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ADSPLAY hires for Finance and Marketing areas

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ADSPLAY hires for Finance and Marketing areas

ADSPLAY, a media hub that offers solutions from the top to the bottom of the funnel, hired Joao Cirino to be its Chief Financial Officer.The company also called Mikaelly Lira, through the Young Apprentice program, to work in the Marketing Department.

Graduated in Business Administration and Accounting Sciences and with an MBA in Economics and Finance from FGV, Cirino was CFO at Arrow Electronics and OMRON Electronics, in addition to having stints at GM, Nestle and Publicis. In these companies, he served clients such as HO, Nestle, GM, Mercedes Benz and Syrian Lebanese Hospital. The professional was responsible for the formation of the CSC (Shared Services Center) of GM for all Latin America at the headquarters of Sao Caetano do Sul (SP), by the implementation of SAP (Systems, Applications, and Products in Data Processing and Necid. 

“I was very excited. I arrived to do all the implementation of controllership and governance, which is a very big challenge because it involves all the processes in the area of finance and other areas as well. 

Mikaelly is in High School and expects to grow with ADSPLAY. “Since I met ADSPLAY, I saw in it a great opportunity for professional and personal growth.I am motivated and eager to learn, contribute and evolve together with the team. I believe in the potential of the company and the impact of the innovative ideas we are building. My goal is to grow with the company, being part of each achievement and adding forces to achieve even greater results”, he says.

Scammers use the wave of Labubu dolls on fraud sites in Portuguese

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Scammers use the wave of Labubu dolls on fraud sites in Portuguese

Kaspersky has detected a proliferation of fraudulent platforms posing as legitimate resellers of Labubu dolls on illegitimate websites.Criminals lure fans with fake offers to collect sensitive financial information from buyers on scam websites in portuguese, spanish, hungarian and french, which mimic the visual identity of trusted dealers.

The Labubu dolls, created by Kasing Lung, have captivated a global audience.The excitement of the “ surprise” and the chance to find rare editions, valued at up to US$ 3 mil, have created a fertile ground for scammers to exploit high demand.

Kaspersky has identified scam websites in Portuguese, Spanish, Hungarian and French that mimic the visual identity of trusted dealers such as Pop Mart (the official dealer and creator of Labubu dolls). These scam websites often offer tempting discounts or “exclusive of the dolls to trick victims into entering bank card data or other personal information.
 

Website sells “original products imported from Japan” by R$ 47.90

For example, a Portuguese website claims to be an official “store Labubu” and sells “original products imported from Japan” on special offer by R$ 47.90. Another Spanish-language site claims to sell “original Labubu” and describes the story behind the creation of the dolls, offering several dolls for “pecial prices” ranging from US$ 30 to US$ 79.99.

“I always like to reiterate the expression: `when the alms is too much, the saint distrusts`. We see offers with urgent discounts all the time, which take advantage of the anxiety of buyers to, in this case, get rare dolls. These fraudulent platforms now appear in several languages, which extends their reach”, he comments Fabio Assolini, Director of the Global Research and Analysis Team at Kaspersky for Latin America.“Fans are recommended to buy Labubu dolls only from confirmed dealers, such as the official Pop Mart channels, after checking the authenticity of the website URL, and avoid interacting with sites that look suspicious”

To protect against these scams, Kaspersky recommends:

  • Buy only from official dealers: Only buy from authorized and verified dealers.
  • Check the URL of the site: Before making any purchase, make sure that the website URL is legitimate and does not contain typos or unusual characters.
  • Be wary of offers too good to be true: Excessive discounts or “exclusive” on unknown websites are a strong indication of fraud.
  • Use security solutions: Keep robust security software on your devices to detect and block phishing and malware websites.
  • Never share personal or financial information on suspicious websites: Be cautious when entering credit card data or other sensitive information.

Demand for business continuity management grows with cyber crisis and new regulatory pressure

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Demand for business continuity management grows with cyber crisis and new regulatory pressure

In recent months, Brazilian companies have intensified their demand for specialized services in business continuity management (GCN). This significant increase is a direct reflection of the exponential growth of cyber attacks in the country, especially ransomware, and the increasing rigor of the inspection promoted by the National Data Protection Authority (ANPD).

In 2024 alone, Brazil recorded more than 700 million cyber attacks, indicating about 1,400 incidents per minute.This alarming scenario pressures organizations to seek more robust strategies to ensure operational continuity in the face of increasingly frequent threats and crises.

The rise in ransomware attacks, in particular, has brought to light one of the greatest risks faced by companies today. In this criminal modality, corporate systems are invaded and their data encrypted, leading to total or partial interruption of operations until the payment of ransom. In addition to direct financial damage, there are significant indirect and intangible losses, such as the deterioration of the trust of customers and business partners. It is estimated that incidents of this type have caused billionaire losses to the Brazilian market only in the last year, driving business decision-makers to reevaluate their positions in the face of operational risk.

In parallel, the ANPD intensified its enforcement actions throughout 2024 and early 2025, mainly related to compliance with the General Data Protection Law (LGPD). Companies have faced severe sanctions for not having adequate security mechanisms and operational continuity, especially in the face of the finding of vulnerabilities that expose personal data. This rigorous posture, before more flexible, now demands from Brazilian organizations a structured and coherent approach in the management of incidents and crises, raising the strategic importance of the GCN.

GCN as a preventive tool

In this context, the importance of business continuity management grows, not only as a reactive measure, but mainly as an essential preventive tool. A well-implemented NCM allows companies to recover quickly from incidents, minimizing financial damage and preserving their reputation with the market. This is an integrated corporate practice that identifies, evaluates and prepares organizations to respond effectively to any critical interruption in operations, ensuring the shortest possible time of unavailability.

Implementing an effective NCG strategy begins with a thorough risk analysis, in which the critical processes of the organization and the potential impact in case of interruption are clearly identified. This first step determines which operations need to be prioritized in a crisis situation. Subsequently, the continuity plan is elaborated, which details clear and specific procedures to be adopted during disruptive events, allowing quick and coordinated responses.

The next step, and perhaps one of the most underestimated by companies, is frequent training and practical simulations. Many continuity plans fail not because of technical failures, but because of the lack of familiarity of teams with the procedures provided. Therefore, it is essential that all involved are continuously prepared to act as planned, ensuring that protocols are executed fluidly and effectively when really necessary.

Another aspect that reinforces the relevance of GCN are the specific regulations that are increasingly being demanded by the market and regulatory bodies, such as ISO 22301, an international standard that establishes detailed requirements for business continuity management systems. Companies aligned with these standards can not only mitigate internal risks, but also gain greater confidence with business partners, investors and customers, strengthening their position in the market.

Specialized consulting firms play a central role in the successful implementation of GCN, bringing technical expertise and strategic vision to the planning and execution of these initiatives.These firms support organizations from initial risk assessment to the development of customized plans and specific training, ensuring that the solutions adopted are aligned with international best practices and local regulatory requirements.

The conclusion is clear: the increase in demand for business continuity management services is an unequivocal indicator that Brazilian companies are maturing in relation to the perception of operational and cyber risks. This scenario demands a strategic, integrated and continuous response from organizations, which need to be prepared not only to respond quickly to incidents, but to ensure the sustainability of operations in the long term. Investing in a solid business continuity strategy is to protect the present and ensure the future of organizations in the face of the inevitable uncertainties and threats that the contemporary corporate environment presents.

By Sylvio Sobreira Vieira, CEO & Head Consulting of SVX Consultoria

The importance of customer service for the legal of companies

Patricia Carvalho
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The importance of customer service for the legal of companies

In an increasingly competitive market, customer experience is no longer a differential to become an essential business strategy. The Retail Report 2022, produced by Adyen and KPMG, points out that 81% of Brazilian consumers do not buy from a brand after a negative experience, highlighting the direct impact of customer service on loyalty. More than retaining customers, quality support also acts as a line of preventive defense, reducing the volume of lawsuits and protecting both reputation and company resources. The integration between the areas of service and legal, added to the intelligent use of technology, allows to transform potential conflicts into organizational improvement and improvement level. 

The decision between maintaining an internal consumer service or opting for outsourcing goes far beyond a simple binary choice. This decision must take into account the overall strategy of the company, the complexity of the products offered and, above all, the priority given to the customer experience.In an interview, Vinicius Sala, executive and lawyer with extensive experience in compliance, shared that his experience with internal service teams was highly positive.He highlighted that the close integration between the service and legal sectors not only facilitated the identification of conflict patterns, but also accelerated the resolution of problems and strengthened legal defenses Although, on certain occasions, the outsourcing has been considered, the final decision to maintain the quality of support was the value.

Nubank is an emblematic example of how a well-structured service can mitigate legal risks and strengthen the brand reputation. Since 2014, the company adopts a user-centered approach, with personalized initiatives such as the famous “WOWs” actions that positively surprise the consumer. A striking case was the sending of “cards to customers who reported damages caused by their pets, a creative solution that generated high engagement and reduced the number of formal complaints. According to a study by Forrester, about 40% of companies focusing on the customer experience have strategic revenue growth above the average, prevention and satisfaction also increases the interaction with the user, the interaction with no longer the concrete role with the customer, but rather than the interaction with the customer with the interaction with the customer.

Technology, especially through artificial intelligence (AI), further enhances this integration. AI tools can analyze large volumes of data from support channels, detect trends, recurrences and possible failures in processes. With this information at hand, the company gains agility in decision making and can implement corrective actions more effectively. For example, the Brazilian delivery company iFood uses AI to monitor complaints in real time, allowing preventive interventions. However, technology alone is insufficient: without trained teams and a customer-centered culture, AI tools can amplify problems, such as generic responses that irritate consumers. LGPD also imposes preventive interventions.

Ultimately, a well-structured support plays a crucial role in reducing lawsuits and building a solid image in the market. The user experience is a determining factor for business success, and the way the company relates to its audience plays a key role in this process. The integration between the sectors responsible for active listening and legal management can not only solve problems before they become litigation, but also consolidate institutional credibility.In a scenario where consumer perception is increasingly valued, investing in interactions of excellence is a worthwhile strategy.

Brazilians seek mental balance and value company-supported breaks, study finds

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Brazilians seek mental balance and value company-supported breaks, study finds

In a scenario of excessive stimuli and accelerated routines, the desire for mental balance has made travel much more than leisure, but an essential part of emotional health care.A global survey commissioned by Booking.com shows that 79% of Brazilians have their main wellness strategy in travel in 2025.

The survey also indicates that 15% of Brazilians intend to make at least one solo leisure trip this year, especially among the young people of Generation Z (17%) and the male public (18%).

This data opens space for a relevant discussion about how companies can contribute to the emotional balance of employees. For Bruno Carone, CEO and co-founder of Vacations & Co., a travel corporate benefits platform, the answer lies in the way organizations encourage breaks.

“Viajar is a way to slow down, reorganize priorities and come back with more clarity and energy. Companies that offer this type of benefit show that they genuinely care about the well-being of their” teams, says Carone.The executive explains that it is very important that companies are attentive to include travel as a corporate benefit, with easy access to accommodations with negotiated rates and support in organizing planned breaks. 

According to a survey by Vacations and Co. in conjunction with USP, 94% of employees believe that taking vacations positively impacts productivity; 66% of subscribers state that with the benefit of Vacations & Co. they have a greater engagement at work, while 60% of subscribers state that with Vacations & Co. they have a lower interest in looking for another job “The impact is not only emotional, because investing in this type of experience improves engagement, contributes to talent retention and reinforces the employer brand”, concludes the CEO.

What are travelers looking for?

Most travelers seek relaxation (62%), followed by a desire to meet new national (45%) or international (40%) destinations, connect with nature (41%) and meet loved ones again (36%).

Even in solo trips, 55% of Brazilians point out that they sought to meet new people and 43% participated in social activities, such as guided tours, cafes and conversations with local residents.In addition to the experience itself, the most valued criteria when choosing the destination are safety (76%) and cost-benefit (75%).

“Offering a travel benefit goes far beyond rewarding. It is recognizing that mental health and quality time are strategic factors of productivity and” satisfaction, concludes Bruno Carone.

Plan and Ade Sampa promote free financial education workshops for entrepreneurs

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Plan and Ade Sampa promote free financial education workshops for entrepreneurs

Planejar (Brazilian Association of Financial Planning), in partnership with the Sao Paulo Development Agency (Ade Sampa), linked to the Municipal Secretariat of Economic Development and Labor, follows with the initiative Academy of Finance, a program that offers workshops and free individual consulting focused on financial education and business management for micro and small entrepreneurs in the city of Sao Paulo.

After the success of the first classes, the program announced the opening of eight new face-to-face actions throughout June, which will take place on the 13th and 14th, in different units of the Collaborative Workspaces & Workspaces & TEIAs. Registrations can be made up to one day before each activity, through the website app.adesampa.co.uk, and are open to people from 16 years.

The Finance Academy program aims to strengthen the local economy by offering practical guidance on the importance of efficient and healthy financial planning.The focus is on enabling more conscious management that promotes business longevity and generates sustainable impact in the territories served.

According to Thais Pessoa, Planner's Financial Awareness Coordinator, the initiative is a concrete way to contribute to local economic development. “We have gathered highly qualified financial planners, all volunteers, to support entrepreneurs in one of the most sensitive areas of management: the organization of finance. Our role is to equip these businesses to grow sustainably and be able to face the challenges of the” market, he says.

For Rodrigo Goulart, municipal secretary of Economic Development and Labor of Sao Paulo, financial education is a crucial element for business development.“Financial education is a fundamental pillar for the growth of any business and with the Finance Academy, we are democratizing access to specialized consulting, strengthening small entrepreneurs and promoting a healthier and more structured local economy”. 

In addition to the individual consultancies offered by CFP ️ (Certified Financial Planner) professionals, the initiative includes educational materials, community education activities and the encouragement of the creation of support networks and local cooperatives, promoting the sharing of resources and the dissemination of knowledge in finance.

The actions take place monthly in the units of the TEIAs, always with the accompaniment of certified financial planners. 

The initiative will open new classes each month by the end of 2025, expanding the scope of the program and offering continuous training opportunities for entrepreneurs in the capital. 

Service New June classes:

TEIA Santo Amaro

Address: Salim Farah Maluf Square & Santo Amaro

Date: 13/06 (friday)

Hours: 9h to 12h

NOTE: Being located within the Women's Citizenship Center, the activities carried out at TEIA Santo Amaro are exclusive for women.

TEIA Heliopolis

Address: Road of Tears, 2385 2385 2 Climaco ST. John & CEU Heliopolis

Date: 13/06 (friday)

Hours: 10h to 13h

(Pinheiros) TEIA Green Sampa

Address: R. Sumidouro, 580 0 Pinheiros

Date: 13/06 (friday)

Hours: 10h to 13h

(Pinheiros) TEIA Green Sampa

Address: R. Sumidouro, 580 0 Pinheiros

Date: 13/06 (friday)

Hours: 14h to 17h

TEIA Lapa

Address: R. Cato, 611 uma Vila Romana (Biblioteca Mario Schenberg

Date: 13/06 (friday)

Hours: 15h to 18h

TEIA Cachoeirinha

Address: Avenida Deputado Emilio Carlos, 3641 io Vila dos Andrades 0 Centro Cultural de Juventude Ruth Cardoso

Date: 14/06 (saturday)

Hours: 10h to 13h

TEIA Vergueiro

Address: Rua Vergueiro, 1000 io Liberdade io Centro Cultural Sao Paulo

Date: 14/06 (saturday)

Hours: 10h to 13h

TEIA Vergueiro

Address: Rua Vergueiro, 1000 io Liberdade io Centro Cultural Sao Paulo

Date: 14/06 (saturday)

Hours: 14h to 17h

Registration for any class must be made up to one day before the activity through the website: app.adesampa.co.uk 

Pague Menos and Extrafarma Nominated for Reclame Aqui Award 2025

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Pague Menos and Extrafarma Nominated for Reclame Aqui Award 2025

The pharmacy chain Pague Menos and Extrafarma, the second largest pharmaceutical retail chain in the country, was nominated for the Reclame Aqui 2025 Award in the categories “Drugeries and Pharmacies “High Operations and “Drugeries and Pharmacies”.This year, the Award celebrates 15 years, consolidating its position as the largest and most important service recognition and reputation in Brazil, in which consumers elect companies that offer the best experiences and solve problems efficiently.
 

In 2024, Extrafarma established itself as the great champion of the “Farmacies” category, while Pague Menos was runner-up in the “Farmacies & Operations Large Operations”. In the last edition, the initiative had more than 15 million votes, distributed in more than 300 categories.
 

“For us, it is an immense pride to once again be on the list among the companies that most have the consumer confidence in the pharmaceutical sector. The indication endorses our credibility, ethics, respect, excellent service, active listening to our client and passion for the work we develop, taking health with love for all Brazilians. This recognition is part of a work together, done by all areas of the Company, reinforcing our commitment to maintain a relationship of trust with all our consumers. This is the way to build a future with many fruits”, explains Camilo Frigo, director of new business at Pague Menos.
 

Voting

The phase for popular voting starts on September 1, 2025 and runs until 31/10, at 23:59. The voting takes place exclusively on the website of the Claim Award HERE. To know the nominees of all categories and vote, click here. 
 

Awarding

The awards event will be held in December 2025, honoring all nominated companies, as well as announcing winners from all categories.

Beauty market to accumulate revenue of more than R$5 trillion by 2030

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Beauty market to accumulate revenue of more than R$5 trillion by 2030

According to a survey by Zion Market Research, the global beauty and personal care products market is expected to jump from US$ 520.98 billion in 2022 to US$ 904.25 billion by 2030, driven by a compound annual growth rate of 7.15% between 2023 and 2030. Converting to the Brazilian currency, this is an expected move of R$ 5.114 trillion, a result of strengthening conscious consumption, the search for well-being and the digitization of the sector.

The upward growth of the segment is not limited to the consumption of products. Agile service models, uncomplicated and focused on customer convenience have come to occupy strategic space in the beauty journey. Networks specialized in express services, which offer complete experiences without the need for scheduling, have won the preference of an audience that values time, efficiency and immediate results.“Today, customer time is worth as much as the service itself.We create formats that meet the routine race without renouncing the quality”, says Mauricio Caesar, CEO of the Unhas Cariocas Group.

According to the professional, express services have changed the way people take care of themselves. The possibility of entering a unit, being served quickly and leaving transformed has created a culture of practical and accessible beauty. In front of brands such as Cariocas Nails, Brush Express and Alona Laboratories, Mauricio highlights that the standardization of excellence and focus on innovation are differentials to win and retain customers in an increasingly competitive sector.

“The advancement of aesthetic and personal care networks reflects a change in mentality. Consumers not only want high performance products, but also value immediate and accessible experiences”, says the executive.In adapting to this new reality, beauty franchises focused on fast services conquer national capillarity and position themselves as protagonists of a market in full effervescence.

Innovation and revenue growth drive specialized networks

With more than R$ 19.9 million in cumulative revenue in the first quarter of 2025 and a growth of 21.9% in the comparison of the period to 2024, Unhas Cariocas is one of the names that stand out in the new generation of beauty networks. In the last month of April, the brand achieved R$ 4.8 million in revenue, the result of more than 51 thousand calls, maintaining its trajectory towards the annual target of R$ 70 million.

Part of this performance is explained by the ability to innovate with agility. The network follows market trends and translates into relevant launches, such as the exclusive cutilage technique without leaving “bifes”, which has raised the standard of quality in the segment. “Innovation is not only in the product, but in the complete experience.Every detail, from service to finishing, is thought to surprise the customer”, Mauricio points out.

Another fast expanding front is the Brush Express, arm of the group dedicated to brushing, makeup and eyelash application. The services offered gain prominence not only for quality, but for the proposal of practicality and immediate results, especially on special occasions.“Caring for beauty needs to be something light and affordable. With the Brush Express, we can deliver this in a few minutes, with excellence and fair price”, says Mauricio.

The national market

Brazil occupies a strategic position in the global beauty scenario, not only by the volume of consumption, but by the creativity and ability to develop solutions adapted to the diversity of its consumers. The national industry stands out when creating products aimed at specific needs, respecting different skin types, hair and cultural preferences. “Brazilian beauty is multiple and requires products that reflect this plurality. This has become our biggest differential”, says the CEO.

Lines dedicated to the care of curly and frizzy hair, for example, have gained prominence in recent years, reflecting a movement of valuing identity and inclusion in consumption. This advance translates into innovative formulas, natural ingredients and campaigns that celebrate diversity as the essence of the sector.

Brazilian brands have been consolidating themselves as protagonists not only in the formulation of products, but also in the offer of specialized services. Networks such as the Unhas Cariocas Group personify this force by uniting cosmetic manufacturing, express service and continuous innovation in an ecosystem that grows with the consumer and for him. “Our commitment is to real and possible beauty, designed for those who want to take care of themselves with practicality, quality and identity”, concludes Mauricio.

Red Hat and Oracle expand collaboration to accelerate hybrid cloud transformation

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Red Hat and Oracle expand collaboration to accelerate hybrid cloud transformation

With an eye on removing barriers to hybrid cloud adoption, Red Hat and Oracle have just expanded their strategic alliance.This new joint effort provides a more consistent cloud-native foundation essential for next-generation workloads, including artificial intelligence (AI), by bringing support for Red Hat Enterprise Linux and Red Hat OpenShift for more deployment options in the cloud Oracle Cloud Infrastructure (OCI), including government, sovereign and distributed cloud services.

According to Gartner, organizations' “90% will adopt a hybrid cloud approach by 2027, and GenAI's most urgent challenge next year will be data synchronization across the entire hybrid cloud environment”. This makes the continued availability of critical software in hybrid cloud environments a priority need. Red Hat and Oracle are proactively meeting this demand by strengthening the support and validation of core technologies that will enable IT teams to act effectively in both the present and an AI-driven future.

Red Hat hybrid cloud enhancements for OCI

Red Hat Enterprise Linux and Red Hat OpenShift at OCI now offer a wide range of validated configurations.This extends its reach to even the most sensitive and regulated computing environments, including high-security government clouds and sovereign deployments that follow specific regional mandates.

Red Hat OpenShift is now certified to run on OCI Roving Edge Infrastructure, Oracle Compute Cloud@Customer, and Oracle Private Cloud Appliance.

In addition, OCI customers can now utilize Red Hat Enterprise Linux in both OCI Dedicated Region Cloud and Oracle Alloy environments. Both environments offer more than 200 OCI cloud and AI services directly in customer data centers.With Oracle Alloy, customers can also become cloud providers by reselling OCI services to their own end users.

In addition, Red Hat OpenShift now supports OCI Compute bare metal instances with NVIDIA A100 GPUs and OCI Compute bare metal instances with NVIDIA H100 GPUs.This support expands the options available to organizations building and scaling AI-powered applications, enabling training and inference of high-performance models for demanding AI/ML workloads.

Oracle Software: now validated for Red Hat OpenShift

Oracle is actively validating key applications and software, such as Oracle WebLogic Server, to operate seamlessly in Red Hat OpenShift containers.This commitment offers a premium experience with joint support, enabling users to leverage the full potential of Oracle software with the flexibility, scalability, and power of Red Hat OpenShift, whether on-premises or in the cloud.

In addition, the recently validated Oracle Cloud Scale Monetization portfolio in Red Hat OpenShift provides a significant advantage for communication service providers (CSPs). By deploying this pre-integrated billing and revenue management portfolio in OpenShift, CSPs have greater infrastructure flexibility for unified and comprehensive business support systems.

Red Hat and Oracle Database: continuous collaboration

Oracle Database, including Oracle Real Application Clusters (RAC), remains certified to operate on Red Hat Enterprise Linux. Additionally, Red Hat has initiated a validation effort for Red Hat OpenShift Virtualization to better support Oracle Database customers on this evolving platform. As part of this initiative, Red Hat will review supported and most commonly used configurations in on-premises environments and provide guidance on how to deploy Oracle Database, including Oracle RAC when applicable, in OpenShift Virtualization.

5 marketing lessons with campaigns that have gone viral

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5 marketing lessons with campaigns that have gone viral

When it comes to campaigns that go viral, more than numbers with many“zeros” are involved in social networks. There is a strategy beyond technique, mere button press and investment in ads. What you can learn from actions that gain public recognition is that any movement of a brand that has the goal of engaging the audience needs to touch the heart, so that it is almost intuitive to want to comment and share content. 

Andre Carvalho is CEO of Tempus Inova and has separated five lessons he has learned from successful making campaigns over the years. More than admiring, it is possible to learn from” “. 

1. Simplicity revolutionizes

It is not always necessary to throw a shower of confetti at the target audience and the “ campaignShare CokeREPLacing the Coca-Cola logo with names was a simple idea, but with a profound impact.It was personal, direct and resonated with every person who found the name on the bottle.

Another campaign that exemplifies this is “Thank You Mom” by P&G, which honored mothers of Olympic athletes. Without excesses, the message valued daily life. The lesson here is clear: simplicity, when well applied, can be revolutionary.

2. Sell purpose

Campaigns that go viral don't just sell products; they sell stories “Real Beauty Sketches” da Dove, for example, extolled the real beauty of women and connected the brand to deep feelings of self-worth and identity.

Brands that bet on emotion as a central pillar of the narrative can create something that goes beyond the purchase & create belonging. This goes beyond the relationship with the consumer of a punctual purchase for loyalty. As the great Guimaraes Rosa said, “o that life wants us to be courage. In this context, the courage of a brand is to create empathy.

3. Do not miss the “right moment” 

A viral campaign is deeply connected to the moment it is launched, taking into account what is happening at that moment.Nike demonstrated this with “Believe in Something”, starring Colin Kaepernick, in a pivotal period of discussions about racism and social justice.

4. Focus on people

Among all the trends, the great lesson of viral campaigns is that the focus should be on people, not on the product. When brands are placed as agents of transformation, creating human and authentic stories, they transcend the role of saleswomen and become symbols of a revolution.

5. The consumer wants to smile! 

In contemporary marketing, excessive seriousness no longer fits, especially when considering the new generation of consumers. The irreverent humor of the marketing campaign Old Spice Man's it shows how to create proximity in a humorous way, but with sensitivity. Another indisputable case of success taking into account the good humor are the Red Bull commercials.

The slogan “Red Bull gives you wings” is always accompanied by a metaphor, whether it is about a person who can move very fast from one place to another or about a turtle that gains speed with the use of products. Anyway, the message is so impactful that consumers read the phrase with the same tone of voice as advertisements. 

As Rubem Alves would say, “there are schools that are cages and there are schools that are wings.” In marketing, the same happens: there are brands that imprison and others that do like Red Bull and choose to fly. This decision can determine how the consumer sees the message: another advertisement or a communication that will be marked for life. 

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