategic action plan, which would be reflected in its communications and services provided to consumers.  The mission took around six months to complete. Next, CRICA consulting was invited to attend a global Ford meeting to consolidate the brand's new strategic plan for Brazil. The company spent a week at a hotel in São Paulo, immersed in the exchange of ideas with representatives from various markets (USA, Mexico, Argentina, the United Arab Emirates).  CRICA played such an important role at the meeting that less than 1 month after the meeting, the car manufacturer decided to hire the company to undertake a new endeavor: to urgently test the company's 3 possible brand platforms among its stakeholders, in order to select one to be implemented.  With the support of a resourceful team, CRICA developed and conducted a study with 40 key players, including employees, dealers, buyers and customers. Less than 30 days after CRICA had received the invitation to conduct the study, the results were presented to the Ford's directors in Brazil and the US.  The strategic recommendations not only identified the most promising platform, but also revealed weaknesses and opportunities for the next steps of the brand in Brazil.  Photo bellow: car buyers in one of the 8 group discussions held on the concept testing phase.

Brazilian Millennials | Skol

Brazilian Millennials | Skol

When Wieden+Kennedy was awarded the account of Skol Beats and other Ambev brands, the company contracted CRICA consulting to undertake a series of 6 studies. The idea was to identify and understand recurrent and emerging issues among Brazilian youth, to guide the positioning of new versions of the beverage that were being developed, as well as inspire new projects, contents, campaigns and partnerships.Custom-made methodologies were developed and applied to assess each theme in the series, which included nightlife, electronic music festivals, seduction, group fun and experimentation.In 8 months of work, we systematically identified and followed around 50 young people on social networks. We talked in person with at least 30 of them, including influencers, and carried out in-depth participant observations whenever the context required more thorough research. The studies provided the growing brand with clear paths to determine the brand's aesthetic and language choices.  Follow the links below to view the first two agency campaigns for Skol Beats, based on the outcomes of the series of studies: https://www.youtube.com/watch?v=o-D-zSbDEWw / https://www.youtube.com/watch?v=hCqPcpmEbuw 

 Brazilian Millennials | Ferrari

Brazilian Millennials | Ferrari

Saatchi & Saatchi Italy participated in a Ferrari pitch for Latin America, with three other global agencies. The challenge was to relaunch Ferrari perfumes in these markets and make the brand stand out from the average concepts of its competitors, transforming the perfume into the first choice of young urban Brazilians. The company called on CRICA consulting for a better understanding of the target market's mentality, desires, habits and best communication strategies.  We conducted original research by cross-referencing three different methodologies, in which we interviewed numerous people, followed some more on social networks and carried out in-depth participant observations in meaningful contexts for young Brazilians. The study helped Saatchi & Saatchi Italy choose the right creative path and win the Ferrari pitch.

"Reverta" | Art exposition

CRICA consulting handled the edition and the titles of "Reverta - arte e sustentabilidade (Reverta-art and sustainability)", which was held at the OCA Museum in São Paulo. The exhibit was constructed with 99% recyclable material. In a 2-month period, the exhibit received 40,000 visitors, over half of which were students. Through the use of photos, infographics, installations and interactive games, the exhibit addressed a crucial issue for the future of our planet: the destination of post-consumer waste, showing that nothing is discarded and everything can be transformed.  For the full content, see this link: http://www.reverta.com.br/.  See below for photos of the exhibition. 

Knowledge Platform | Saatchi

Knowledge Platform | Saatchi

A deep symbiosis between F/Nazca Saatchi & Saatchi and CRICA consulting, F/Radar is a knowledge platform based on a large quantitative survey with a national scope. Held annually since 2007, this survey explores the impact of the Internet on the consumption and behavior of Brazilian consumers. This edition focused particularly on digital activism. The idea was to quantify the phenomenon and try to understand the limitations and challenges of new forms of political activism in networks in Brazil. The results of the study were featured not only in presentations with charts and numbers, but also in a documentary created by CRICA consulting and a public debate held at the Museum of Modern Art to celebrate the first exhibition of the work. CRICA played an intrinsic role in the project, from developing the survey questionnaire, which was conducted by Datafolha, to the interpretation of the results, identifying findings and trends, in addition to forging concepts. CRICA was also responsible for preparing the pre-script for the documentary, suggesting and interviewing sources, as well as directing the edition based on the analysis and organizing the raw material by subject matter. We also produced documents to present the numbers, press releases and even posts for social networks. In just a few days, the documentary garnered about half a million views. The launch debate was attended by renowned activists, journalists, marketing executives, the F/Nazca partner, Fábio Fernandes, planners from other major agencies in Brazil, students and people with an interest in the subject. Articles were published in Meio & Mensagem and a TAB in UOL platform. The Metrópolis program of TV Cultura also broadcast an interview. The project was presented at the II International Congress of Net-activism, at ECA-USP, at the invitation of Professor Massimo Di Felice. See the link for a full presentation of the search results, the videos and the online platform created exclusively to promote the project.  https://medium.com/@fnazca/ativismo-digital-ea9171dd4fc5#.tn46hq1x1 http://www.fnazca.com.br/wp-content/uploads/2015/10/f_radar-2015-revisado.pdf

Women Empowerment | Avon

Women Empowerment | Avon

At a time when the Avon brand was being completely repositioned around the world, JWT, the brand's advertising agency in Brazil, contacted CRICA consulting with a challenge: analyze the results of an unprecedented quantitative study on the limitations of women’s involvement in Brazilian society and transform these results into a very well written and attractive document for publication. The White Paper we developed served not only to promote the findings of the study but also became the key content for the brand's new positioning.

Mobile Web Study | Saatchi

Mobile Web Study | Saatchi

A quantitative study on a national scale on mobile internet, citizenship and consumption, conducted on behalf of F/Nazca Saatchi & Saatchi with the operational support of Datafolha. In addition to defining the subject of the study and formulating the questionnaire, CRICA consulting analyzed the initial results and created the content to be promoted, such as presentations, press releases and videos. Check out the presentation for more information: http://www.fnazca.com.br/wp-content/uploads/2014/12/fradar-14_publica-site.pdf

Urban Intervention | Heineken

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.

Social Media Study | Saatchi

Social Media Study | Saatchi

Special 10-year edition of the knowledge platform, created by CRICA consulting, which helped to dissect the online behavior of Brazilians. Completed for F/Nazca Saatchi & Saatchi with operational support of Datafolha.  In addition to defining the specific subject of the study and formulating the questionnaire, CRICA consulting analyzed the initial results and created the content to be promoted, such as articles, presentations, press releases and videos. Please see below for the poster that shows the highlights of the study. Please see the presentation for more information: http://www.fnazca.com.br/wp-content/uploads/2011/05/fradar_edicao8_site.pdf

Repositioning | Globo News

Repositioning | Globo News

To capture media consumption trends and propose a new path for Globo News (the main Brazilian television news channel), at a time when it was competing with the growth of the internet as a news resource, we listened to 52 Rede Globo journalists, 114 television viewers and 4 experts, among them the Italian philosopher Gianni Vattimo, in Buenos Aires. At the end of the project we not only changed the channel's slogan (which is still in use today), but also the way the channel thinks, produces and offers news. Check out excerpts from interviews with experts and the film of the launch of the new positioning, which was the fruit of over a year of research. 

News Research / Saatchi BR

News Research / Saatchi BR

National quantitative study on internet access, news consumption and e-commerce. Completed for F/Nazca Saatchi & Saatchi with operational support of Datafolha. In addition to defining the subject of the study and formulating the questionnaire, CRICA consulting analyzed the initial results and created the content to be promoted, such as presentations, press releases and videos. Please see the presentation for more information: http://www.fnazca.com.br/wp-content/uploads/2011/05/fradar_edicao8_site.pdf