Diversity and awareness are two of the advantages pointed out by experts for companies that decided to bet on influencers and artists in functions performed, almost always, within their headquarters.
Mondial announced the arrival of Juliette in the brand’s creation and development team. The former BBB, singer and influencer will also be head of innovation for the company’s personal care line.
In addition to participating in the promotion of Mondial in the market, Juliette will also have the role of contributing directly to the development of products in the category. In fact, last Monday (14th), she was at the company’s office in Barueri (SP) where she participated in meetings with the team.
Juliette, however, is not alone in this – and the list is long. Anitta became a member of the board of directors of Nubank, and leader of creativity and innovation at Skol Beats. Gisele Bündchen is part of Ambipar’s Sustainability Committee, in addition to being an ambassador. Manu Gavassi, singer, recently assumed the position of head of content at Tanqueray in Brazil. Also ex-BBB, Gil do Vigor became a co-creator of Vigor’s content in May of last year.
Outside Brazil, the examples continue.
Chiara Ferragni, an Italian influencer, has been appointed to the board of directors of the Tod’s group. At the time, hours after being announced for the position, the company’s shares appreciated by 12%, reaching 32.2 euros – a value that the company had not reached since March 2020.
But what are the advantages that a company has in bringing celebrities into the offices?
“The use of these influencers assuming leadership positions in companies is a marriage between a trend of innovative perspectives that increasingly seek diversity to connect audiences”, says Roberto Sá Filho, professor of the communication and advertising course at ESPM in Rio de Janeiro. .
In the same vein as Sá Filho, Mariana Munis, a marketing professor at Universidade Presbiteriana Mackenzie de Campinas (SP), says that this is a trend that allows the brand to understand, in a deeper way, the public with whom it talks.
“Anitta is one of the biggest celebrities in Latin America and Nubank wants to conquer this market. Therefore, having her working for them is important, because the singer knows very well how to dialogue with this audience, in addition to bringing innovative ideas to the brand, as it does with Skol Beats”, he says.
According to Anna Beatriz Cautela, a postgraduate professor in marketing and strategy at Universidade Anhembi Morumbi, companies have invested in this strategy with an eye on increasing visibility and the possibility of reaching new audiences. In addition, guarantees the professor, the brands stop having a ‘celebrity advertising’ and start having a collaborator.
“The communication strategy becomes through other channels and personality plays a key role in this process. Brands need to increase their presence in digital media and having a celebrity with many followers helps”, he emphasizes. “This is a strategy for repositioning the brand and the public”, concludes the academic.