THE CHALLENGE

Carnival is not a party, it's a state of mind. And it was on this premise that Verri Verri brought back success among the capital’s axézeiros, Micarê Candanga, under the new format: Festival Micarê, in 2019.

The challenge here was to rescue the followers of the trios that rocked the out-of-season Carnival in the capital in the 90s, while at the same time communicating this new experience to the new generation.

The solution

For this, we created the entire strategic communication direction for the event, the new visual identity that would give its face on social networks and throughout the media activated by the press office and impulses.

As for the PR work, more than 100 profiles of women were activated, making an average of 712 posts in Instagram stories until the end of the disclosure.

Results

Our great challenge was to renew both the naming and the persona and structure of the event. With all these results, we understand that the assertiveness of the personas, content lines and festival structure were successful.

We noticed a growing emotional involvement with the brand and, mainly in post-event posts, a large number of loyal and satisfied people with the event, considered brand fans. These will be of paramount importance for the growth of the brand and the perception of value by new customers.

10m impressions 1.4m stories impressions 95k website hits 90k interactions 10k new followers