The fanaticism for brands and the need for money can be a very interesting combination for companies that want to boost their marketing.
An interesting example can be seen in Argentina, where a business venture promoted purchase orders for 20,000 Argentine pesos (about 200 dollars) and other gifts to people who tattooed their brand on social networks.
Only 48 hours before the launch of the digital marketing strategy in Instagram170 people already have the tattoo on her skin.
In dialogue with the local media All News, Milagros Cocilobo, the owner of Gótica, a brand of accessories (especially surgical steel bracelets), said that she had not taken “the dimension of what we were as a brand until now.” “I never imagined that we would have this scope, I am shocked,” she added regarding the success of the initiative.
The venture was born in the pandemic as a way that Cocilobo (23 years old) found to combat the crisis that is hitting the country.
In the beginning, sales were poor, but they picked up remarkably after the owner promoted a marketing strategy based on creating what they called “the sect”, a group of faithful followers of the brand. “It is based on feedback with people. Our idea is to talk to clients as if they were friends, so that they do not feel like numbers, we aim for hyper-personalized attention”, she said.
Brand tattoos: trend or necessity
The idea of launching the promotion was born on Twitter, when a client said that she was about to get a tattoo of the Gótica logo. From that trigger, the brand published on the networks that everyone who tattooed the brand would have purchase and gift orders.
Cocilobo thought that 10 or 20 people would get tattooed, but that was not the case: in just two days, almost 170 people, which meant that they had to close the promotion earlier than planned. “We thought, how many people could get a Gothic tattoo? ten, twenty at most, but we had to advance the end of the draw because in 2 days 165 people were tattooed “He said.
The brand’s bracelets are a success, so the venture grew and already exports to the United States and, these days, they are finalizing the permits to expand the business to Mexico and Spain.
The idea of Gótica as a brand is to strengthen the market niche that it already has, that of bracelets. “Actually, our brand is not a bracelet, it’s a concept,” he explained.
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