Netshoes satire with CazeTV team lookalikes in campaign for Black November

Netshoes, the largest e-commerce sporting goods and lifestyle in the country, ended the sponsorship of broadcasts and other NFL content on Caze TV, reinforcing its campaign for Black November, which brings a full month of promotions on the app and the company's website. As this year's theme is “dispensing imitations” and satirizes the fake promotions of the time, the joke brought lookalikes of the channel team in a job interview.

With many jokes and laughter during the false recruitment of a new member of the bench, the outcome could not be different. The last candidate revealed that the respondents were “fals” and that, really, only the offers of Black November, Netshoes. Check out the full video: https://youtu.be/-UpybFIR5cY?feature=shared.

Also during the program, which analyzed the round of the football championship, a coupon was released that offered 50 reais of discount on purchases over 300 reais. In addition to the special content, the program bench brought two more moments of promotion during the programming.

CazeTV has more than 16 million subscribers on YouTube and was the sensation of the network audience during the broadcasts of the Qatar World Cup, the Paris Olympics 2024, Euro 2024, among other sporting events. 

The“Dispensa Imitations” campaign

For this year's marketing campaign, Netshoes bets on the satire of “fakes” as its flagship black November Campaign, movement in which it is a pioneer in Brazil. Netshoes was the first Brazilian company to launch the strategy of a whole November with promotions and discounts in advance in 2013 and today is followed by most retailers. 

For this year, in which 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, tradition, trust, great prices and assortment of products. Therefore, the marketing campaign will take advantage of the moment when retail suffers most from customer distrust and false offers to reinforce its commitment to selling quality products and good provenance. 

“We use our pioneering 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 cause strangeness and satirize the typical fake of this time, contrasting with the flood of truth offers that only Netshoes has.” 

To enhance the reach of the campaign, Netshoes will have strategies of memetization, guerrilla marketing and a squad of digital influencers among them, Rodrigo Goes, better known as “Fake Natty” and has almost 2 million followers on Instagram, and Luana Benfica, with 3.6 million fans on TikTok -, as well as activations on CazeTV, 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, which deals with studies and crime 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 pirated 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.