Praia Brava has always been characterized for its offline growth strategy; working with large retailers, opening stores, having a proposal full of design and color for its customers. But with digitalization, new challenges appeared for the company, according to Erika Moreyra, founder and CEO of Praia Brava, “we had to build a team from scratch and understand that the new way to create a community was through the digital world. I was used to personally going to stores and selling to third parties, but with the growth of Instagram and Facebook, we had to change the way we worked”.
Mariana Ramos Watson, former community manager of Praia Brava, tells us: “the company had great growth in social networks, especially in Instagram. It grew by 164.5% from 2017 to 2020, that is, it went from having 26.2k followers to 69.1k, with support of different digital strategies, some hand in hand with influencers. Compared to Facebook, where it grew by 22.48%, going from 114.2k followers to 137k” (*).
(*) See more of this journey here: https://www.behance.net/Mariana-Ramos-community-manager-Praia-Brava