Using young entrepreneurs instead of models on its latest campaign, this Brazilian brand proves that it knows how to connect with its millennial consumers, reports WGSN correspondent Mel Meira
Young entrepreneurs, vibrant downtown São Paulo and a strong digital strategy: these are the elements that make “E se for só o começo”, Youcom’s latest campaign, a success!
With only three years in the market, Youcom, this young fashion brand from Brazil, already has 38 stores all over the country and an e-commerce platform tailor made for teens that are thirsty for the latest trends.
Here are the three facts you need to know about the brand’s exciting and forward-thinking AW 16 campaign:
Young entrepreneurs are the new role models: “We want to show that we are a real brand, essentially young and be perceived that way. We strongly believe in empathy, so we put our target as the protagonist of all our actions and decisions, because of that the concept of this campaign came in a natural way. We decided to search for young Brazilian entrepreneurs to show their inspiring stories and especially their real beginnings. For us, as these young people, Youcom is also just beginning. Full of doubts and questions, and that’s what makes us evolve and leave the comfort zone all the time. If we are only at the beginning, great, because it means that we still have a long way ahead”, says Joice Trindade, Youcom Head of Marketing. The six entrepreneurs that the brand teamed up this season are:
Luana Nascimento, founder of Dresscoração
Giovanna Nader, founder of Projeto Gaveta
Arthur Blaj, co-founder of LIVO Eyewear
Lucas Neumann, founder of Mapa Daqui
David Carneiro, founder of the carnival block party “Primavera, te Amo”
Rita Wu, architect, designer and researcher.
Standout social media: Nowadays it’s impossible to create a campaign without thinking of exclusive content for Facebook, Instagram and Snapchat. Trindade says that the brand “thought about all the digital aspects when choosing the entrepreneurs, but this was not the main objective. We wanted real stories, not only the number of followers on their networks. We wanted to put them as protagonists of our brand and for them to see Youcom as a means for them to express themselves. This is the main objective of Youcom – to be a platform of expression for all young people, our channels are theirs.”
Location is everything: the campaign was photographed in the heart of downtown São Paulo, this choice was made because “like Youcom, São Paulo is an extremely plural and democratic city. Downtown is a place that reinvents itself all the time and represents different types of the public. São Paulo is a city that is always questioning”, concludes Trindade.
Youcom even created a special host site to unveil the entire campaign, check it out here.
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