Actresses Larissa Manoela and Maisa Silva were the stars of a live Cimed show that earned the pharmaceutical company R$40 million in just 20 minutes. The event took place last Thursday (5/10), but only now has the Folha de S.Paulo released the proceeds. The broadcast was so successful that João Adibe Marques, president of Cimed, revealed the need to stop it earlier than expected to meet the demand for orders, as purchases generated a 60-day waiting list for supplies.
The company launched a line of lip balms called BFF specifically for the actress couple. “A very strong appeal among the public aged 6 to 16”, explained the company representatives. Known as Carmed, the moisturizers were launched in May and have already sold more than 2 million units.
Marketing strategy
The commercial experience was part of a broader context of “live-commerce”, a phenomenon already consolidated in Brazil. Virginia Fonseca is one of the pioneers of this format and has already accumulated sales records with her own cosmetics brand. But nothing like the teenage duo phenomenon. In January, for example, Virginia revealed a turnover of R$15 million in 12 hours of live broadcast, with products ranging from R$20 to R$300. In April, it surpassed its own record, reaching 22 million of R$ in 13 hours of live broadcast.
The strategy of counting on the two actresses, who have millions of followers on social media, proved to be the right one. Larissa, who became a brand ambassador last week, has 53 million followers on Instagram, while Maisa has more than 48 million. Together they sold in 20 minutes practically double what Virginia earned in half a day of advertising.
Source: Terra
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