Opportunity marketing is a strategy that has been gaining ground in the Brazilian market. In the franchising sector, which moved R$65.967 billion in the first half of 2025, according to data from the Brazilian Franchising Association (ABF), this trend has boosted the visibility and expansion of networks that combine commercial intelligence with digital communication. CleanNew, a network specialized in upholstery cleaning and protection, is one of the brands that has embraced this strategic movement. The company bets on the figure of CEO and founder Fritz Paixão to consolidate its digital presence. With over 600,000 followers and a reach of 6 million monthly views on Instagram, the entrepreneur has turned his daily routine into content, sharing success stories, behind-the-scenes of the business, and insights about the industry.
For Fritz, opportunity marketing stands out as a competitive differentiator. ‘This tactic has the power to create genuine connections with customers, as they identify with the personal and emotional narrative, which strengthens the company. By associating the entrepreneur’s image with the brand, this figure acts as an influencer for their own business, giving the enterprise reach, credibility, and engagement—key factors for strong performance in the digital market. The result is connection, increased conversion rates, and customer loyalty,’ explains Paixão.
More than just following trends, this approach aims to act with speed, authenticity, and purpose toward consumers. ‘I believe this movement will continue to attract new leaders to take the lead on their social media, positioning themselves as references in their markets and establishing closer relationships with their target audience and future investors,’ adds the CEO.
