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Mané Mercado Launch Action
In 2022, R2.com launched a new venture, something never before attempted by the brand. The only and first gastronomic market in Brasilia.
The challenge
For our client, R2.com.vc, launching a new venture already brought several challenges and peculiarities that needed to be considered throughout the execution of the project, but we had an extra challenge which was a strategy to publicize the concept and open the first market cuisine in Brasilia. Furthermore, it was extremely important to make the public understand that this was something new that was here to stay and change our way of consuming and experiencing gastronomy. The idea was to generate awareness and talkability about the opening of the market, as well as build the gastronomic and perennial concept of the operation on top of all the strength of the R2.com.vc brand.
The result
We started the Mané Mercado social networks from scratch and in three months of campaign we reached 43 thousand followers and more than 4 million impressions with a profile visit frequency of more than 200 thousand people.
O Case
After a long break in the operations and branding of the brand, R2.com.vc returned to the market with an operation that would completely change the gastronomic experience of people from Brasilia.
Mané, the comma market
Imagine going to a place that can offer the most different gastronomic experiences with renowned restaurants and chefs in Brasilia, and calling it a market. An alternative never seen by people from Brasilia that needed to be told and explained to everyone.
With that in mind, we developed a strategy to launch the novelty to everyone and ensure that the opening was a real success.
360º Strategy
The entire launch strategy of Mané Mercado was based on awareness and talkability objectives, after all we were counting on the return of operations at R2.com.vc and the novelty of a new undertaking, in every sense, for Brasília.
We used several digital and offline efforts to ensure that the information impacted the entire intended audience for the gastronomic market. Simultaneously, receiving and feeding the audience that arrived on social networks with more about the concept of this operation and all its versatility, and also with rich content together with the partners of the active operations in Mané.
Beyond the Results
At the opening of Mané, the numbers seen on social networks had a direct impact on sales success. In total, in 3 months we reached a total of 43.4 thousand followers, 192 thousand accounts reached and 4.6 million impressions on Instagram.
In total there were over 81,000 Heineken draft beer, 57,000 Heineken Long Neck and 2,000 Heineken Long Neck Zero.
