Taking the Brazilian Borogodó to the international market. FARM Rio is a brazilian clothing retail brand that also represents a tropical lifestyle, with vibrant colors and a sustainable approach.
Our challenge was to help FARM Rio enter the United States market, capturing leads to be converted during the ecommerce launch, thus taking the brazilian lifestyle to the north american market. Our Business & Strategy and Media teams put together a brand awareness, engagement and lead capturing strategy.
The second phase was to focus on broadcasting the ecommerce launch and converting the leads.
The pre-launch campaign ran on Google Ads, Google Search, Google Display, Google Shopping and Bing Search, besides ads with feed placement and Instagram and Facebook stories. This first phase took place two months before the ecommerce launch.
The ads directed the user to the brand’s website, where they could sign up to receive news about the brand and the ecommerce launch.
In the ecommerce launch day all leads collected and nurtured during pre-launch phase received an email with the announcement.
For the following 3 months, the database received broadcast campaigns about the brand and the collection. The media ads were also altered to stimulate performance, but always highlighting the main brand attributes and values.
The strategy delivered the following outcomes:
CRM share of revenue
Revenue during the launch phase