Banks compete for Brazilian mega-influencers

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Monitor Mercantil | 13 December, 2022

In recent months, financial institutions operating in Brazil have begun competing to see which of them can have the most impactful celebrities and digital influencers fronting their campaigns, both nationally and internationally. But this pursuit is not just about having big stars as spokespeople to attract more customers and short-term returns, as in the past. For marketing experts, these moves show banks' growing concern – especially digital banks – with strengthening their brands by making them more human, bringing in people who already have great affinity with the public to play a more active role within the institutions.

According to Thiago Cavalcante, director of new business at INFLR, a pioneering influencer marketing startup in Brazil, this strategy not only delivers better results in terms of reach but is also essential to a company's reputation. “With an influencer's greater dedication, the brand gains the trust that consumers place in that particular person, especially when it comes to internationally recognized stars. And the more sincere and transparent this relationship is, the better a campaign performs,” he says.

Read the full article at: Monitor Mercantil – Banks compete for Brazilian mega-influencers

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