A spreadsheet with evaluations on the behavior of digital influencers in advertising campaigns, which went viral on social media this week, assigns scores from 1 to 10 to more than 80 personalities, including names like Anitta, Whindersson Nunes and Tatá Werneck. Three brands were mentioned by name: Avon, Decathlon e Kiss of Milkbut none have officially commented on the case. The document was supposedly created by marketing professionals.
The spreadsheet, which would have been circulated among agencies specializing in partnerships with influencers, evaluates the attitude and performance of celebrities in advertising work. The document, originally shared as a Google spreadsheet, has been removed from the original link, but copies continue to circulate on the internet.
Avon was mentioned in a positive comment about influencer Jana Rosa, creator of the Bonita de Pele project. The text praises her versatility and energy during a campaign, highlighting that she “held it together very well” even with an open brief.
Decathlon was cited in a review of actress Bruna Griphao, former participant of Big Brother Brasil 23. The author of the comment made harsh observations about the artist’s performance, who did not speak publicly about the case.
Actress Carla Diaz also appeared in the spreadsheet, accused of abusing a partnership with an online supermarket to fill the refrigerator with ice cream from Bacio di Latte. Taking advantage of the repercussion, Carla posted a new advertisement with the Sorvetes Jundiá brand, but did not directly comment on the criticism.
Repercussions and doubts about authenticity
The spreadsheet generated debates about ethics in the relationship between brands and influencers, in addition to raising doubts about the veracity of the information. Marketing experts point out that although the document may reflect real insights from industry professionals, it is difficult to confirm the authenticity of reviews without identified sources.
Continues after advertising
Meanwhile, the aforementioned influencers have reacted in different ways. Some ignored the issue, while others, like Carla Diaz, took advantage of the visibility to promote new partnerships.
On social media, experts take advantage of the controversy to reinforce the importance of transparency and professionalism in collaborations between brands and influencers, a market that generates billions and depends on the credibility of both parties.
