The announcement of the hiring of influencer Toguro by Cimed as the company’s Head of Communication and Marketing caused posts to appear on LinkedIn criticizing the company’s move, claiming that the influencer’s body builder’s CV would not be up to the job — an opinion with which João Adibe Marques, president of Cimed, profoundly disagrees.
“I really admire training. But today, at Cimed, in addition to that and by our choice, we have a philosophy of bringing people who are in different realities in our daily lives. It would be very easy to bring a traditional advertiser to talk about medicine, but it is very difficult for this guy to innovate”, Adibe explained to InfoMoney.
The explanation doesn’t stop there. For the executive, in addition to the ability to innovate of a figure like Toguro, attention was drawn to the influencer’s ability to create narratives and exposure — who has 10.4 million followers on Instagram, 5.15 million subscribers on YouTube on his own channel, 3.55 million on the Mansão Maromba channel and more than 1 billion views.
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Toguro is how most people know physical educator Tiago Ribeiro de Lima, who gained his fame on social media by sharing his “body builder” bodybuilding routine – or “maromba”, as they said at the time – and, above all, because of the Mansão Maromba project, created by him almost eight years ago, which was born as a digital reality show to show the lives of body builders on YouTube, but today has other business fronts, the most recent being the line of mixed alcoholic drinks.
“Toguro has very quick communication through the storytelling he creates, which is very unique — and today there is no course to learn this: the day-to-day storytelling. Using this skill we can scale [as divulgações] much faster. Externally, Toguro will help us [com as divulgações] and, internally, Cimed will complement his training. We believe that the sum of these two aspects will make the communication we are planning powerful”, he assessed.
Continues after advertising
According to Adibe, Toguro’s duties allow him to collaborate with all of Cimed’s, but the main project involving the influencer is the development of an “anti-hangover”, which should reach pharmacies later this year.
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Online no offline
Tonight, Cimed’s oral hygiene brand, Super, will appear in “Sincerão”, a dynamic that takes place on Mondays, on Big Brother Brasil, on Globo. But the promotion is not limited to reality: Toguro visited pharmacies in search of Super products to record content – which will be posted in due course, taking advantage of the exposure that will be generated by BBB.
Continues after advertising
“It’s uniting online and offline with agility. I think the advertising world has a lot of difficulty understanding the speed of digital, which has no day or time. It’s spontaneous and necessarily requires a narrative. Without a narrative I can’t bring people to my brand”, he added.
