{"id":2232,"date":"2024-09-30T14:56:54","date_gmt":"2024-09-30T17:56:54","guid":{"rendered":"http:\/\/blog.bpool.co\/bisthenewa\/?p=2232"},"modified":"2024-09-30T14:56:57","modified_gmt":"2024-09-30T17:56:57","slug":"featured-story-52-paim-united-creators","status":"publish","type":"post","link":"https:\/\/blog.bpool.co\/bisthenewa\/featured-story-52-paim-united-creators","title":{"rendered":"Featured Story #52 | Paim United Creators"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Na edi\u00e7\u00e3o #52 da <a href=\"https:\/\/blog.bpool.co\/bisthenewa\/category\/featured-stories\">Featured Story<\/a>, conversamos com <strong>Cesar Paim<\/strong>, CEO da Paim United Creators, e<strong> Luciane Paim<\/strong>, psic\u00f3loga, estrategista e pesquisadora que contribui com sua expertise em projetos da ag\u00eancia. Com um hist\u00f3rico s\u00f3lido em desenvolver campanhas que n\u00e3o apenas capturam a aten\u00e7\u00e3o, mas tamb\u00e9m constroem marcas e convertem, a Paim tem sido pioneira na aplica\u00e7\u00e3o de conceitos avan\u00e7ados de Brandformance.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p class=\"wp-block-paragraph\">Um exemplo \u00e9 a campanha &#8220;N\u00e3o Tem Segredo, Tem Maizena,&#8221; via BPool, que marcou o retorno da marca da Unilever \u00e0 TV. Lan\u00e7ada no timing perfeito durante as festas juninas deste ano, a campanha destacou a versatilidade do produto em receitas tradicionais, revitalizando sua imagem de marca. O olhar estrat\u00e9gico da Paim foi essencial na cria\u00e7\u00e3o e execu\u00e7\u00e3o dessa a\u00e7\u00e3o de branding, resultando em um aumento no Brand Lift nas redes sociais e impactando efetivamente as convers\u00f5es.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mas como se constroem marcas que realmente performam? Confira a entrevista completa com os l\u00edderes da Paim e entenda como.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"115\" src=\"https:\/\/blog.bpool.co\/bisthenewa\/wp-content\/uploads\/2021\/09\/Rodap\u00e9-E-mail-mkt-6-1024x115.png\" alt=\"\" class=\"wp-image-711\" srcset=\"https:\/\/blog.bpool.co\/bisthenewa\/wp-content\/uploads\/2021\/09\/Rodap\u00e9-E-mail-mkt-6-1024x115.png 1024w, https:\/\/blog.bpool.co\/bisthenewa\/wp-content\/uploads\/2021\/09\/Rodap\u00e9-E-mail-mkt-6-300x34.png 300w, https:\/\/blog.bpool.co\/bisthenewa\/wp-content\/uploads\/2021\/09\/Rodap\u00e9-E-mail-mkt-6-768x86.png 768w, https:\/\/blog.bpool.co\/bisthenewa\/wp-content\/uploads\/2021\/09\/Rodap\u00e9-E-mail-mkt-6-1536x172.png 1536w, https:\/\/blog.bpool.co\/bisthenewa\/wp-content\/uploads\/2021\/09\/Rodap\u00e9-E-mail-mkt-6-2048x230.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">1. <strong>Cesar e Luciane, voc\u00eas poderiam compartilhar um pouco da hist\u00f3ria da Paim e como a ag\u00eancia evoluiu ao longo dos anos, especialmente no contexto da parceria longeva e bem-sucedida com a Renner? Qual \u00e9 o segredo para manter essa colabora\u00e7\u00e3o t\u00e3o duradoura e eficaz?<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">A Paim nasceu em 1991 com uma vis\u00e3o clara: marcas fortes se constroem atrav\u00e9s de um v\u00ednculo genu\u00edno com os consumidores. Esse relacionamento s\u00f3 se mant\u00e9m ao longo do tempo quando as marcas representam uma proposta de valor consistente e aut\u00eantica. Para isso, \u00e9 essencial monitorar continuamente o mercado e ter uma sensibilidade agu\u00e7ada para entender tanto o neg\u00f3cio quanto suas transforma\u00e7\u00f5es. Ao longo de sua trajet\u00f3ria, a Paim tem se reinventado constantemente para entregar uma comunica\u00e7\u00e3o 360\u00b0 que gere resultados s\u00f3lidos e duradouros para seus clientes. Essa filosofia tem se refletido em parcerias longas e bem-sucedidas, constru\u00eddas sobre a confian\u00e7a e a entrega cont\u00ednua de valor.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">2. <strong>Como voc\u00eas enxergam a rela\u00e7\u00e3o entre branding e performance, e como equilibram esses dois aspectos nas campanhas que desenvolvem?<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">A m\u00eddia de performance, muitas vezes, tem um foco natural em resultados imediatos, o que pode levar a uma menor \u00eanfase em estrat\u00e9gias de longo prazo, como a constru\u00e7\u00e3o de marca. Embora essa abordagem ofere\u00e7a vantagens evidentes em termos de convers\u00f5es r\u00e1pidas, pode ser interessante considerar que o crescimento sustent\u00e1vel de uma empresa tamb\u00e9m depende de uma presen\u00e7a de marca s\u00f3lida.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">3. <strong>No case da Maizena, quais foram os objetivos principais da campanha e como voc\u00eas mediram o sucesso?<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">A Maizena \u00e9 um nome consagrado. N\u00e3o h\u00e1 brasileiro que entenda de cozinhar, ainda que da maneira mais b\u00e1sica, que n\u00e3o a conhe\u00e7a. No entanto, fazia alguns anos que a marca n\u00e3o estrelava uma grande campanha, principalmente na TV, e foi esse contexto que originou o principal objetivo do trabalho: rejuvenescer a marca, no sentido de voltar a estabelecer uma comunica\u00e7\u00e3o e conex\u00e3o mais forte com o p\u00fablico. Paralelamente, t\u00ednhamos a meta de divulgar a versatilidade do produto, que poder usado em diversas receitas que fogem do habitual, como bolo, por exemplo. De toda essa estrat\u00e9gia derivou o conceito da campanha, &#8220;N\u00e3o Tem Segredo. Tem Maizena&#8221;, que teve sua efetividade mensurada n\u00e3o apenas com as m\u00e9tricas dos canais digitais onde foi veiculada, mas tamb\u00e9m atrav\u00e9s do desempenho na rela\u00e7\u00e3o constru\u00e7\u00e3o de marca vs. vendas a curto prazo do filme de 30&#8242;, que era o criativo principal. Fomos incr\u00edveis nesse quesito, conseguindo atingir o resultado m\u00e1ximo estabelecido pela Kantar.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">4. <strong>Numa sociedade cada vez mais permeada pela efemeridade, como podemos criar e sustentar o valor de uma marca ao longo do tempo?<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Para sustentar o valor de uma marca em uma sociedade permeada pela efemeridade, \u00e9 necess\u00e1rio mais do que campanhas publicit\u00e1rias chamativas. As marcas precisam ser aut\u00eanticas, inovadoras e centradas no cliente, sempre mantendo sua ess\u00eancia e valores ao longo do tempo. Marcas que conseguem equilibrar relev\u00e2ncia imediata com a constru\u00e7\u00e3o de uma proposta de valor s\u00f3lida e genu\u00edna t\u00eam mais chances de sobreviver e prosperar em um ambiente de mudan\u00e7as r\u00e1pidas e cont\u00ednuas.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">5. <strong>Por fim<\/strong>, <strong>quais s\u00e3o as suas previs\u00f5es para o futuro da comunica\u00e7\u00e3o e do marketing? Como a Paim est\u00e1 se preparando para as mudan\u00e7as e inova\u00e7\u00f5es que est\u00e3o por vir?<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">As previs\u00f5es para o futuro da comunica\u00e7\u00e3o e do marketing indicam que estamos caminhando para um cen\u00e1rio cada vez mais din\u00e2mico, centrado no consumidor e impulsionado pela tecnologia. V\u00e1rias tend\u00eancias importantes j\u00e1 est\u00e3o moldando esse futuro, e a capacidade de adapta\u00e7\u00e3o ser\u00e1 fundamental para marcas e ag\u00eancias se manterem relevantes. O marketing do futuro estar\u00e1 cada vez mais focado em Customer Experience (CX). As marcas que criam experi\u00eancias excepcionais e proporcionam momentos de encantamento ao longo da jornada do cliente ter\u00e3o mais sucesso em engajar e fidelizar seus p\u00fablicos. O marketing ser\u00e1 menos sobre &#8220;an\u00fancios&#8221; e mais sobre criar intera\u00e7\u00f5es significativas e emocionais. \u00c0 medida que o mundo se torna mais digital e automatizado, as marcas precisar\u00e3o se humanizar para se destacar. O equil\u00edbrio entre tecnologia e empatia ser\u00e1 cr\u00edtico. Marcas que conseguem injetar humanidade em suas intera\u00e7\u00f5es digitais, por meio de tom de voz, atendimento personalizado e responsabilidade social, criar\u00e3o conex\u00f5es mais aut\u00eanticas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A Paim se posiciona como uma ag\u00eancia que abra\u00e7a a inova\u00e7\u00e3o tecnol\u00f3gica sem perder o foco no humano. A capacidade de se adaptar rapidamente \u00e0s mudan\u00e7as e de integrar as novas ferramentas tecnol\u00f3gicas com uma abordagem centrada no cliente ser\u00e1 crucial. Investir em tecnologias emergentes, compreender o comportamento dos consumidores e manter o compromisso com a autenticidade e os valores sustent\u00e1veis s\u00e3o passos importantes para continuar entregando valor em um cen\u00e1rio em constante transforma\u00e7\u00e3o.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Na edi\u00e7\u00e3o #52 da Featured Story, conversamos com Cesar Paim, CEO da Paim United Creators, e Luciane Paim, psic\u00f3loga, estrategista e pesquisadora que contribui com sua expertise em projetos da ag\u00eancia. Com um hist\u00f3rico s\u00f3lido em desenvolver campanhas que n\u00e3o apenas capturam a aten\u00e7\u00e3o, mas tamb\u00e9m constroem marcas e convertem, a Paim tem sido pioneira [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":2237,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sfsi_plus_gutenberg_text_before_share":"","sfsi_plus_gutenberg_show_text_before_share":"","sfsi_plus_gutenberg_icon_type":"","sfsi_plus_gutenberg_icon_alignemt":"","sfsi_plus_gutenburg_max_per_row":"","footnotes":""},"categories":[3],"tags":[],"class_list":["post-2232","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured-stories"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Featured Story #52 | Paim United Creators - BIsTheNewA<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.bpool.co\/bisthenewa\/featured-story-52-paim-united-creators\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Featured Story #52 | Paim United Creators - BIsTheNewA\" \/>\n<meta property=\"og:description\" content=\"Na edi\u00e7\u00e3o #52 da Featured Story, conversamos com Cesar Paim, CEO da Paim United Creators, e Luciane Paim, psic\u00f3loga, estrategista e pesquisadora que contribui com sua expertise em projetos da ag\u00eancia. 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