Until the beginning of last week, Jeniffer Castro, 29, was an anonymous banker. Everything changed when she boarded a Gol () flight from Rio de Janeiro to Belo Horizonte and became the “diva on the plane”. She had her face exposed and went viral with a protest message against Jennifer, who decided to target a child who insisted on sitting there. And if the intention was to make her “famous” on the internet, as she would have said, it worked.
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Jeniffer already has 2.3 million followers on Instagram. He had less than a thousand when he took the flight that elevated his level of influence on the web to the level of renowned personalities. Social media users have compared the “airplane diva” base with that of actress Fernanda Torres. This Monday (9), the protagonist of the film “I’m Still Here”, by Walter Salles, has 400 thousand fewer followers than Jeniffer.
It didn’t take long for the banker to be approached by brands. Jeniffer’s debut as a poster girl was with a major company: Magazine Luiza (). In fact, her first statement after the plane video was in a “publi” for the retailer. In the content, Jeniffer says that she remained calm during the episode because she was checking offers on app da Magalu.
“Tablets are good for entertaining children when traveling by plane”, he says, in the video that has already accumulated more than 43 million views. The following day, Jeniffer’s profile published another sponsored content, to promote the new song by a pagode band. In 24 hours less, another “publish”, this time for a line of nail polishes. All the speech in the content also alludes to Jeniffer’s calmness in the face of the situation she experienced on that Gol flight.
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Before the incident, Jeniffer didn’t even work in content production. Today, in the profile description, there is an email for commercial partnerships. The new influencer also already has a press office.
Suddenly, influencer
At the beginning of this year, history teacher Camila Moura also emerged from anonymity in an unusual way. Her then husband, Lucas Henrique, the “Buddha”, participated in the 24th edition of Big Brother Brasil and flirted with another participant during confinement.
Camila, until then very discreet, used social media to vent and, just like “the diva on the plane”, she gained the empathy of the web. Result: millions of followers in a matter of days without even participating in the reality show. The first advertisement was for a brand of fabric softener – to allude to the washing of dirty clothes that she intended to do with her husband as soon as he left the program.
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Advertising agencies are constantly looking for viral content that could become opportunities for certain brands. In general, these are very short-term actions, with very simple strategies, which surf the momentary viral wave.
“This type of action does not make the person a brand ambassador”, explains Patricia Calil, director of content and innovation at the content study Snack Content. “It’s a quick thing, one shot. I have a product, I want to communicate and I use a person who went viral as a channel”.
Instant effect
Patricia explains that, often, the effect of the action does not last long. “There are times when a person actually becomes a content producer and, if the action produces a lot of results, the brand tries to communicate again. But in general, it’s not like that”, he says.
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O InfoMoney found that in cases of this type, a publicity “combo” like the one Jeniffer did for Magazine Luiza, including stories and content on the feed of Instagram yields, on average, R$35,000 to the new internet celebrity. Of course, the value will also depend on how much the situation went viral.
Camila Moura, the ex of Buddha from BBB, has remained in the spotlight until now, she has 2.7 million followers today and also became a participant in reality show – was recently one of the people of The Farm from Record TV. It remains to be seen whether the “airplane diva” will take off or whether her trajectory as an influencer will just be a flight of chicken.
