Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Group 8 raw research
1. Executive Summary
We are introducing the body spray RAW for men into the Brazilian market. Our country, Brazil, is
very diverse, urban, and fashion-forward. Brazil surpassed the United States in 2010 with over $6 billion in
fragrance sales leading the country to become the world’s largest emerging fragrance market. This fact
determined that cologne would be our product for this project. We decided that focusing on just one part of
the country would be best, so we chose to focus on Sao Paulo. The city is known as the street art capital of
the world and also plays a huge role in the acceptance of street art as a true art form.
Our target market is young males, ages 17-25 because they are the ones who are most
interested in the urban street art scene. Through our research we found three prominent subcultures in our
target age group; these included Bboys (break-dancers), skaters, and musicians. Our product will be
affordable because our target market is students or young professionals. We decided to call our brand
“RAW” in order to connect with Brazil’s street art scene. Though it has no actual meaning in the
Portuguese language, we want our brand name to inspire young men to do what they are passionate about
and embrace the rawness that makes them who they are. With that as our brand essence, we came up with
the slogan: “What makes you sweat?” to encourage them to be active with their minds and their bodies.
Coming into Brazil as a foreign brand, we want stay true to the fact that we are an American
brand. We chose to keep our brand name in English because we found that people in Brazil have great
respect for and think highly of American products. In terms of our advertising plan, we wanted to do
something a bit different. We selected three street artists to represent each subculture that we chose. The
three artists will be competing to create our final bottle design. They are all very well known in Sao Paulo
and are also very popular on social networking sites, such as Facebook and Twitter, which is key for our ad
campaign. Through more research we found that 61.4% of Brazilians search for information about
products on social media sites before purchasing them. We decided to use this to our advantage by having
our three artists create buzz about our brand, reaching as many people as possible.
Following the social media buzz we hope to create, we will have the artists tag the city with their
artistic designs. They will tweet out or Facebook where they have created their most recent art to get
people to come see it and vote for their designs. Along the way, we will have promotional events such as
skate shows, music festivals, and dance competitions. All of this buzz will lead up to our bottle release
party. At this event, there will not only be skating, dancing, and music performances, but we will also give
away free swag related to our brand and we will announce the winner of the bottle design contest. The
winning artist will continue to work with us and represent our brand. After our event, we will move into our
more standardized ad campaign. This will consist of print ads for magazines such as Billboard Brasil (a
music magazine), online banners on websites such as bboys.org (an open forum for Bboys), and posters
to be put up in skate shops, music stores, and art supply stores. We chose these mediums of advertising
because through our research we found that in 2007, all outdoor advertisements were banned in Sao
Paulo due to the “clean city” act.
2. Research
In order to effectively create a campaign for our product RAW, we conducted research on
Brazil.Brazil is a country founded by Portugal in the 1500s. Brazil now has population of 205,716,890
people; about 53.7% of them are white, 38.5% of them are mulatto, 6.2% are black, and 0.9% fall into the
“other” category. Roman Catholicism is practiced by more than half of the country, and just under a fifth of
citizens consider themselves protestants.
Sao Paulo is the biggest city in Brazil, with a comfortable 19.96 million inhabitants. With so much
diversity and resources Sao Paulo has become a huge cultural and economic hub for Brazil. As a result
there are many other ethnicities other than Brazilian that find a place for themselves in Sao Paulo. There
are Japanese, Italian, Arab and Lebanese neighborhoods that call Sao Paulo their home. We chose to focus
our campaign on Sao Paulo for the time being, for we felt if we can better concentrate our efforts onto to
one city, then we can create a better campaign that resonates with our audience.
Sao Paulo is a beautiful place with temperate weather and its beautiful beaches are filled with
beautiful people year round. Because Brazil is below the equator their seasons are opposite the northern
hemispheres. We took that into account when planning our event, and decided to have our campaign
around November to January when the weather is warm and people are outside. Their food changes from
state to state with states located in the rainforest eating fish and root vegetables, states located in the
central region eating fish and pork, and states located in the eastern region eating corn, pork, and beans.
As the center of Brazilian economics Sao Paulo pulls in a huge 144 Billion dollars for their GDP and
pulls in over a third of Brazil’s total GDP. It has industries in textile, automobiles, pharmaceutical products,
and mechanical and electrical appliances. According to geographia.com the top ten industries in Sao Paulo
are Telecommunications, Automotive, Banking, Pharmaceutical, Beauty and Cosmetics, Fashion, Electronic
Appliances and Computers, Food Processors, Consulting, and Construction. Brazil exports many of these
products, resulting in about $256 billion worth of exports every year. The country imports about $226.2
billion a year and among some of these exports are machinery, electrical and transport equipment,
chemical products, and oil.
Technology has recently emerged as a large market in Brazil and Sao Paulo. This is one of the many
reasons why we chose to use social media in our campaign. Close to 80 million citizens of Brazil use the
Internet, and young adults are no exception. With 63.2 million Facebook users and 33.3 million Twitter
users, Brazil ranks as the second county for both Twitter and Facebook users. In 2009 about 90% of the
population had cellphones. The radio and TV industry is also a large part of Sao Paulo’s economy. With
over 1,000 radio stations and 100 TV stations.
Because Brazil is such a beautiful country, its symbols reflect the beauty of the country. Color is an
important quality found in Brazilian symbols. Their symbols also reflect their belief in Christ and many
symbols represent freedom. Many Brazilian icons and images are centered around futbol and women.
Futbol is a way of life for most Brazilians, as is beauty. Their icons reflect this. Futbol and beautiful women
top the list for Brazilian Icons, based on how often these icons are seen on webpages, news, and pictures.
Rio De Janiero and the Brazilian flag are also common icons and images.
Brazil’s music is a mix of American pop songs and Brazilian musicians. Their current top 20
features 8 songs by American artists, one by a Korean pop star, and the rest by Portugese artists. Many
young adults listen to electronic dance music, which is frequently played in the clubs. Sao Paulo has a huge
night life, and every night you can find the dance clubs packed with young people. Two of our target
segments the bboys and the musicians center their identities around music and musicians. This will allow
our campaign to use music as a way of connecting to our target market.
Sao Paulo Fashion Week (SPFW) is held at Ibirapuera Park. It happens twice a year and famous
designers of all types come to the event. Many people in the fashion world have said that Brazilian
designers and their designs are quickly spreading to Europe and the U.S. Brazil is all about vibrant, bright
3. colors in their clothing. Environmentally friendly products such as clothing are becoming more popular in
Brazil. Beach attire (sunglasses, bermudas, sandals, string bikinis, etc.) is popular—especially in the
coastal communities such as Rio de Janeiro. In other regions of Brazil ponchos, straw hats, jeans, and
leather boots are popular clothing items.
Brazilian customs are very centered around family. It is the foundation for the social structures in
Brazil as it provides stability for Family members. Families tend to be large and close knit and often the
even extended family members will all live together. Family members are not afraid to ask each other for
assistance and trust is very important . The upper and middle class rarely interact with lower class.
Hugging, backslapping, and handshaking are common greetings in Brazil. Kissing is common between
women. If Brazilian’s are invited to dinner they find it polite to arrive 30 minutes late and bringing a gift to
the hostess of a party/dinner is common and expected.
Business customs are a bit different in Brazil. Brazilians need to know whom they are working with
before they can work efficiently and productively. Business cards are printed double sided—one side in
Portuguese, the other side in English. As stated before, punctuality is not a priority for Brazilians. Long-
term business relationships are preferred over short-term relationships. This reflects Brazil’s high rating for
long term orientation in Hofstede’s dimensions.
There are a few large festivals that Brazilians celebrate as a country. Carnaval is a giant celebration
that takes place during march every year. It is a festival before Lent and it includes parades and
performances. Pre and post celebrations for the festival include local bands playing throughout the cities
and fancy balls take place in upscale venues. Brazil is also very spirited when it comes to New Years.
Fireworks, buffets, and people wearing all white are always included in the New Years celebrations. There
are also a series of regional festivals called Bumba-meu-boi. These series of regional festivals happen
throughout the country and span several months. Leads up to Easter Sunday and the final festival draws an
audience of 800,000 people.
Now let’s examine Brazilian culture from Hofstede’s dimensions. Brazil rates a 69 for Power
Distance Index, meaning they respect hierarchical placements and customs. We can see examples of
Brazil’s respect for PDI in their custom. The upper and middle class rarely interact with the lower as these
roles of power are very defined and respected. Next is individuality, which Brazil ranks as a 38. This means
that Brazilians grow up in strong cohesive groups. We can see this in their tight-knight families. We really
focus on this for our campaign, for our three target market segments we found three groups that use their
hobbies and interests to create a connection with each other. It is necessary that these groups stay close
with each other, for our campaign relies on the relaying of information from one friend to the other. Brazil
scores a 49 on the masculinity scale. They are very much in the middle for masculinity meaning one aspect
of their society is caring and sympathetic, while the other side is competitive and driven. Uncertainty
Avoidance is a 76 in Brazil, meaning Brazilians are uncomfortable with the unknown. They require rules and
regulations to function, as seen in their business customs. They also require moments of relaxation
throughout the day due to the anxiety caused by the unknown, and are very passionate people because of
their anxiety. Our campaign focuses on the different hobbies people do to identify themselves, and many of
these hobbies arise from the stress of uncertainty. With a score of 65 Brazil places pretty high for Long
Term Orientation. Brazilians don’t necessarily need quick results to be satisfied, and many of them look to
the past, basing their actions and values on traditions.
Brazilians are known for their creative advertising. As a creative culture many advertisers push the
boundaries of traditional advertising. This is why we wanted our campaign to be similar to guerilla
advertising, and les traditional. The top advertising agencies in Brazil are Longplay 360, Almap BBDO,
F/Nazca Saatchi & Saatchi, and Y&R all based in Sao Paulo. This is another reason we wanted to focus our
campaign in Sao Paulo, because creative advertising is a part of the culture. With a growing economy Brazilians
are spening more and more on advertising. In 2012, for example, spending on advertising came to about
$18.18 million dollars.
4. Advertising Plan
Target Market Analysis
In order to be sure RAW will succeed in the foreign market of Brazil we needed to first identify our
target market. We want to appeal to a very specific group of people during the launch of our brand. To start
off, our target market currently resides in Sao Paulo. We chose to focus on males who are ages 17-25 and
who are either students or young professionals. Our product will be in the lower price range so we are able
aim our cologne to the largest number of people possible within our target market. The lower price range
fits in with our young age demographic. Obviously students and young professionals aren’t going to want to
spend tons of money on a body spray. We are hoping that RAW will connect with the group of people who
are active with their bodies and their minds. We found three subcultures within our target market: Bboys,
skaters, and musicians. We chose these three subcultures because we felt that our brand’s street art
essence fit perfectly into the lifestyles of the three groups. Our younger age demographic works great with
our advertising plan. Young people are more active on social networking sites, which is where the start of
our advertising campaign will be.
Competitors Analysis
We profiled two competitors for our research. They were the top selling body sprays for men that
fit within our target demographic. Avanco Mob (Avanco means advancement in English) is a Brazilian line
that is very similar to our product RAW. Avanco Mob features four lines of fragrance: style, ink, wall, and
nitro. Each line targets a different target market. Style targets the clubbers, dancers, and flirters. Ink
targets young people with tattoos. Wall targets the graffiti artists, and is most similar to RAW. Nitro targets
the adrenaline junkies, who fix up and race cars on their free time. The price of Avanco mob costs 4,90
Reals, which is close to 2 dollars. This fragrance spray also uses social media in their campaigns by asking
members from each target market to post a photo on Facebook that has to do with your “tribe.” The
winner in each segment received a free iPod touch. This is very similar to RAW’s advertising plan, but we
decided to position ourselves towards more passionate, focused individuals. We also decided to charge
more in order to maintain a sense of quality. Axe is an American brand that has penetrated the Brazilian
fragrance market. Americans brands in Brazil are generally looked upon as high quality and high price, and
Axe is no exception. With a market price of 9,00 Reals, close to $5.00, Axe is considered an expensive
body spray. It is marketed with the same label and marketing plan in Brazil as it is in America. We wanted to
position ourselves as a more affordable American brand, which is why we chose a price that is lower than
Axe’s. We want to identify ourselves as an American product, but one that is targeting the Brazilian identity.
We want to modify our creative strategy to fit Brazilian creative attitudes. Because of this, we think it would
be a good idea to work with a Brazilian agency for our campaign.
Conclusion
We expect our campaign to effectively target young males in Sao Paulo. Through our use of street
art, social media, and target markets we want our campaign to speak to young men. By working with a local
agency we will create a campaign that fits the ideas and ideologies of our target demographic. People
everywhere will be asking, “What makes you sweat?”
5. Advertising Plan
• Introduce Artists
o Osgemeos
o Fefe Talavera
o Zezao
• Tag the City
o The three artists chosen to represent our brands will then begin creating buzz.
o They will tag the city with their designs and then tweet the location of the artwork to their
fans on facebook or twitter. (62 mil facebook users and 78% of the population is online)
o What we expect to happen is this: big fans of our artists will start talking about the work
these artists are making, which will get their friends interested. This will create a waterfall
effect and more people will begin voting and discussing which artist they want to win.
• Promo events
• We will hold small events based on the different subculture of our target market such as:
o A dance show for the bboys
o Skate show for the skaters
o A show for the musicians
o We will also sponsor meet and greets with the artists
o Social media buzz
o Our artists will continue to create buzz for us through social media.
o Online voting
o Fans are still voting online for the artist they think deserve to design our bottle
• Bottle release party
• After votes from fans are collected and counted, RAW will hold an event to announce the
winning artist who will be featured for the rest of the campaign. The event is free and will be
held in Ibirrapuera Park, a park that has been likened to Central Park in New York City.
• The event will feature multiple stages with live paintings of local street artists from San Paulo.
Spectators can enjoy watching the creative process of their favorite artist as they watch
paintings come to life.
• This event will feature three stages:
• The first stage will feature local and international skaters as they show off their skills in a
skate park adorned in art by the artist Zezao.
• On the second stage bboys from around the Sao Paulo will be performing on a stage
designed by OsGemeos
• Local musicians will be spinning their beats on the third stage while ________ decorates
the stage.
• The biggest segment of the even will come when RAW announces the winning artist and the
associated bottle with his or her design. This will become the official retail bottle of RAW.
• Audience members will receive free products including t-shirts, headbands, water bottles, and
of course, complimentary bottles of RAW.
6. • Publish ads
o Print Ads will go in Magazines and be made into posters for events. The posters will also
be put up in skate shops, music stores, art supply stores, and music stores. We will also
put the ads on websites (like bboy.org which is an open forum for bboys).
o EX. Of magazines
§ Caros Amigos- Published in Sao Paulo (includes everything)
§ Billboard brasil- Music
§ Piaui- culture mag
§ Placar- soccer/sports
§ GRACIE- martial arts
§ Revista CemporcentoSKATE- skating
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