For this Father's Day, Magalu hops on the "paitrocínio," one of the main topics on social media at this time of year, to launch its promotional campaign. With the slogan "Paitrocine your dad," the idea is to turn the internet's good humor into an opportunity to celebrate the occasion with affection, gifts, and discounts.
We captured the term "paitrocínio" widely used by Brazilians on social media. We bet on the theme "PAItrocine your father" because it brings emotion and good humor to our campaign."claims Aline Izo, senior manager of marketing, branding, and communication at Magalu. Additionally, we offer discounts of up to 60% and free shipping to encourage children to reciprocate all the support their parents have given throughout their lives.
The campaign is active until August 10th, Father's Day Sunday. During this period, consumers will find offers of up to 60% OFF on selected items on the website, app, and in nearly 1,250 physical stores across Brazil. The product assortment comes from the most diverse categories, such as electronics, appliances, personal care, fashion, and decoration.
"Humor is the dominant language on social media when we talk about parenthood, especially in Brazil. According to Winnin's estimate, content with this tone has already surpassed 58 million views and demonstrates the strength of this approach in how fathers are portrayed online," says Fabio Bronco, head of creation and business at Ogilvy Brazil. "More than just humor, there is a figure that revolves around the caricatured Brazilian father: full of quirks, with very own customs and a unique way of communicating. Therefore, we brought together two diverse families in comedic scenes in a colorful shoot to convey this joy and the striking vibrancy of the parent-child relationship."
Generating emotions with AI
Magalu also invests in an interactive and emotional experience with artificial intelligence on WhatsApp, created in partnership with 20DASH. On Lu's channel, the customer just needs to start a conversation with Magalu's virtual influencer and follow the instructions. Based on the photos sent, the AI generates personalized content to honor the bond between parents and children, like an "impossible meeting in time." The event will take place between August 7 and 10. The proposal combines technology and emotion, awakening nostalgia and generating shareable memories.
"Our artificial intelligence technology will combine photos of parents and children at the same age to create touching videos of an embrace between them and recreate moments of affection that never happened but touch the heart," says Daniel Bottas, CCO of 20DASH. The initiative goes beyond animation; it is personalized content generated by AI and demonstrates how technology can bring generations closer together and create memories filled with emotion and curiosity in a unique way. Customizing campaigns through AI is a challenge that Magalu offers us daily.
The Father's Day campaign will also feature a team of over 100 influencers, focusing on institutional and promotional disclosures. Among the names are Matheus Mazzola, Matheus Costa, and Diego Cruz.
