DAKOTA

#RisingTogether

Multiplatform strategy

for one of the biggest

national footwear brands .

Challenge

The Dakota is one of the largest women's footwear manufacturers in Brazil, producing tens of thousands of pairs per day. The brand has a huge recall, consistent with its relevance in the market.

Bistrô's challenge was to seek cohesion of language and positioning in the highly competitive scenario of national women's footwear, in which most campaigns, both digital and offline, are similar.

Strengthening the brand as one of the leaders in the Brazilian women's footwear market.

Endorsement from one of the most prominent celebrities in Brazil today.

Objective

Strategy

Global star Juliana Paes , protagonist of one of the most watched recent soap operas on TV, was the face chosen for Dakota's Spring Summer and Autumn Winter 2020 collections, with a message of raising women's self-esteem: "we are rising"!

The Dakota woman is rising and we are with her: at her feet, by her side. The Dakota woman takes the next step and turns things around. She always gives her all to get everything she wants. A possible, real and free woman. Free from standards. Free from pressure. But full of passions. And one of them is to put on Dakota and take action.

6th

personality more

influential in Brazil

25.1 mi

of followers

on Instagram

#RisingTogether

For the pre-launch of the collection, we created a social media movement focused on female empowerment and raising women's self-esteem, through the hashtag #SubindoJuntas , in which Juliana Paes invited her followers to tag and honor the women in their lives.

25 mi

fan base reached

52 thousand

likes on Instagram

1/1

Digital

Influencers

Dakota has been working hard with digital influencers, either through contracts signed with platforms and tools for this purpose or directly with these professionals.

In the campaign shooting, we called Hugo Gloss , Steal The Look and Glamour Magazine to cover the production and the announcement of the poster girl: the global actress Juliana Paes .

Other relevant social media names
like BBBs Rafa Kalimann , Hariany Almeida
and Gabi Martins and influencers Rica de Marré and Steffany Borges are also part of the actions.

Hari Almeida

Hugo Gloss

Rafa Kalimann

Gabi Sales

Rich in tide

Gabi Martins

Steffany Borges

The logic created for Dakota's Instagram is that the feed represents the life, day-to-day and aspirations of the persona we created for the brand.

2.6 mi

followers on

Instagram

50%

of growth in engagement

We developed a project for Dakota's IGTV looking for content creators who are experts in a subject outside the fashion universe to present Dakota in an unusual and immersive way.

Videos stand out in terms of reach, saves, comments and shares, with completely organic delivery.

Like the signs
choose shoes?

by Kel Freire
@freirekel

Learn how to do it
a shoe rack!

by Paloma Cipriano
@palomacipri