With the arrival of November, companies intensify preparations for Black Friday, a strategic moment to optimize sales and attract new customers. However, more than promotions, some differentials are essential to win and retain the public in the following months, taking full advantage of the potential of this action.

Black Friday 2024 is expected to move about R$ 9.3 billion in Brazil, a growth of 9.1% compared to last year, according to Confi.Neotrust.Next to its 14th edition in the country, the date became strategic for retail, with consumers waiting for the last Friday of November to take advantage of large discounts on products ranging from home appliances to gifts. Inspired by the American tradition, Black Friday arrived in Brazil in 2010 and consolidated itself as one of the largest sales events of the year, moving stores and commerce throughout the country.

According to Rafael Franco's, CEO of Alphacode, a company responsible for developing applications for brands such as Habibs, Madero and TV Band, one of the most effective tools to stand out during the campaign is the use of its own application, which allows brands to offer a personalized and highly responsive experience to consumers. “With features such as real-time push notifications, customized service, loyalty programs and optimized navigation, the app itself not only boosts sales, but also strengthens the relationship with customers, preparing the ground for future actions”, he adds.

The main advantage of an application of its own is its ability to offer immediate interactivity, which can make a difference during a campaign like Black Friday, in which purchase decisions are made quickly.Push notifications allow brands to warn their customers about exclusive promotions and changes in inventories in real time, increasing the likelihood of conversion. In addition, personalization in service creates a more fluid and aligned shopping journey to the profile of each user. Navigation is more optimized in the application environment, improving the shopping experience, which leads to a higher retention rate.

“The goal of this type of strategy is to transform the application into a direct and exclusive channel, going far beyond Black Friday itself”, he points out. In addition to the initial audience acquisition and conversion, it can become the main interface between the brand and its consumers, either for promotions or for continuous service. “With the use of the app, brands can increase their sales during Black Friday, but also build a relationship channel that loyal customers for future” campaigns, he concludes.

One of the strategic aspects of the app itself is instant data analysis, which provides important insights into consumer behavior. This allows brands to adjust their campaigns in real time, making them more effective and attractive throughout the year.The feature of loyalty programs is also a differential, as it encourages users to continue shopping, even after Black Friday ends. 

The access to mental health it has become a challenge for most of the Brazilian population, especially when the high costs of private consultations and the high demand in the public network drive away those who need care most. According to the survey “A Health of the Brazilian”, conducted by the Lado a Lado Pela Vida Institute and the Qualibest Institute, 76% of Brazilians did not undergo psychological or psychiatric follow-up in 2023. Even so, 55% of participants reported having already suffered from disorders such as anxiety and depression.

These data raise an urgent debate: how to democratize access to therapy in a country where cost is still a significant obstacle?

Still in 2020 Caroline Macarini she had the answer in her hands and decided to act. Graduated in Psychology from the University Anhembi Morumbi, mother and entrepreneur, the professional developed a national online wellness and therapy platform. With a Unolife, Caroline is dedicated to ensuring that the service is within reach of more Brazilians, offering consultations at social price, for only R$ 79.99 a session.

“Often, mental health is left out by the lack of financial resources. And my mission with Unolife is to change this, preventing the cost from being an obstacle.In addition, since I was a child, I realized that the world around me was deeper than most could see. Even today, many dispense consultations with the idea that they are already emotionally healthy. But who said that consultation serves only to treat mental disorders? Over the years, it has led me to understand that a dignified life needs to be governed by self-knowledge”, but who said that explain the psychologist.

The “A Brazilian Health” study also confirms what Macarini observed during childhood, since, despite the high incidence of anxiety-related problems, 65% of people told the survey that they do not undergo therapy because they consider health “boa”.

Unolife: the platform that was born from real experiences

Caroline's journey towards the creation of Unolife began long before the startup was founded four years ago. During her work, both in the clinical and organizational areas, the specialist has always followed how feelings and thoughts directly influence people's well-being and, in this way, she began to prioritize personal evolution focused on emotional balance.

Unolife, therefore, was born as a concrete answer to these questions. With a secure and accessible digital platform, the startup connects users to professionals from various areas of well-being, such as psychologists, psychoanalysts, nutritionists, holistic therapists, among others. In addition to this area, it also offers support in financial consulting and legal guidance, always focusing on the integral development of the individual.

“Unolife's social value proposition is simple but powerful: providing Brazilians with a viable path to self-care, showing that, whether due to financial issues, misinformation or prejudice, everyone has the right to know each other better and take care of their emotional health. With the platform, people have a comfortable space to seek help whenever they need it, contributing to breaking taboos regarding therapy and building a new legacy of social impact”, concludes Caroline.

THE BrandLovrsa technology company that connects brands and content creators, today announces the launch of Creator Ads uma platform that brings the efficiency of programmatic media to the universe of campaigns with creators.With the use of artificial intelligence, advanced automation and a marketplace with more than 200 Thousand registered creators in its app, Creator Ads transforms the way brands and content creators collaborate, making media investment with creators programmatic, automated and highly efficient.

The Creator Ads it emerges to eliminate the barriers that prevent brands from increasing the participation of this media format, one of the most powerful today, in the mix of their annual plans. The platform allows the construction of range and frequency in line with other large-scale media formats, creating stories that influence the preferences of millions of people. Market surveys show the great difficulty of advertisers in working at scale, finding the ideal profiles, managing campaigns with many creators, dealing with excessive bureaucracy, analyzing the results and even defining what success means.

“With Creator Ads, we are revolutionizing influencer marketing by offering a platform that unites advanced technology with human creativity, enabling brands to build reach and frequency in the most powerful media of our” generation, says Rapha Avellar, founder and CEO of BrandLovrs.

Of the almost R$80 billion invested in media in Brazil, just over 2% are destined to partnerships with creators, according to data from Kantar Ibope Media and Statista. In addition, the vast majority of monetization opportunities for influencers and content creators are concentrated in 1% 100 thousand followers. While the other 99%, which have few monetization opportunities, deliver results that exceed in 113% the engagement of larger influencers, according to HyperAuditor. 

“This lack of investment has clear causes, and we addressed each of them when thinking about Creator Ads”, says Avellar. “Twenty years ago, we faced similar challenges with buying online ads on websites. Manual and individual processes made everything more difficult, inefficient and scale-free. Ad Networks added to programmatic buying tools emerged to address these pains, making processes scalable.This revolutionized the online ad market by automating media investment and allowing advertisers to achieve desired results with the aid of” technology, he recalls.

BrandLovrs' vision has already attracted major brands such as Coca-Cola, Mercado Livre, Claro, L’real, Amazon Prime Video, Magalu, Burger King, Tinder, Americanas and many others.Focused on efficiency, they saw technology as a way to scale collaboration with creators, managing in a scalable way campaigns with more than five thousand creators and thousands of simultaneous content. 

It's already more than 200 Thousand registered creators in the BrandLovrs application, a number that has grown 52% in the last six months, reflecting the growing interest of the population in making content creation an income opportunity and evidences the strength of the creative economy in the country. The company, which is in its second year of operation, already performs on average one pay per minute for nano and micro creators and expects to distribute 1 billion reais to content creators in the next four years.

CREATOR ADS: SOLUTION TO THE MAIN PAINS WHEN INVESTING IN CREATORS 

• Efficiency & scalability

Historically, collaboration with large-scale creators was a complex and time-consuming process, limiting the potential for brands to achieve the desired reach and frequency in their media plans.Creator Ads breaks this paradigm by automating and simplifying each step, from selecting the creators to measuring the results Campaign Manager, where brands can plan, execute and monitor all initiatives with creators in a structured and efficient way Moments, you can segment audiences, define specific deliverables, and set distinct timelines within a single campaign, offering unprecedented flexibility and accuracy.

In addition, all stages of the brand campaign have a corresponding digital and automated journey to the creator, through the app from BrandLovrs. Once the recommended segmentation is approved, creators receive, via app, an automatic and personalized invitation to participate in the campaign. Upon accepting the invitation, they are guided by an intuitive flow within the application, where they understand exactly what needs to be delivered, follow the delivery schedule and receive notifications to ensure that no deadline is missed. After finalizing the creation of the content, creators upload the deliveries directly into the app and, soon, they can even perform the post automatically, scheduling by the application.

• The right creators for every need

64% advertisers have difficulty finding creators that actually represent their brands, according to a study by Data-Makers with CDN. Creator Ads solves this with the AI Smart Matchadvanced artificial intelligence that analyzes more than 200 thousand creator profiles in microseconds, identifying those that best align with the campaign objectives and the desired target audience, ensuring accuracy and efficiency in the selection. Smart Match AI was awarded in the artificial intelligence hackathon, promoted by Google, which event that brought together several technology and innovation teams to create solutions using artificial intelligence (AI). The engineering team of BrandLovrs won the first place with the demonstration of Smart Match AI.

• Quality at scale powered by AI

The quality of the content produced has also been a barrier for brands that want to scale their campaigns. The same study revealed that 38% of advertisers find inconsistencies in the quality of the contracted content and the process of watching all content, reviewing, asking for changes is a maze of tasks. Thinking about it, the GuardIAn it is the artificial intelligence of the platform that thoroughly analyzes each content sent by the creators, ensuring compliance with brand guidelines and eliminating risks, all in a matter of seconds. 

• Automation that eliminates bureaucracy

Another critical point that today hangs the scalability of campaigns is the manual management of contracts and payments, a pain mentioned by 23% of brands in Creator POV, a study conducted by BrandLovrs in 2024. With Creator Ads, this process is automated. The Pay Creator it is the complete financial solution that automates contracts and payments, eliminating bureaucracy and ensuring security and compliance with corporate policies and regulations in force. Creators receive direct payment in the application's digital wallet and can count on the anticipation of receivables. 

• No-chism: data-driven analysis of results

In addition to production, measuring results has always been a challenge for campaigns with influencers. According to a CDN study, 52% of CMOs find it difficult to measure the return of marketing actions with creators. Science Creator centralizes all analytics, providing accurate insights and facilitating the process of optimizing campaigns based on scientific methods. These insights are routinely analyzed with the follow-up of the marketing team Client Solutions from BrandLovrs, in weekly, monthly meetings and quarterly strategic reviews.This process follows the pioneering relationship models used by platforms such as Meta, Google and TikTok, ensuring that strategies are continuously refined to achieve the best results in the media mix.

• Significant impact for creators

Creator Ads also offers direct benefits to content creators by facilitating access to relevant opportunities and ensuring agile and transparent payments BrandLovrs App automates communication with creators, from personalized invitations to receiving and approving content, providing a unique and optimized experience for both sides. 

“This is not just a new tool, but a real revolution in the way brands and creators collaborate”, says Rapha Avellar.“We are giving marketing teams and their agencies the power to tell meaningful stories, humanize their brands and reach millions of people in an intelligent and impactful way”.

• Building the Future of Creator Economy

BrandLovrs believes that brands, agencies and creators should collaborate to build a promising future in influencer marketing, with significant benefits for all involved.With Creator Ads, the future of brands is in the hands of those who want to connect authentically and meaningfully with their audience.

“We are excited to see the incredible stories we will tell together,” concludes Rapha Avellar.“O Creator Ads is more than a platform; it is an opportunity to create the future and redefine what is possible in communication between brands and people.”