Another result achieved by the BrandLovers-led approach was the reduction of cost per impact by 37%
Summary
Nio Fibra’s rebranding campaign, led by BrandLovers with a focus on YouTube Shorts and creators, generated significant increases in awareness and cost reductions, solidifying the Creator Economy as a successful strategy.
After the acquisition by the BTG group, the former Oi underwent an extensive rebranding process and became Nio Fibra. To introduce the new brand to the Brazilian audience, the company invested in creators as the main voice of the campaign, using YouTube Shorts as a format to generate connection. The initiative, made possible by BrandLovers in collaboration with Google, demonstrated how combining native language and efficiency can transform one of the biggest communication challenges in the Brazilian market into concrete business results.
“We believe that good communication means respecting the language and context of each platform. With the creators of YouTube Shorts, we are native to the digital environment, exploring the potential of short and authentic content in tune with the dynamics of the network,” says Bárbara Martinho, Communications Manager at Nio.
The challenge
Repositioning a brand is not an easy task, especially when it is one of the best known in the country. In addition to this need, there was a demand to ensure that the new identity had reach and connection with different audiences.
To win the challenge, an approach focused on Influencer Marketing was chosen with a format that is still little explored: YouTube Shorts. In practice, the campaign activated 74 creators from segments such as Humor, Memes, Vlogs, DIY, Technology and Comedy, representing 9 Brazilian states.
Expressive results
The campaign not only introduced the new brand to the market, but also had a major impact on the business:
10% absolute increase in awareness in the Shorts campaign
+45% awareness growth with creator videos
37% reduction in CPLU (cost per awareness gain) with creator videos
“This case shows exactly the power of creator marketing when treated as a media. With technology, we are able to regionalize the message, generate efficiency at scale and, at the same time, provide authenticity. It is a model that demonstrates that the Creator Economy is already a strategic business driver for large brands,” emphasizes Rapha Avellar, CEO and founder of BrandLovers.
Combining scale, authenticity and efficiency, the initiative has consolidated the Creator Economy’s role as a strategic driver in high-impact brand transformation projects.
Source: Terra
Rose James is a Gossipify movie and series reviewer known for her in-depth analysis and unique perspective on the latest releases. With a background in film studies, she provides engaging and informative reviews, and keeps readers up to date with industry trends and emerging talents.
