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

At Netshoes, Brazil's largest e-commerce platform for sports and lifestyle items, partnered with On The Nose for a special campaign promoting Black November, a full month of promotions on the company app and website. The agency created a campaign featuring celebrity look-alikes, a theme echoing the company's "no imitations" slogan for Black Friday 2024.

On The Nose not only managed all the talent in the campaign, but was also responsible for the planning, creation, and execution of one of the social media activations, featuring Priscila Beatrice, a look-alike of an international singer. In the campaign, the influencer was taken to Oscar Freire Street in São Paulo, a hub for luxury shops, so that the public could question whether or not she was the "real" singer from Barbados.

"Our idea this year is to satirize fake deals and use our Black November pioneering spirit, commitment, and credibility with our consumers, to counter offers that don't deliver on their promises," says Gabriele Claudino, Marketing Director at Netshoes. "That's why the 'On The Nose' campaign perfectly fits what we aim to achieve with this campaign: virality, memes, 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 using online booths, with high-reach accounts like Gina Indelicada, Nazaré Amarga, Central da Fama, and Nana Rude. They posted videos of Priscila with two security guards, interacting with fans who recognized her on the streets.

Amidst numerous comments questioning the singer's true identity, On The Nose brought nutritionist and digital influencer Rodrigo Góes into the spotlight. Known for his videos reviewing Please provide the Portuguese text you want translated. "Shape" is not a complete sentence or paragraph. of famous people and their iconic catchphrasesFake Natty!"He revealed on his social media that it was a look-alike, and emphasized that unlike her, Netshoes discounts are absolutely real. Check out the video:" https://www.instagram.com/reel/DCCZmc-vkKZ/ e https://vm.tiktok.com/ZMhVaVmNy/.

Following the reveal, Netshoes intensified its campaign with strategic social media posts, particularly on Instagram, to engage the audience and reinforce the authenticity of its offerings.

Please provide the rest of the sentence. "Combater o" needs more context to translate accurately. fake "We approached the creation of this Black Friday campaign for Netshoes with irreverence and humor, while emphasizing Netshoes' credibility," says Rafael Cappelli, founding partner of On The Nose. "Our daily motivation is to listen to our clients' needs and build strategic and creative solutions that engage, capture the attention of diverse audiences, and deliver results for the company."

On The Nose is a digital content agency renowned 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. Additionally, the agency spearheaded the PayDay liquidation campaigns in September, featuring influencer Dan Lessa, and in October and November with singer Supla.

Real Combat Against Fake

To get an idea of the importance of this Netshoes campaign, according to data from the National Crime Prevention Council, which focuses on crime studies and prevention, e-commerce channels specializing in selling pirated items are booming worldwide. In the United States alone, approximately US$1.4 trillion worth of counterfeit products are sold each year. 

To prevent the offering of products of questionable origin on its marketplace, Netshoes has a strict policy, a set of principles created to guide and direct sellers, called "non-negotiables." They prioritize combating the sale of illicit products, products without invoices, counterfeit items, and any other violations of the law, with a team responsible for monitoring listings and imposing penalties when necessary.

Furthermore, the company utilizes image-based technology to frequently review its entire product catalog, removing any suspicious advertisements. Netshoes then notifies the vendor of the infraction, with penalties that may include banning the store from the e-commerce platform. In 2024, this oversight removed 51,000 suspicious ads and banned 87 retailers from the platform.