Before launching a social media communication/advertising/marketing plan in Brazil, brands should take the following into account:
- Social media has taken off at rapid rates;
- Brazilians are spending 19.3 hours online versus 9.8 hours watching TV;
- member communities are huge;
- Brazilians don’t like to be inundated with superficial advertising such as billboards and radio placements; and
- Brazilians are hugely community oriented people.
These facts therefore not only change the way in which brands allocate advertising dollars but more importantly alter the format of the ads them self. It also means that simply adding brand advertisements i.e. banner ads to Orkut (Brazil’s dominate social media platform) is not the answer. In fact the proverbial social media plan just won’t do it either. Instead, the solution lies in turning traditional advertising on its head and creating a new path; one that is focused on creating and generating buzz that can then be spread through social media sites with more authenticity and a sense of community.
Seasoned marketers already know that word of mouth and viral marketing is one of – if not the – most effective marketing technique. According to the United Kingdom’s blogstorm, “viral marketing campaigns are an amazing way to generate a huge amount of buzz and brand awareness whether they are carried out online or offline.” Given Brazil’s social media influence, online viral campaigns become all the more relevant.
One Brazilian company – Dreamjob.com.br – has already figured this out with the launch of their “Worst Job in The World” viral campaign.
The video features beautiful Brazilian models and a large amount of sarcasm (which undoubtedly helps ratings) has been viewed on YouTube 773,716 times and has received 233 comments in the past two months.
Last year, blogstorm posted “The Top 10 Viral Marketing Campaigns Of All Time” that companies aiming to launch social media campaigns in Brazil can emulate.
The list includes:
- Nike’s “Touch of Gold”
- Quicksilver’s “Dynamite Surfing”
- Transport for London’s “Do The Test”
While not all companies can – nor am I suggested they should – employee overt sexual innuendos or extreme sports, they should pay attention to the power that viral campaigns can have on the ability to reach intended objectives.