Every year, Brazil's most anticipated event keeps gaining momentum, and digital marketing is already feeling the impact of that.
For those who don't know, the infamous "Farofa" has been happening since 2017, though the 2020 edition didn't take place due to the pandemic. The event lasts 3 days, almost like a Carnaval, right? And its goal is to celebrate the birthday of influencer Gessica Kayane, aka Gkay.
The party gained a lot of buzz last year, and that reflected strongly this year as well.
The hype on the internet
A curious fact is how this event has brought (and still brings) huge expectations for guests and the audience that follows Gkay and other celebrities — this northeastern star really knows how to get the internet talking. To give you an idea, the hashtag #melevaprafarofadagkay passed 304 million views on TikTok.
Let's compare the investment year over year:
In 2021, the investment to put on the party was 2.8 million. And, brace yourself, for 2022, around 8 million was invested.
But what does Gkay's Farofa have to do with digital marketing?
Some triggers and strategies were carefully planned to promote the event on digital platforms.
- Anticipation trigger (invitations were sent early, several attractions)
- Exclusivity trigger (only invited people get in, no crashers)
- Nonstop content production (posting photos, videos, live streams and more)
- Brand activation (campaign launches, product promotion)
And which brands were involved in this Farofa?
- Latam
- Avon
- Multishow e Globoplay
Over here, we're keeping an eye on everything!
Rafael Braz, our content coordinator, says he believes that "this year's Farofa was a test run by Gkay herself for what the event could become in the future.
There are several paths it could take: keep being a VIP event, in an "Ilha Caras" style, exclusive to influencers, which would make non-invited influencers want to be part of it too. Or open it up to the public with sky-high ticket prices, giving fans a taste of being an 'influencer' during the festival and getting to meet their favorite influencers, you know?"
Now, all that's left is to wait and see what happens at the next Farofas!
