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Brief Published: 13 Mar 2014

Tips for Engaging Brazilian Consumers

Ahead of publishing our breakdown of the key creative influencers in Brazil (publishing tomorrow), we spoke to Enio Souza, creative director at Curitiba-based branding agency Human Design & Communication, about engaging the consumers of this dynamic country. 

Brazil is a country that runs on vibrancy, colour, and self-expression, and brands need to cater to the unique, optimistic consumer attitude. Here’s how: 

  • Humour and Emotion: Souza believes emotional appeal and humour will still be the best strategies for brands to adopt if they want to generate empathy and identification with consumers. He cites actor and comedian Fabio Porchat as a good example of an influential millennial whose attitude to engagement resonates with Brazilian consumers.

    Porchat and a small team of comics produce and upload comedy videos to YouTube under the Porta dos Fundos (Back Door) channel, which boasts more than eight million subscribers. “They achieved notoriety through their viral video Fast Food, which satirises the way in which customers of the Brazilian fast-food chain Spoleto are typically treated. Instead of getting mad about it, Spoleto teamed up with the group to change the scenario, promote its brand, and talk to their customers,” said Souza. Watch the sequel video here.
  • Social Relevance: Social media is quite obviously an important outlet for brands, but Souza argues that it needs to be relevant to consumers to really make an impact. “The social aspect, more than ever, needs to be relevant and purposeful. Consumers are increasingly aware of it,” he said. Brands need to use social purpose to better the lives of their consumers.

    Take Lourenço Bustani, a young Brazilian social business innovator, who founded the consultancy Mandalah in 2006 to help companies bring social thinking to commercial activities. “Through the concept of conscious innovation, entrepreneurs are encouraged to incorporate a human element in their business, promoting good things for society,” noted Souza. Bustani has already been tapped by giants like Nike and was included in the list of the top 100 creative people in the world by US-based Fast Company magazine. 

These are just two strategies for engaging with the multi-faceted Brazilian consumer. For a more detailed overview of the country’s marketing landscape and more creatives to tap, take a look at Brazil’s Cultural Influencers