Michele Hodecker

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Michele Hodecker

Michele Hodecker

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Influencer Marketing - Multiple Campaigns

Paid Media • Social Media • Influencer Marketing

In the digital world, investing in paid media is not limited to traditional methods. Working with influencers is another effective way to increase a brand's reach through social media. Therefore, Havan has started investing in and developing strategies to work with influencers in Brazil, in order to boost their brand awareness.

Influencer Marketing - Multiple Campaigns

Paid Media • Social Media • Influencer Marketing

In the digital world, investing in paid media is not limited to traditional methods. Working with influencers is another effective way to increase a brand's reach through social media. Therefore, Havan has started investing in and developing strategies to work with influencers in Brazil, in order to boost their brand awareness.

Influencer Marketing - Multiple Campaigns

Paid Media • Social Media • Influencer Marketing

In the digital world, investing in paid media is not limited to traditional methods. Working with influencers is another effective way to increase a brand's reach through social media. Therefore, Havan has started investing in and developing strategies to work with influencers in Brazil, in order to boost their brand awareness.

Influencer Marketing - Multiple Campaigns

Paid Media • Social Media • Influencer Marketing

In the digital world, investing in paid media is not limited to traditional methods. Working with influencers is another effective way to increase a brand's reach through social media. Therefore, Havan has started investing in and developing strategies to work with influencers in Brazil, in order to boost their brand awareness.

Project details

  • Influencer marketing

  • Content strategy

  • Digital strategy

  • Paid media

  • Conversion optimisation

About Havan:

Havan was founded in 1986 and is one of the biggest department stores in Brazil. It has a presence in 17 states and employs 20,000 people. The chain operates 120 megastores throughout the country and offers more than 100,000 products to its customers.

Objective:

Influencer marketing has revolutionized the way people consume content on the internet. It's not a secret that people trust influencers more than advertisements. Havans’ goal was to build strong relationships with influencers, increase brand awareness, boost engagement, and ultimately generate leads and conversions in the future.

Project details

  • Influencer marketing

  • Content strategy

  • Digital strategy

  • Paid media

  • Conversion optimisation

About Havan:

Havan was founded in 1986 and is one of the biggest department stores in Brazil. It has a presence in 17 states and employs 20,000 people. The chain operates 120 megastores throughout the country and offers more than 100,000 products to its customers.

Objective:

Influencer marketing has revolutionized the way people consume content on the internet. It's not a secret that people trust influencers more than advertisements. Havans’ goal was to build strong relationships with influencers, increase brand awareness, boost engagement, and ultimately generate leads and conversions in the future.

Project details

  • Influencer marketing

  • Content strategy

  • Digital strategy

  • Paid media

  • Conversion optimisation

About Havan:

Havan was founded in 1986 and is one of the biggest department stores in Brazil. It has a presence in 17 states and employs 20,000 people. The chain operates 120 megastores throughout the country and offers more than 100,000 products to its customers.

Objective:

Influencer marketing has revolutionized the way people consume content on the internet. It's not a secret that people trust influencers more than advertisements. Havans’ goal was to build strong relationships with influencers, increase brand awareness, boost engagement, and ultimately generate leads and conversions in the future.

Project details

  • Influencer marketing

  • Content strategy

  • Digital strategy

  • Paid media

  • Conversion optimisation

About Havan:

Havan was founded in 1986 and is one of the biggest department stores in Brazil. It has a presence in 17 states and employs 20,000 people. The chain operates 120 megastores throughout the country and offers more than 100,000 products to its customers.

Objective:

Influencer marketing has revolutionized the way people consume content on the internet. It's not a secret that people trust influencers more than advertisements. Havans’ goal was to build strong relationships with influencers, increase brand awareness, boost engagement, and ultimately generate leads and conversions in the future.

Strategy

After establishing the campaign goals, the next step was to create a plan to achieve them through influencer marketing. The strategy focused on working with influencers whose audience comprised the target niche for the brand: people between the ages of 20 and 35 who were beginning their financial independence and interested in fashion and home products. The primary message was to showcase the store as a one-stop shop for all their needs.

Creating influencer strategy based on:

  • Develop audience personas.

  • Set the criteria for choosing the influencer.

  • Create a matching set of influencers and audience personas.


Sponsored Social Media Content on Instagram and Youtube:

The sponsored content helped Havan introduce the brand and its products to the influencers' audiences. Apart from that, the influencers have a good reputation with their followers which provides a high rate of trust for recommendations. Therefore, this strategy helped to reach people more organically. 😊


Measuring the impact of brand awareness:

The third step was to measure the impact of the influencers' campaign and track the results of the audience who have become aware of the brand.

  • Impressions and reach.

  • Social Media Engagement.

  • Follower Growth.

  • Views.

Strategy

After establishing the campaign goals, the next step was to create a plan to achieve them through influencer marketing. The strategy focused on working with influencers whose audience comprised the target niche for the brand: people between the ages of 20 and 35 who were beginning their financial independence and interested in fashion and home products. The primary message was to showcase the store as a one-stop shop for all their needs.

Creating influencer strategy based on:

  • Develop audience personas.

  • Set the criteria for choosing the influencer.

  • Create a matching set of influencers and audience personas.


Sponsored Social Media Content on Instagram and Youtube:

The sponsored content helped Havan introduce the brand and its products to the influencers' audiences. Apart from that, the influencers have a good reputation with their followers which provides a high rate of trust for recommendations. Therefore, this strategy helped to reach people more organically. 😊


Measuring the impact of brand awareness:

The third step was to measure the impact of the influencers' campaign and track the results of the audience who have become aware of the brand.

  • Impressions and reach.

  • Social Media Engagement.

  • Follower Growth.

  • Views.

Strategy

After establishing the campaign goals, the next step was to create a plan to achieve them through influencer marketing. The strategy focused on working with influencers whose audience comprised the target niche for the brand: people between the ages of 20 and 35 who were beginning their financial independence and interested in fashion and home products. The primary message was to showcase the store as a one-stop shop for all their needs.

Creating influencer strategy based on:

  • Develop audience personas.

  • Set the criteria for choosing the influencer.

  • Create a matching set of influencers and audience personas.


Sponsored Social Media Content on Instagram and Youtube:

The sponsored content helped Havan introduce the brand and its products to the influencers' audiences. Apart from that, the influencers have a good reputation with their followers which provides a high rate of trust for recommendations. Therefore, this strategy helped to reach people more organically. 😊


Measuring the impact of brand awareness:

The third step was to measure the impact of the influencers' campaign and track the results of the audience who have become aware of the brand.

  • Impressions and reach.

  • Social Media Engagement.

  • Follower Growth.

  • Views.

Strategy

After establishing the campaign goals, the next step was to create a plan to achieve them through influencer marketing. The strategy focused on working with influencers whose audience comprised the target niche for the brand: people between the ages of 20 and 35 who were beginning their financial independence and interested in fashion and home products. The primary message was to showcase the store as a one-stop shop for all their needs.

Creating influencer strategy based on:

  • Develop audience personas.

  • Set the criteria for choosing the influencer.

  • Create a matching set of influencers and audience personas.


Sponsored Social Media Content on Instagram and Youtube:

The sponsored content helped Havan introduce the brand and its products to the influencers' audiences. Apart from that, the influencers have a good reputation with their followers which provides a high rate of trust for recommendations. Therefore, this strategy helped to reach people more organically. 😊


Measuring the impact of brand awareness:

The third step was to measure the impact of the influencers' campaign and track the results of the audience who have become aware of the brand.

  • Impressions and reach.

  • Social Media Engagement.

  • Follower Growth.

  • Views.

My role

I was responsible for planning and executing a branding action and influencer campaign with Brazil's biggest digital influencer, Whinderson Nunes. He has 51 million followers on Instagram and 42.2 million subscribers on YouTube.

In addition to him, I also worked on influencer campaigns with Karol Pinheiro (1M), Taciele Alcolea (5.8M), Niina Secrets (3.5M), Nah Cardoso (8.7M), Pyong Lee (8.7M), Jade Seba (2.8M), TPM by Ju Ferraz (379K), Joyce Kitamura (674K), Rayza Nicácio (1.4M), and Luisa Accorsi (838K).

Among other things, being an influencer marketer at Havan involded

  1. Developing and executing influencer marketing strategies.

  2. Searching for influencers.

  3. Communicating and negotiating with influencers and their agents or agencies.

  4. Managing the campaigns from beginning to end.

  5. Analysing campaigns' performance and achievements.

Conclusion

Here are a few examples of sponsored content that I was responsible for from beginning to end during my five years as an influencer marketer, social media manager, and paid media specialist at Havan. I had the opportunity to manage influencer marketing campaigns with content creators from diverse niches across Brazil.

Throughout the years, I have developed a more analytical eye for identifying opportunities and trends, improved my negotiation skills, and developed the ability to create culturally appropriate and creative ideas for promoting Havan through influencer marketing to benefit the brand.

Overall, the results of the influencer campaigns I worked on at Havan are the achievement of more than 6 million people reached by the content on Youtube and Instagram platforms from the creators' accounts.

Videos

More work ↓

Facebook Ads - Offline Conversion

Paid Media • Social Media • Influencer Marketing

This Havan case illustrates the use of a conversion solution to track and improve ad effectiveness by reaching customers who have made offline purchases to increase offline conversion boosted by digital paid media. This project was a partnership between Havan and Meta Brasil.

Whindersson - Brand Ambassador

Social Media • Paid Media • Influencer Marketing

Whindersson Nunes is a 27-year-old Brazilian influencer, comedian, singer, and YouTuber who is known mainly for his stand-up show on Netflix. He has one of the biggest Brazilian channels on YouTube, with 43,9M subscribers, and his account on Instagram has 58.5M followers.

I'm happy to hear from you, if you want to reach out for a chat!

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I'm happy to hear from you, if you want to reach out for a chat!

E-mail →

LinkedIn →

Twitter →

Pinterest →