Integrated Marketing Campaign for Rock in Rio Music Festival
Patricia Akamatu
Since 2011, as the main sponsor of Rock in Rio music festival, Itaú didn't reach the goal as it was a complex project (festival relationship and brand striving with 10 others sponsors).
Develop trusted, relied-upon relationships with creative staff and effectively partner with them in the creative development process.
For the 2017 edition, I was the Head the project and manage a collaborative cross-functional squad (communications to operations). The mix of exploring all deliveries of the contract and developing detailed research of the festival's niche, we achieved a historical milestone, with the best brand result ever, proven by data research:
. Top of mind for the 1st time, with 96% of recall
. 5x more earned value in spontaneous media
. Brand Engagement
. Top Brand Preference
. Improved online presence with 90% share of voice
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Posted Apr 10, 2023
Strategy developed and executed an integrated marketing campaign for Itaú, resulting in the best brand awareness ever.
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