Gartner warns that only 48% of digital initiatives meet or exceed business results targets 

Netshoes, the largest e-commerce of sporting goods and lifestyle in the country, joined On The Nose in a special campaign to promote Black November, a full month of promotion on the company's app and website. The agency was responsible for preparing an action involving celebrity lookalikes, a theme that meets the motto “dispensa imitations”, the company's Black Friday theme in 2024.

On The Nose not only managed all the talents of the campaign, but was also responsible for planning, creating and executing one of the developments on social networks, with Priscila Beatrice, lookalike of an international singer.In the action, the influencer was taken to Oscar Freire street in Sao Paulo, point of luxury stores, so that the population wondered whether or not it was the “verdeira” singer from Barbados.

“Our idea this year is to satirize the fake and use our pioneering Black November, commitment and credibility with our consumers, against offers that do not deliver the truth”, says Gabriele Claudino, marketing director of Netshoes. “Therefore, the On The Nose proposal fell like a glove on what we intend to achieve with this campaign: viralization, meme 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 with digital newsstands, with wide-ranging profiles such as Gina Indelicada, Nazareth Amarga, Central da Fama 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 Goes. Known for his videos evaluating the shape of famous and its iconic staff “Fake Natty's!”, he revealed on his social networks that it was a lookalike and highlighted that, unlike her, the discounts of Netshoes are absolutely real. https://www.instagram.com/reel/DCCZmc-vkKZ/ e https://vm.tiktok.com/ZMhVaVmNy/.

Following the revelation, Netshoes stepped up the campaign with strategic social media posts, especially on Instagram, to engage audiences and reinforce the authenticity of their offerings.

“Combat the fake irreverently and humorously, highlighting the credibility of Netshoes. This was the starting point for the creation of a campaign that met the Black Friday theme of the company”, says Rafael Cappelli, founding partner of On The Nose. “Listening the demands of our customers and building strategic and creative solutions that engage, attract the attention of the most varied audiences and deliver results to the company is what moves us daily.”

On The Nose is a digital content agency that stands out for its creativity and innovation. Among its collaborations, the agency worked with Netshoes on this year's Valentine's Day campaign, starring comedian Thiago Ventura.In addition, the agency coordinated PayDay settlement campaigns in September with influencer Dan Lessa in the NFL, and in October and November with 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, which deals with crime studies and prevention, e-commerce channels specializing in selling pirated items are on the rise worldwide.In the United States alone, about US$ 2 trillion are sold every year in counterfeit products. 

To curb the supply of products of dubious origin in its marketplace, Netshoes has a policy of strict rules, a set of principles created to guide and give guidelines to sellers, called “negotiable” They value the fight against the sale of illicit origin products, without invoice, counterfeit items and any other violations of the law, with a team responsible for monitoring the ads and penalties when necessary.

In addition, the company makes use of technologies that through an image search, frequently review the entire product catalog, take off any suspicious ads and, from there, Netshoes notifies that seller of the infringement, with penalties that may include the ban of the store in e-commerce. In 2024, this supervision removed from the air 51 000 suspicious ads and 87 retailers were banned from the platform.