Paim Comunicação

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renner

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Brand Strategist. Market research, communication strategy for multiple platforms online and offline. Developing a concept for campaigns and in charge of events planning to reach the outcomes of brand awareness and sales.

About Paim Comunicação

Paim Comunicação is the biggest advertising agency in the south of Brazil. Paim has more than 25 brands in its portfolio, such as Wallmart, AmBev, Lojas Renner, Samsung, Iplace, Grendene, Unisinos, BR Malls, etc. I worked there as a brand strategist for 4 years.

The work I've done

I worked there as a brand strategist for 4 years. I started as an intern and then I became Executive of Brand strategy, after one year working for the company. I was honored with an internal award for my greatest achievement in the agency for 2 years consecutive ( Paim Inquieto).

During my tenure at the agency, I had the privilege of contributing to the team that developed the award-winning World Cup campaign for Polar Beer, AmBev, in 2014. This campaign received an Effie Award in the David vs Goliath category, recognizing exceptional strategies that drive brand awareness and sales, with recognition across 40 countries.

I worked there with more than 30 different projects and 10 different brands from different industries as: fashion retail, beverage, hotel, hospitality, education, consulting business, and music. Bellow, I will show some of those projects:

HOW TO SPEAK WITH THE LOCAL TARGET THROUGH MUSIC?

The challenge:

1) Translate the concept "Turn the music on" from the Skol Music platform to the places of Florianópolis and Balneário Camboriú through brand activations that would connect with the youth (18/24) target.

2) Connect the brand in an honest way within both regions, leaving a cultural legacy behind.

SKOL

MUSIC

FLORIANÓPOLIS, SC - BRAZIL

Stages of the job:

Desk Research
An in-depth interview with local musicians, producers, and local entrepreneurs.
Focus Group with the customers.
In loco occult client on the parties, events and local production.
Three workshops designed for brainstorm the events and actions with the group of local influencers.

The actions:

1) Curtisom: a special car projected with a sound system and a stage that would tour the main streets of the two cities, bringing the work of new artists to the public.

2) Party agenda: a total of 5 parties hosted with Caos Productions as a partner.

3) Subtropic: a big event that brought together musicians from the Skol Music label with local artists, art and culture. More than 5.000 people in this event. Partners: Music Park, SC and Caos Productions

4) Music workshops: five workshop discussions about the musical scenario to connect musicians, producers, and entrepreneurs of the region to strengthen the local scene.

HOW TO SPEAK WITH CEO'S AND BUILD AN EVENT THROUGH A DIFFERENT PERSPECTIVE?

The challenge:

Ceo Forum is the main event of the American Chamber Amcham. The challenge was to build a new brand positioning for CEO FORUM and consequently a new concept for the year of 2015, as well as activations and strategic direction on the content and dynamics that would take place on the day of the event.

CEO

FORUM

AMCHAM - PORTO ALEGRE, BRAZIL

Stages of the job:

competitor analysis
desk research of innovative event formats.
interviews with experts from the area, we reached the new positioning for Ceo Forum.

Results:

A new positioning that emphasized the attributes of the event. Developed a new experience architecture, which used storytelling and interactive tactics to provide a more immersive learning experience for Ceo Forum participants.

Some of the 2015 speakers:

Ram Charan, John Kao, Jorge Gerdau, Nizan Guanaes, José Galló, Chieko Aoki, Vicente Falconi, Eduardo Giannett, Laurent Lapierre, David Ulrich, Eduardo Giannetti, Contardo Calligaris and Hal Gregerson.

Participants: 10,112 people in 7 editions. 2,072 people out of 607 companies in 2015.

HOW TO CREATE A NEW BRAND WHICH CAN TRULY SPEAK WITH THE CURVE SIZE TARGET?

The challenge:

Creating a brand from scratch, 100% online, where all the sales and communications would take place through the internet. Build a brand position which can truly speak with the target: curve size women.

ashuA

LOJAS RENNER - BRAZIL

The project:

9 months of project development, from beginning to end: building the purpose and values, language, on which channels the brand would act and how the relationship with its customers would be. All of this was based on months of research that analyzed not only the behavior of the plus size public but also the entire competitive scenario in this segment. In-depth interviews were conducted with consumers, psychologists, bloggers and plus size store owners. A brand manifest was then conceived, which translated everything the brand believes and Ashua's tone of voice. This manifesto was tested in an online research with the target audience and adjusted according to the opinion of our consumers.

Results:

In March of 2016, a new fully online company was launched by Grupo Renner (the biggest clothing-retail company in Brazil): Ashua Curve Size.