INTERVIEW: Samba Digital’s Media Buyer, Ingrid D’Avila, shares her vision and the growing need of a digital presence
With Samba’s ongoing success and enormous achievements, it was a fantastic opportunity to learn more about the people behind the logo and their diverse customer base. This is the sixth in a series of articles in which we interview a member of the Samba Digital team and highlight their unique insights. This series of articles will address some of the most often asked topics about working with large customers, as well as their most compelling case studies.
Ingrid D’Avila, one of Samba Media Buyers for Brazil, will be our next stop in this series.
What is your role at Samba?
I began working as a social media assistant at Samba one year ago. Today, I work as a Media Buyer for Brazil, where my job is to find and contact media choices for our clients. Out-of-home media, internet media, influencer campaigns, and so on are examples of these media options. When a client makes us a request, I work with our team to organise a database with all of our possibilities and to look for new options.
What is your vision?
Samba is a terrific place to work; we are continuously learning new things, we interact with individuals from all over the world, and communicating with them is a unique experience. This variety, I believe, is critical to our company’s success. We listen to each other in order to achieve the best results possible, we operate as a team, and this is my vision of Samba -a company/agency that is unique and can make a difference for our clients as well.
What are your best case studies?
In early December, we launched a global campaign for Bundesliga, a collaborative effort in which we identified influencers from various countries across the world to promote Der Klassiker, a match between FC Bayern and Borussia Dortmund, the two clubs with the most fans in Germany. Thanks to our teams’ creative use of influencers from all over the world within this activation, we were able to incorporate key messages around the season’s narrative, such as Bundesliga bringing together all types of people to share their passion for the game/their club, regardless of age, gender identification, sexual orientation, spiritual belief, income status, and so on.
We used two key platforms in keeping with Bundesliga’s message of reaching out to a worldwide audience. Instagram was one of these channels, and it was utilised to develop engagement and community through linking to broadcasters via Story and Wall Post, as well as by leveraging TikTok to build engagement and community. We had a lot of success with these two platforms, and here are just a few of the most popular posts in terms of views and interaction:
How do you see the evolution of the market?
As social media grew in popularity and influencers emerged, so did the market. Everything is now online, and you must have an online presence, which is something that brands are striving for on a daily basis. This is something that the market needs right now.
According to a study conducted by IAB Brasil (the organisation that represents the Brazilian publicity industry) in 2021, digital publicity in Brazil invested more than 36 billion reais in 2020 and the first six months of 2021 (18 months total). When we compare the first semester of 2021 to the same period in 2020, we see a 25% increase. According to the estimate, video was the most popular social media medium in 2020, accounting for 80% of total digital advertising spending. This data shows that the digital economy is really evolving. Not only that, but it demonstrates that they are also given facts supporting the importance of social media.
The pandemic was also a significant motivator for progress. This is due to coronavirus restrictions as more individuals integrate technology into their daily lives. The publicity industry took advantage of this to expand even more, and as I always say, everything is now online, and you must have a digital presence nowadays.
How do you bring added value to your clients?
I like to think I bring value by suggesting activities and options that are relevant to our clientele. Our clients must work with solutions that are consistent with their products, line of business, ideology, and other variables. We must be careful to propose solutions that will work rather than simply giving a popular option; our action plans are tailored to each customer in order to achieve the greatest results possible. This concentration brings value not only to our clients, but also to our work.