Creativity and boldness with a guaranteed reputation

October 18, 2023 – 0h00

In 2020, O Boticário went to PROS, a public relations (PR) driven communication agency, with a special request: the promotion of the Botik facial brand. The solution that could only involve traditional publication production and delivery methods for sending media – common in the PR market with a focus on media relations – gave way to a bold strategy, which included an anti-aging project by training 200 women over 40 years old to be digital influencer. Called Geração Botik, the campaign became one of O Boticário’s most successful PR campaigns of the year, generating sales 120% above average.

On the part of the organization, the project guaranteed permanent access to the company’s communications. What was just a specific job later turned into an achievement for all the group’s brands. “The selection of PROS and its expansion over the past two years has been due to the agency’s ability to deeply understand brands and their needs. From there, translate everything into a creative plan, making an emotional connection with the consumer and relevant press placement, as well as bringing a relevant narrative to market. It made sense for PROS to have a broader vision, to promote the unification and integrated work of Grupo Boticário brands, not only with the individual perspective of each one, but also to understand where they can meet, integrate, build a story together», says Renata Gomide, Vice President of Consumers at Grupo Boticário.

Fernanda Tchernobilsky, co-director, Alan Strozenberg, partner, and Daniela Graicar, founder and co-director of PROS

The power of good stories

The initiative is one of the examples of the PROS operating model, which has been operating since 2015 with a special focus on the creative and human potential of PR. «We are an independent, courageous agency, with an innovative DNA, who know the power of a good story to place brands naturally in consumers’ lives and deliver
participation and reputation in the most diverse formats. We understand people, the social context and with this we can lead creative, fun or purposeful conversations,» says Daniela Graicar, founding member of PROS.

Eight years ago, the agency, formerly known as MTCom Group, transformed itself realizing that to build reputation and desire, it was not enough to just promote brands and products in the press. It was necessary to know the context, believe more in good conversations, really bring brands closer to people and take advantage of a series of new digital and social tools. “Creative PR has a unique ability to make this happen. It is also formatless, which means that we can deliver projects through an activation, a podcast, a video or even a dress worn by Camila Queiroz at the Vogue Ball, printed in a mosaic of images, the protagonist and the shine of women who would not have access to the event, as we made for Eudora,» says Fernanda Tchernobilsky, co-director of PROS.

Pay attention to the context

Daniela, who this year was a judge in the PR category at Cannes Lions, says that PROS is guided by the social context. «We engage in conversations and from those we create and amplify narratives that are relevant and real to our customers.» First the story is born, and then we define which channels we will use,» informs the deputy director. This process is based on research and scenarios. For example, the agency has its own influencer methodology, created with YouPix.

With around 40 clients in its portfolio, PROS positions itself as creative and provocative, but has the responsibility to ensure the reputation of the companies. «In recent years, we have gained space and confidence by showing the profitability of the project. And that requires a complex structure that includes services; knowledge of communication with the media; selection, measurement and monitoring of influencers; creation to have a different starting point; and production, because we take responsibility for bringing our ideas to the streets. Our team of 130 employees has this multidisciplinary approach and knows how to take risks without neglecting reputational risks,» says Daniela.

Seek the truth

For Fernanda, one of the roles of the PR agency is to create the intersection between what society wants to say and what the brand has the legitimacy and desire to say. «Good ideas need to be in line with the company’s activities, a charming campaign without being real is not enough. We are very careful in our assessment to ensure that a brand is really committed and active in a certain content or that it has the strength and consistency to sustain that idea,” he says.

The PROS team works from the belief that powerful conversations, connected to the culture and social movements in which a company operates consistently, are capable of extrapolating practical consumer connections. «Creating an emotional connection, having the same values ​​and defending the same causes brings companies an intangible asset, which helps protect their reputation in times of crisis.» Consumers tend to be more lenient with brands they admire, and price is also no longer a determining factor in the relationship,” says Alan Strozenberg, partner at PROS.

Full service work

Cooperation Cia. Müller de Bebidas, which manages the Cachaça 51 and 51 ICE brands, also increased. The service launched in 2022 with a focus on PR and influence giving way to a full service, including advertising and social media division of the company. This year, PROS launched a campaign with the new visual identity of Cachaça 51, introducing the singer Léo Santana as the brand ambassador.

«We strive to look at the whole in order to strengthen our actions more and more and contribute to positive results for the company. We want to humanize our brand interactions and get closer to consumers and create conversation. The collection of influencers carried out by PROS, which brought the singer as the main ambassador of Cachaça 51, was very reliable and has created an even greater connection between the public and the brand», says Marina Flávia da Silva, Head of Marketing and Business Marketing at Cachaça 51 and 51 ICE.

AI, communities and causes drive PR

This year, PROS is already showing 60% growth, compared to 2022. For 2024, a 40% increase in revenue is predicted. “Consumer brands are leading the way, investing in creative PR and allocating increased amounts. We have a daily challenge to show the potential of PR beyond amplification and traditional formats,» says Fernanda Tchernobilsky, co-CEO.

As an opportunity for the future, the institute sees three movements: the use of artificial intelligence (AI) to optimize research time and support ideas; growth in engagement in conversations among communities of influence through project co-creation; and increase support for brands in choosing their causes, so they can make a difference in society through ownership, alignment and purpose. «We are the guardians of the consistency of brands so that they do not surf the waves of the cause of the moment, but walk in a lasting, true way and leave a legacy,» says Daniela Graicar, founder and co-CEO of PROS.

Singer Léo Santana creates a connection between brand and public in Cachaça 51 communication