A decade ago, even the marketing of a giant like Coke () could find it difficult to answer a simple question: “What do people actually want to watch?”. Faced with the growing appeal of the internet in advertising, a creative director at a beverage company decided he would try to provide this answer — and turned it into a business.
Even before , Gian Martinez — then creative director of Coca Cola — and two other co-founders, Erich Oliveira and Carlos Camolese, decided to create Winnin, the company behind a tool that generates information about video consumption behavior on platforms like YouTube, Instagram, TikTok e Twitch.
The first steps were taken within the owner of the most famous soft drink in the world, through startup program Founders. Coca, which no longer has a stake in the company, became a partner and financed a stage seed of the company.
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“Even Coca Cola, with all the resources it had from research companies, tools, agencies globally, couldn’t answer a simple question of what people really want to watch, what they want to engage with”, says COO Carlos Camolese. At that time, in 2014, social networks like Instagram started to allow videos on their platform and the resources to advertising were already more fragmented between television and platforms.
It took five years to develop the platform that is on the market today. Basically, the company generates insights based on open online video datasuch as comments, likes, number of views and topics covered by the content creator.
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“We can map who watches certain topics through the network effect. Through people’s comments, videos that are posted”, says Camolese. If a person comments on a video about football, for example, the platform can cross-reference their other comments on different content and identify similar tastes. From there, it groups the profiles and supplies the .
And these are not small customers. With focus on large corporationsCoca Cola itself is one of those that uses the tool to this day, along with examples such as Google, Unilever, Netflix, Globo, Danone, Mondelez.
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Recently, the company also caught the attention of AWS when it was selected to participate in the Global Generative AI Acceleratora support program for Amazon’s line of cloud computing services, on a list of 80 companies.
As a prize, Winnin will receive US$200,000 in AWS credits to develop, improve and test solutions, a welcome amount for a company that processes information from more than 2 million videos in a database that has billions of records.
This year, the company went through its series A funding round with the Alexia Ventures and Kaszek funds, for an undisclosed amount. A window of 12 to 18 months is expected for a new round.
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With an ambitious target, based on the growth curve of a Unicorn — companies that reach a valuation of US$1 billion before going public – Winnin tripled its revenue in 2020 and doubled in size consecutively in the following years.
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