Investing in advertising campaigns is a crucial strategy for companies looking to increase their visibility and engagement in the market. However, the inadequate selection of influencers and professionals can result in low results and financial losses.
Choosing influencers without a thorough prior analysis can lead to negative consequences, such as a disconnect between the brand and the target audience.
“It is essential not to act on intuition, but rather based on concrete data,” said Marcelo Calone, CEO of Grupo Calone, a company specialized in smart hiring of personalities. He points out that the lack of criteria in the selection can result not only in ineffective campaigns but also in damage to the brand’s reputation.
In an interview, the specialist highlights the importance of a thorough analysis in choosing personalities for campaigns, emphasizing the innovative tools his company offers to optimize this process.
What are the main tools that Grupo CALONE® offers to assist companies in selecting personalities for their advertising campaigns?
Marcelo Calone – The Grupo CALONE® provides a data intelligence and strategic management ecosystem for selecting personalities, ensuring the best fit between brands and talents. Among the main tools, the following stand out:
– DBIPro® (Digital Business Intelligence Program): exclusive technology that
tracks and maps public behavior, optimizing the choice of
personalities based on accurate data;
– LinkPro©: tool that analyzes the engagement and digital relevance of personalities on different platforms, ensuring impact and conversion for campaigns;
– Media Score and Impact on Content: in-depth evaluation of the audience, authority, influence, presence, and digital reputation of the personality before hiring;
– Smart Setup: integration of metrics and strategic projections to predict the performance of the personality in the campaign;
– Risk and Compliance Management – legal, moral, and regular analysis to ensure that the partnership aligns with the brand’s values and guidelines.
These solutions ensure that brands invest in assertive partnerships, avoiding decisions based on ‘guesswork’ and prioritizing the maximum profitability of campaigns.
How does Grupo CALONE® assess the compatibility between a brand and a personality before recommending a partnership?
MC – Compatibility between brands and personalities is analyzed based on a combination of behavioral data, engagement metrics, and alignment of corporate values. For this, Grupo CALONE® adopts a three-step analysis model:
– Target Audience Diagnosis: using DBIPro©, the behavior of the brand’s audience is analyzed to identify the personality profiles that best resonate with this audience;
– Alignment of Values and Positioning: the brand’s identity is compared with the personality’s history, ensuring that the partnership enhances the reputation and strategic objectives of the company;
– Match de Valores e Posicionamento: a identidade da marca é comparada com o histórico da personalidade, assegurando que a parceria fortaleça a reputação e os objetivos estratégicos da empresa;
– Impact Content and ROI Simulations: tests and predictions are carried out to estimate expected engagement and conversion, ensuring that the choice of personality maximizes campaign results. This process ensures that brands choose authentic spokespeople who add value and strengthen their image with the public.
How are performance metrics and return on investment (ROI) considered when choosing a personality for advertising campaigns?
MC – We adopt a data-driven model, where ROI is predicted and monitored at all stages of the campaign. The key metrics evaluated include:
– Qualified Audience: the actual reach of the personality within the brand’s target audience;
– Engagement and Conversion: audience interaction with the personality’s content and the campaign response rate;
– Digital Presence and Reputation: how the personality’s image impacts brand perception;
– Budget Projection and Financial Impact: calculating the cost-benefit of the partnership, optimizing advertising investment.
With these metrics, we ensure that the selected personalities deliver tangible results and that campaigns are optimized to maximize financial and strategic returns.
– Projeção Orçamentária e Impacto Financeiro: cálculo do custo-benefício da parceria, otimizando o investimento publicitário.
Com essas métricas, nós asseguramos que as personalidades selecionadas entreguem resultados tangíveis e que as campanhas sejam otimizadas para maximizar o retorno financeiro e estratégico.
What are the most common challenges faced by companies when hiring personalities and how does Grupo CALONE® help overcome them?
MC – Companies often face challenges such as:
– Inappropriate choice of personality: Misaligned partnerships can harm the brand’s image;
– Difficulty in measuring campaign impact: lack of clear metrics to evaluate personality performance;
– Crisis and conflict management: unexpected reputational issues
involving the contracted;
– Legal and contractual risks: failures in partnership formalization can lead to financial and legal losses.
The CALONE® Group overcomes these challenges through predictive analysis and target audience mapping via DBIPro©, ensuring the selection of the most aligned personality to the brand; continuous campaign monitoring and real-time strategic adjustments; risk management and compliance, minimizing negative exposures and ensuring legal, moral, and regulatory compliance, in addition to accurate performance reports, providing insights on campaign impact and profitability. With this approach, brands reduce risks and increase the effectiveness of their advertising strategies.
How does the CALONE® Group stay updated on market trends and public preferences to guide companies in choosing personalities?
MC – Continuous updates on public trends and preferences are essential to ensure successful advertising campaigns. The CALONE® Group maintains its expertise through:
– Real-time analysis with DBIPro©: a tool that tracks changes in audience behavior and digital trends;
– Social media and media platform monitoring: identification of viral movements and evolution of consumer preferences;
– Strategic partnerships and market research: continuous studies on new consumer demands and the impact of personalities;
– Parcerias estratégicas e pesquisas de mercado: estudos contínuos sobre novas demandas de consumo e impacto das personalidades;
– Applied Neuroscience to Audiovisual: analysis on how consumers react emotionally to content and influencers;
– A/B Testing and Impact Simulations: validation strategies before the
launch of campaigns.
This commitment to innovation and market intelligence allows us to anticipate trends and provide assertive recommendations for highly effective advertising campaigns.
