Netshoes, largest e-commerce of sports and lifestyle products in the country, ended the sponsorship of NFL broadcasts and other content on Cazé TV, reinforcing your campaign for Black November, that brings a whole month of promotions on the company's app and website. Since this year's theme is "no imitations allowed" and satirizes the fake promotions of the season, the prank featured lookalikes of the channel team in a job interview
With many jokes and laughs during the fake recruitment of a new member of the panel, the outcome could not be different. the last candidate revealed that the interviewees were "fake" and that, really, only the Black November deals, from Netshoes. Check out the full videohttps://youtu.be/-UpybFIR5cY?feature=shared.
Still during the program, that analyzed the round of the American football championship, a coupon was released offering a 50 reais discount on purchases over 300 reais. In addition to the special content, the program's panel brought two more promotional moments during the programming
CazéTV has over 16 million subscribers on YouTube and was the audience sensation of the network during the broadcasts of the World Cup in Qatar, the Paris 2024 Olympics, from the Euro 2024, among other sporting events.
“No Imitations” Campaign
For this year's marketing campaign, Netshoes bets on satire of "fakes" as the flagship of itsBlack November campaign, movement in which it is a pioneer in Brazil. Netshoes was the first Brazilian company to launch the strategy of an entire month of November with promotions and discounts in advance in 2013 and today it is followed by most retailers.
For this year, more than 60% of consumers intend to shop on Black Friday, according to Google searches, Netshoes wants to highlight its good reputation that includes pioneering spirit, tradition, trust, great prices and product assortment. That's why, the marketing campaign will take advantage of the moment when retail suffers the most from customer distrust and false offers to reinforce its commitment to selling quality products with good provenance.
"Let's use our pioneering spirit of Black November", commitment and credibility with our consumers, "against offers that do not deliver the truth", says Gabriele Claudino, head of Marketing at Netshoes."The idea of the pieces and other activations is to create strangeness and satirize the typical fake of this time", contrasting with the flood of real offers that only Netshoes has.”
To enhance the reach of the campaign, Netshoes will have memetization strategies, guerrilla marketing and with a squad of digital influencers – among them, Rodrigo Góes, better known as "Fake Natty" and has nearly 2 million followers on Instagram, and Luana Benfica, with 3,6 million fans on TikTok -, in addition to activations on CazéTV, Spotify, YouTube and other social networks.
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 pirated 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.
