Netshoes, e-commerce of sports and lifestyle items, joined On The Nose in a special campaign to promote Black November, a whole month of promotion on the company's app and website. The agency was responsible for creating an action involving celebrity lookalikes, theme that aligns with the motto "no imitations", Black Friday theme of the company in 2024
On The Nose not only represented all the talents of the campaign, but was also responsible for the planning, creation and execution of one of the developments on social media, with Priscila Beatrice, lookalike of an international singer. In the action, the influencer was taken to Oscar Freire street, in São Paulo, luxury store point, so that the population would question whether or not she was the "real" singer from Barbados
"Our idea this year is to satirize the fake and use our pioneering spirit of Black November", 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 fit perfectly with what we aim to achieve with this campaign: going viral, "meme and the attention of consumers focused on our promotions"
To generate conversations and spread the news about the possible presence of the international singer in Brazil, a strategy with digital booths was created, with high-reach profiles like Gina Indelicada, Bitter Nazaré, Fame Central and Nana Rude. They published videos of Priscila accompanied by two security guards, 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 evaluating the shape of celebrities and their iconic catchphrase “Fake Natty”, he revealed on his social media that it was a lookalike and emphasized that, different from her, the discounts from Netshoes are absolutely real. Check out the videohttps://www.instagram.com/reel/DCCZmc-vkKZ/andhttps://vm.tiktok.com/ZMhVaVmNy/.
After the revelation, Netshoes intensified the campaign with strategic posts on social media, especially on Instagram, to engage the audience and reinforce the authenticity of your offerings
“Fight thefakein an irreverent and humorous way while highlighting the credibility of Netshoes. This was the starting point for creating a campaign that aligned with the company's Black Friday theme, says Rafael Cappelli, co-founder of On The Nose. "Listen to our clients' demands and build strategic and creative solutions that engage", capturing the attention of diverse audiences and delivering results for the company is what drives us daily.”
On The Nose is an agency specialized in digital content that stands out for its creativity and innovation. Among your collaborations, the agency worked with Netshoes on this year's Valentine's Day campaign, starring comedian Thiago Ventura. Furthermore, the agency coordinated the PayDay sale campaigns in September with the influencer Dan Lessa, in the NFL, and in October and November with the singer Supla
Real fight against fake
To get an idea of the importance of this Netshoes campaign, according to data from the National Crime Prevention Council, that deals with studies and crime prevention, specialized e-commerce channels for selling pirated items are on the rise worldwide. Only in the United States, about US$ 2 trillion are sold every year in counterfeit products.
To curb the offer of products of dubious origin in its marketplace, Netshoes has a policy of strict rules, a set of principles created to guide and provide directions to sellers, called "non-negotiables". They prioritize the fight against the sale of products of illicit origin, without an invoice, counterfeit items and any other violations of the law, with a team responsible for monitoring the ads and penalties when necessary
Furthermore, the company makes use of technologies that through an image search, they frequently review the entire product catalog, remove any suspicious ads and, from this, Netshoes notifies that seller of the infraction, with penalties that may include the banning of the store in e-commerce. In 2024, this supervision removed 51,000 suspicious ads and 87 retailers were banned from the platform.
