My father was a diplomat for the Brazilian government, which meant that I was exposed to different cultures and languages from a young age. I learnt fluent Portuguese, French, English and Italian and I was always very curious and keen to travel and explore new countries.
In the 1980s I studied history of art at the Sorbonne in Paris and then worked at the Guggenheim in Venice. Back in Brazil I carried on studying: this time I chose graphic design and photography and I was obsessed by aesthetics. Later, in my work as a freelance designer, I was increasingly confronted with brands that wanted to transmit their message… let’s say less aesthetic: Top-down mass communication. This resulted in the ‘information overload’ that we are all constantly confronted with today.
As I observed this development, I decided I could use my skills and experience to help brands communicate in a different way. That began with Nespresso, where I worked as the local PR rep for five years and which I helped to launch in Rio. I felt there was a distrust of commercial messages and a growing need for peer-to-peer communication to get the right information. People value authentic conversations.
I started to look into influencer marketing and using this in my own social network. Influencer marketing is a form of marketing in which the focus is placed on specific key individuals rather than targeting the market as a whole.
I selected people in my network who have an influencer status – this means that they have a greater than average impact through word of mouth in their network. I have turned this into an art form: using social interactions to give people relevant information and deep product experiences.
Today I’m expanding my influencers’ network sharing the branded messages in a relevant and aesthetic way. Of course the messages have to be genuine and I have to believe in them myself.
© 2013 CoolBrands – Around the World in 80 Brands
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Tags: Coolbrands, Coolbrands Around the World in 80 Brands, Around the World in 80 brands, 80 Brands, Around the world, Storytelling, CoolBrands Storytelling, Global Storytelling Campaign, Bel Augusta, Bel Augusta influencer networker, Bel, Brazil influencer networker31 December,2013