Creators Academy #FeitoComCriadores
It was in 2021 when my team and I discovered that being a content creator is one of the dream professions for young people aged 18-30. Today, we already know that 75% of young people in Brazil want to be creators. Despite the big dream, achieving it is a challenge for many reasons: competition, formalization, and remuneration.
The Creators Academy was created to be a project that meets this need for young creators and connects Itaú Unibanco with them. The brand offers education to content creators and, in return, gains the perception of being a brand that invests in the people in this market.
The positioning campaign to promote the Itaú Creators Academy was carried out in partnership with Bianca Andrade, a creator, entrepreneur, and advisor to our Academy.
We trained 800 creators in the course, which was specially designed for the participants, and brought in names like Fátima Pissara (Mynd), Ana Paula Passareli (BRUNCH), Bia Granja (YOUPIX), Giovana Heliodoro (@transpreta), Pepita (@pepita), and many others.
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​The earned media result came from the various creators trained by the Academy, who published a lot of organic content mentioning the Itaú brand, especially highlighting the importance of the training provided by the bank. There were more than 2,000 posts with the hashtag #FeitoComCriadores on major social media platforms.
In the Creator Economy, turning content into a business and discovering different monetization models is essential to gaining relevance as a brand.
There are over 9 million content creators in Brazil alone, and there is a huge demand for the professionalization of those in this market.
Additionally, investments in influencer marketing have grown by 72% in the last 2 years. Itaú, as a bank and as a brand, had the opportunity to transform its image with these communities that shape the internet, driving business growth.
@alynaalmeida
"The Itaú Creators Academy and the people behind it showed me
a different side of Itaú.
I discovered an Itaú that cares about education, teaching, creativity, culture, communication, and art. I realized that Itaú is much more than just a bank: it is emotion, it is real, it is human."
@odiegomedeiros
“@itau and @instayoupix joined forces to revolutionize the creative economy, and I’m very happy to be a part of it.”
@sofidisse
"The attentive support from @itau and @instayoupix reignited and reaffirmed my shine, as well as that of more than 600 creators who dream and make a more beautiful and creative internet happen every day. The Itaú Creators Academy is a program for those who dream, create, and dedicate themselves."