The operation already had scale, budget and customer base. Presence was fragmented and CRM worked as a broadcast tool, not as intelligence.
Concentrating on a few high-impact channels reorganized brand presence. Media investment grew from R$30M to R$87M (Ibope Monitor), expanding reach, perception of scale and results.
Smiles eventually reached a higher market value than GOL itself.
They start with the right decision.
The operation already had scale, budget and customer base. Presence was fragmented and CRM worked as a broadcast tool, not as intelligence.
Concentrating on a few high-impact channels reorganized brand presence. Media investment grew from R$30M to R$87M (Ibope Monitor), expanding reach, perception of scale and results.
Smiles eventually reached a higher market value than GOL itself.
They start with the right decision.