REDEMAC

"Gauchismo" as a language

From TV to social media,

Redemac coming to

all desires.

Challenge

Redemac is the largest associative network of construction material stores in Brazil, with 100 stores in around 80 cities in Rio Grande do Sul .

When the leading company in the construction materials segment in RS was sold to a multinational, we identified a positioning opportunity for Redemac: to establish itself as a genuinely Rio Grande do Sul network.

Institutional Jingle

In the desires of my

Rio Grande do Sul
Where the sun tears the blue sky
The people know
To build or renovate
The Redemac
It's the place for the gaucho
Inland, on the coast and in the capital
Has Redemac
For the gift and for the bagual
Come with the family
There's good chimarrão here
Redemac fandangueira
That's the tradition."

“

Click here

to listen, man!

Neto Fagundes

Nativist singer and presenter

Objective

Very strong in the interior, Redemac has a true connection with the gaucho identity.

Strategy

Why not use “gauchismo” to give unity to Redemac’s various branding elements?

{

The traditional bargain tabloids also received a gaucho theme.

My Shed

with a new face

We developed a great media project in partnership with Grupo RBS, Galpão Crioulo and Neto Fagundes , generating content through a contest with CTGs for renovation, merchandising in the program and promotional campaign pieces inserted in various media.

The Meu Galpão de Cara Nova Project , a partnership with Galpão Crioulo and Grupo RBS, offers the possibility for CTGs in the State to compete for a gift voucher for construction materials from Redemac.

2017

50 million

of impacts of

project media

2018

340 million

of impacts of

project media

BIP Globo - 2017
RBS TV Affiliate Featured Case

2019

360 million

of impacts of

project media

BIP Globo - 2018

Journalism and Entertainment

Speaking "gauchês"

Using the gaucho language , absorbing elements of our regional culture, we developed Redemac's entire digital positioning, creating relationship content with the end audience on social media that generates a high level of engagement.

On Facebook, we unified all the fan pages of associated retailers as local business pages, thus avoiding the lack of standardization and outdated information that were common in a decentralized management associative network.

Growth

5x

in the number of fans

200 thousand

interactions per year

1 thousand

interactions per post

Engagement is conversation.

It is human and

guys.

SAC active

A more active and present customer service is a way to increase page engagement. Talking more to people ensures a broader basis for commercial and branding actions, in addition to bringing creative insights to develop digital content.

Renovation and Decoration Contents

On Instagram and YouTube, we work on content with a more inspirational focus and within Redemac's core, construction, with a series of videos focused on Do It Yourself, Transforma Agora .

1 million

total views on different social networks

62.5 thousand

average views

by video produced

Redemac Women's Month

Content should be designed across all networks. This enriches the work. During Redemac's Women's Month , we brought female protagonism through a digital creator, Maysa Bonissoni , who starred in the month's campaign in different materials.

The starting point was the brand's weekly Do It Yourself videos produced for YouTube and also broadcast on Facebook and Instagram, in different formats.