Leonor Veríssimo, Digital Specialist LPM“At a time when the consumer is looking for the authentic and the real, it is important that social media do not reflect purely commercial communication.”
Value for the audience
Proximity and a greater connection and loyalty of consumers to the brand. For example, we started to invest on partnerships with small entrepreneurs and specific actions that allow the brand to reach new audiences in new ways. We provide samples at special events on the topic or other initiatives that are linked to the brand's universe. These partnerships only happen because people come to us through social media and, in articulation with the customer, we are able to follow up the different requests.
Value for the brand
We bring Barral brand closer to a true “love brand”. The biggest challenge was also to balance commercial communication, merely related to product sales, with more aspirational communication. Today we have a cooler, more modern, inspiring, irreverent brand communication.