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Influencers Reap $1 Billion Fortune With Brazil Pharma Business
· 18.05.2024 · 16:00:03 ··· Samstag ⭐ 0 🎬 0
📺 Bloomberg Quicktake
A Brazilian pharma CEO has used his social media to grow his company’s reach. But his oversharing online could be a hurdle if the company ever goes public.
Pharma CEO Joao Adibe Marques didn’t appear on billboards or commercials to convince Brazilians to buy his products. He instead went on a soap opera.
On a recent episode of “Fuzuê,” he played the role of a salesman at Cimed — his real company — and boasted about the benefits of vitamins to two other characters. He wore his company’s bright yellow polo shirt, a staple of his wardrobe and a constant presence on his social media feed.
It’s just one of several marketing tactics that the larger-than-life influencer has deployed to expand Cimed’s reach across Brazil’s 26 states, attending to a market of some 200 million people. He sponsors soccer teams, appears on the country’s most-watched Sunday program and even rolled out a new promotional lip balm for Madonna’s concert in Rio de Janeiro. And every day, he shares nearly every aspect of his life with his 3.5 million Instagram followers.
Read more: https://www.bloomberg.com/news/articles/2024-05-17/joao-adibe-marques-builds-cimed-into-1-billion-business?sref=omvmmwIg
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· 18.05.2024 · 16:00:03 ··· Samstag
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