Carnival is more than a party: it’s a cultural spectacle that moves millions of people and billions of reais across Brazil. For brands, it’s a showcase to position themselves creatively and connect with consumers beyond the Rio-São Paulo axis. After all, Brazil’s biggest popular festival takes place in different regions of the country.
In 2024, for example, Belo Horizonte in Minas Gerais and Salvador in Bahia attracted over 5 million and 3 million people, respectively. The data comes from the Ministry of Tourism. “Brands should take advantage of cultural events with national reach to expand their market. In this sense, nano and micro creators can act as local ambassadors, translating the brand’s identity for 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 federal units of Brazil, with the main carnival destinations concentrating 58% of the over 220,000 content creators registered on the platform. “We have creators working 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 these creators, since the carnival season presents a great opportunity for brands in the Beauty, Fitness, Fashion, Food, and Beverage sectors. After all, crossing creator location data with their niches contributes to a more efficient strategy when promoting a brand during important dates like Carnival.
In Recife, for example, 59% of creators focus on Beauty-related content, while in Florianópolis most focus on Fitness topics (60%). In Fortaleza, more than half of creators address Fashion-related themes, and Salvador reaches nearly 30% of creators talking about Food & Beverage.
Ultimately, what do all these data mean for brands? They demonstrate that there is a great opportunity for companies to activate hyper-segmented and regional campaigns, leveraging the potential of influencers who have an authentic connection with their local audiences. “Our country is diverse, and Carnival reflects this plurality. A well-planned strategy should include 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 main ways to use nano and micro creators in marketing strategies are:
- Local activations and real-time coverage: creators can share authentic experiences of street parties, private events, and themed parties, generating immediate engagement for brands.
- Promotion of products and services relevant to the festivities: segments like fashion, beauty, tourism, and food benefit from presenting specific solutions for Carnival, whether through makeup tutorials, outfit tips, or bar and restaurant recommendations.
- Participation in brands’ media mix: nano and micro creators offer a more humanized and closer approach to the audience, complementing traditional and digital media influence strategies.
- Challenges and viral campaigns: creating challenges on TikTok or Instagram with nano and micro creators can boost campaign reach and engagement.
The importance of local creators for brands
The advantage of 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 hyper-personalized campaigns. Additionally, these influencers act as true cultural ambassadors, connecting brands to the habits and values of different regions of Brazil.
Ultimately, Carnival is about connection, culture, and identity. Brands that strategically explore this, relying on authentic and regional creators, will not only expand their presence but also create memorable and impactful campaigns.
