Influencers Reap $1 Billion Fortune With Brazil Pharma Business
May 18, 2024
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1:00Now PlayingInfluencers Reap $1 Billion Fortune With Brazil Pharma Business
YouTube Description
as posted by the channelA 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.
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