The Carnival is more than just a party: it is a cultural spectacle that moves millions of people and billions of reais throughout Brazil. For brands, it is a showcase to position themselves in a creative way and connect with consumers beyond the Rio-São Paulo axis. After all, the biggest Brazilian popular party happens in different regions of the country.
In 2024, for example, Belo Horizonte in Minas Gerais and Salvador in Bahia attracted more than 5 million and 3 million people, respectively. The data is from the Ministry of Tourism. “Brands should take advantage of cultural events with national scope to expand their market. And, in this sense, nano and micro creators can act as local ambassadors, translating the brand’s identity to different audiences and making communication more authentic and closer to the reality of each region,” analyzes Rapha Avellar, CEO and founder of BrandLovers.
According to the mapping done by BrandLovers, nano and micro creators were identified in all 27 federative units of Brazil, with the main destinations of revelers concentrating 58% of the more than 220 thousand content creators registered on the platform. “We have creators operating in Bahia, Minas Gerais, Pernambuco, Rio de Janeiro, Santa Catarina, and São Paulo, just to name a few,” says Avellar.
More than that, BrandLovers investigated the niches of action of these creators, since the festive season proves to be a great opportunity for brands in the Beauty, Fitness, Fashion, Food, and Beverage sectors. After all, crossing the data of the creators’ locations and their niches contributes to a more efficient strategy when promoting a brand on important dates like Carnival.
In Recife, for example, 59% of creators focus on Beauty-related content, while in Florianópolis the majority focus on Fitness topics (60%). In Fortaleza, more than half of the creators address Fashion-related themes, and Salvador has nearly 30% of creators talking about Food & Beverage.
In the end, what do all these data mean for brands? They demonstrate that there is a significant opportunity for companies to activate hyper-targeted and regional campaigns, leveraging the potential of influencers who have authentic connections with their local audiences. ‘Our country is diverse, and Carnival reflects this plurality. A well-planned strategy should involve creators who represent this diversity and can convey the cultural essence of each region,’ analyzes Rapha Avellar, CEO and founder of BrandLovers.
How to use creators to maximize the impact of Carnival campaigns?
The secret to successful Carnival campaigns lies in leveraging the authentic influence of creators. Some of the key ways to use nano and micro creators in the marketing strategy are:
- Local activations and real-time coverage: creators can share authentic experiences from street blocks, private parties, and thematic events, generating immediate engagement for brands.
- Promotion of products and services relevant to the festivity: segments like fashion, beauty, tourism, and food benefit from presenting specific solutions for Carnival, whether through makeup tutorials, fashion tips, or recommendations for bars and restaurants.
- Participation in brands’ media mix: nano and micro creators offer a more personalized and closer approach to the public, complementing traditional and digital media influence strategies.
- Challenges and viral campaigns: creating challenges on TikTok or Instagram with nano and micro creators can boost the reach and engagement of campaigns.
The importance of local creators for brands
The difference with nano and micro creators lies in their proximity to their audiences. Being more niche, they can engage their followers genuinely and deliver superior results in highly personalized campaigns. Additionally, these influencers act as true cultural ambassadors, connecting brands to the habits and values of different regions of Brazil.
In the end, Carnival is about connection, culture, and identity. Brands that know how to explore this strategically, relying on authentic and regional creators, will not only expand their presence but also create memorable and impactful campaigns.
