GLOBAL MARKETING TRIP

Memorable Site Visits and Experiences

Our expedition through Rio de Janeiro and Sao Paulo was a kaleidoscope of captivating site visits, immersive experiences, and dynamic cultures. From the iconic Christ the Redeemer to the vibrant Copacabana and Ipanema beaches, Mountain Sugar Loaf, each location painted a unique canvas of Brazilian culture. The Metropolitan Cathedral of Saint Sebastian, colorful Lapa Steps (Escadaria Selarón), and the best trail in Tujica at Nation Park added layers to our understanding of the country's rich heritage. Exploring the Beco Do Batman in Sao Paulo and the enchanting Liberdade-Japanese community provided a glimpse into the dynamic tapestry of Brazilian urban life.

The vibrant energy of Brazilian culture is evident in various aspects of life, from its soulful beats of Samba music to diverse and flavorful drinks and dishes, like Caipirinha, a national cocktail, made with cachaça (a distilled spirit made from sugarcane), sugar, and lime and Feijoada, a hearty black bean stew with pork, sausages, and beef.

Dynamic Marketing in Brazil by Global Brand and Agency

It is a great opportunity to unravel the strategies behind dynamic marketing in Brazil through encounters with global giants’ brands and agencies like SC Johnson and Ogilvy. Delving into the innovative approaches these brands employ allows me to capture the attention of the diverse Brazilian consumer base and analyze how they adapt their global marketing campaigns to resonate with the local audience, offering invaluable lessons in cultural sensitivity and market responsiveness.

At SC Johnson Brazil HQ in Rio de Janeiro, the fourth biggest country in the global SC Johnson network, I learned about their focus on digital conversion marketing. The marketing strategy drives a healthy profitable brand that enhances sales growth, DPM growth, and media campaigns, aiming to educate consumers and change behaviors in their day-to-day routines.

Ogilvy, a creative agency excelling in creativity and virtual influencers, showcased Lu with over 31 million followers on social channels, highlighting the potential of virtual influencers in digital marketing. The session also covered brand asset valuation through measurable scores for brand asset valuation, including brand strength (differentiation and relevance) and brand stature (esteem and knowledge).
I gained additional insights on constructing client briefs and collaborative work for impactful briefs, employing the Golden Circle methodology. This involves commencing with the "why," followed by the "how," and systematically breaking down the steps, including defining goals and issues, understanding the target audience, outlining the implementation plan, and determining the budget.

Value-Driven Sustainability in Brazilian Local Business

I witnessed firsthand how local businesses, such as Ciclo Orgânico and Bars Over Bottles, have created a harmonious model for value-driven sustainability. I delved into exploring how these enterprises enhance consumers' environmental awareness. For instance, Ciclo Orgânico prioritizes word-of-mouth strategies and workshops to educate individuals on contributing and raising awareness. 

Additionally, Bars Over Bottles concentrates on retention strategies, optimizing digital campaigns through impactful social community and targeted advertising (CRM and special projects like subscriptions, loyalty programs, and referrals) to leverage data to drive revenue.

AI & Data: Strategy, Methodology, and Cases

I discovered the impact of AI and data on shaping marketing approaches through informative sessions with Deloitte and Almap BBDO. Deloitte showcased methodologies for adopting generative AI, illustrating a real-life case in car insurance that utilized data for decision-making and strategy development.

Almap BBDO employs a robust Martech-omni platform where they leverage AI extensively in advertising and marketing performance. They have created tools for monitoring real-time campaign performance, allowing clients to track ongoing campaigns.

Insights into the Brazilian Consumers

Qualitative research serves as a methodology for gaining consumer insights. I observed IPSOS conducting consumer interviews, learning firsthand about active observation techniques that emphasize cultural cues, body language, Brazilian daily routines, and shopping habits. From this experience, I found that the interview technique commences with an open conversation to ensure comfort before progressing to clear and open-ended questions.

Efficient Process Impacting Marketing

Witnessing the seamless integration of efficient processes into marketing strategies with industry leaders like Kimberly Clark and General Mills, I understand how streamlined processes enhance overall marketing efficiency and contribute to the success of global brands in the Brazilian market.

At General Mills, the utilization of the country's benefits, being a top 5 agriculture producer, was evident in their strategic distribution network. Understanding their logistics, with over 20 delivery points, 350 SKUs, and a network of 200+ suppliers, emphasized the importance of on-time delivery for their business.

The production management at Kimberly Clark relies on data-driven approaches. The production software records essential metrics such as machine speed, instances of machine running, stopping, delays, and waste.

Personal and Professional Growth in Global Learning

The global learning broadened my horizons in cutting-edge marketing campaigns and cultural awareness, notably the introduction of the world's biggest virtual influencer, showcasing the dynamic evolution of Brazilian marketing in tune with current trends, social influence, and AI technology.