Dark Social - Anheuser-Busch InBev

I played an instrumental role in developing the first-ever dark social study product in Brazil. Recognizing the overwhelming popularity of WhatsApp among internet users in Brazil and the difficulty brands were having in reaching this audience, I spearheaded the creation of a product that would help brands better understand and engage with consumers on this platform. What began as a methodology for studying dark social quickly evolved into a robust SaaS platform that has revolutionized the way brands approach marketing in Brazil.

 

This innovative approach allowed top brands, including Unilever, Nestlé, Netflix, Ambev, and Itaú, to turn to our dark social study product to better understand their customers and drive business growth. My collaboration with Ambev, in particular, stands out as a prime example of the immense value that our product brought to these brands. Over the course of two years, we provided the Ambev team with deep insights into the Brazilian consumer mindset, helping the brand to identify opportunities to connect with consumers in new and meaningful ways.

 

Some of the highlights of our collaboration with Ambev include:

 

• Providing insights for understanding the consumer. Using dark social, we conducted a study of the Brazilian relationship with Friday and how beer can enter consumers' journeys beyond the bar after work. Other interesting insights studies were on the new relationship with beer during the pandemic and the possibilities of using TikTok by brands as early as 2019.

• Anticipating content that would go viral on Twitter and Instagram for the Social Media team. The engagement of the Skol brand grew by 25% after the adoption of Hidden Insights as a creation tool.

• Assisting the PR team in anticipating and containing image crises. It was possible, for example, to monitor content about pirated beers that used the organization's brand packaging.

 

As a key member of the dark social study product team, I was instrumental in driving its development from start to finish. From UX/UI design briefings to customer interviews and training sessions, my contributions to the product's user experience were second to none. Additionally, I played an integral role in sales, presenting the product to potential clients, and participating in negotiations.

 

The Hidden Insights product has been transformative for the marketing industry in Brazil. The innovative approach to consumer research and analysis has helped countless brands better understand and engage with their target audiences, driving business growth and boosting the overall health of the industry. It is clear that my expertise in this area will continue to be in high demand as brands look to stay ahead of the curve and connect with consumers in new and innovative ways.