At Netshoes, the largest sports and lifestyle e-commerce platform in the country, has partnered with On The Nose in a special campaign to promote Black November, a month-long promotion on the company’s app and website. The agency was responsible for creating an action involving celebrity look-alikes, a theme that aligns with the motto “no imitations necessary”, the theme of the company’s 2024 Black November campaign.
On The Nose not only managed all the campaign talents, but also was responsible for the planning, creation, and execution of a social media spin-off with Priscila Beatrice, a look-alike of an international singer. In the action, the influencer was taken to Oscar Freire street in São Paulo, a luxury shopping district, so that the public would question whether she was the “real” Barbados singer or not.
“Our idea this year is to satirize the fake and utilize our Black November pioneering spirit, commitment, and credibility with our consumers against offers that do not deliver the truth,” says Gabriele Claudino, marketing director of Netshoes. “That’s why On The Nose’s proposal fits perfectly with what we aim to achieve with this campaign: viralization, memes, and consumer attention focused on our promotions.”
To generate conversations and spread the news about the possible presence of the international singer in Brazil, a strategy was created using digital stands, with profiles of high reach such as Gina Indelicada, Nazaré Amarga, Central da Fama, and Nana Rude. They posted videos of Priscila accompanied by two bodyguards, interacting with fans who recognized her on the streets.
Amid numerous comments questioning the true identity of the singer, On The Nose brought to the scene the nutritionist and digital influencer, Rodrigo Góes. Known for his videos assessing the shape of celebrities and his iconic catchphrase “Fake Natty!”, he revealed on his social media that it was a look-alike and pointed out that, unlike her, Netshoes discounts are absolutely real. Check out the video: https://www.instagram.com/reel/DCCZmc-vkKZ/ and https://vm.tiktok.com/ZMhVaVmNy/.
Following the revelation, Netshoes intensified the campaign with strategic posts on social media, especially on Instagram, to engage the audience and reinforce the authenticity of its offers.
“Combating fake in a witty and humorous way and highlighting the credibility of Netshoes. This was the starting point for creating a campaign that would address the theme of the company’s Black Friday,” says Rafael Cappelli, co-founder of On The Nose. “Listening to the demands of our customers and building strategic and creative solutions that engage, capture the attention of diverse audiences, and deliver results for the company is what drives us daily.”
The On The Nose is a digital content agency that stands out for its creativity and innovation. Among its collaborations, the agency worked with Netshoes in this year’s Valentine’s Day campaign, starring comedian Thiago Ventura. In addition, the agency coordinated the PayDay clearance campaigns in September with influencer Dan Lessa, in the NFL, and in October and November with singer Supla.
Real combat against fake
To get an idea of the importance of this Netshoes campaign, according to data from the National Crime Prevention Council, which deals with studies and prevention of crimes, e-commerce channels specializing in selling counterfeit items are on the rise worldwide. In the United States alone, about $2 trillion are sold every year in counterfeit products.
To curb the offer of dubious origin products on its marketplace, Netshoes has a strict rules policy, a set of principles created to guide and give guidelines to sellers, called ‘non-negotiables.’ They focus on combating the sale of illicit origin products, without a receipt, counterfeit items, and any other violations of the law, with a team responsible for monitoring advertisements and penalties when necessary.
In addition, the company uses technologies that, through image search, frequently review the entire product catalog, take any suspicious ads off the air, and from that, Netshoes notifies that seller of the infraction, with penalties that may include banning the store from e-commerce. In 2024, this monitoring took down 51,000 suspicious ads and 87 retailers were banned from the platform.
