Capricho
With a rich heritage spanning more than 70 years in Brazil, CAPRICHO is a valued reference in the national publishing scene, especially when it comes to teen content. With a lighthearted, inclusive and welcoming tone, it delves into the dilemmas, dreams and discoveries of youth. By connecting directly with a young audience eager to express themselves and engage with the world, CAPRICHO continues to resonate across generations.
The challenge
Over the past decade, the market has undergone a significant digital transformation, with younger audiences increasingly drawn to online content. In response to this trend, CAPRICHO decided in 2015 to move entirely to a digital format and to discontinue its print edition.
In recent years, the rise of social media and the availability of real-time information have had a significant impact on the publishing and content market. This shift has exacerbated the crisis of the attention economy on a global scale. As a result, brands now find themselves competing with a variety of new content channels and profiles, facing both direct and indirect challenges.
Faced with this challenge, CAPRICHO began looking for innovative ways to differentiate itself in the marketplace. Although a digital presence is crucial, it doesn't always yield positive results. The rising tide of loneliness set alarm bells ringing among its editorial staff. Inspired by the burgeoning anti-screen movement, they decided to connect with their audience through alternative formats.
The solution
To break through this stalemate, CAPRICHO selected WGSN as its key content partner and go-to source for consumer insights. By leveraging WGSN's unique methodologies and exclusive data on the evolution of consumer trends in the coming years, the brand was able to identify new business opportunities and maintain a competitive product range that meets current demands.
Through our youth culture reports, which explore the key needs and consumption patterns of these generations, CAPRICHO has identified a growing trend toward a return to physical experiences. This movement is driven by a desire for wellness, a sense of community, and nostalgia, leading to an increase in analog practices.
The success of our product is closely linked to the insights we've gained from WGSN over the past few years. This knowledge has informed both our editorial strategy and our product licensing, focusing on how teens view and want to engage with the world around them.Andrea Abelleira, VP of Publishing, Editora Abril
The results
Recognizing a gap in the market, CAPRICHO decided to reconnect with its roots by launching two annual print issues. This initiative not only evoked nostalgia in those who grew up with the magazine but also provided a sensory experience for the new generation who had only been exposed to it online, allowing them to enjoy something tangible away from their screens.
In its first print issue of the year, the brand has already made history:
- Over ten thousand print copies were sold.
- Nine million social media accounts were reached during the launch period.
- Two branded content pieces on the website generated two hundred thousand impressions.
