The Covid-19 pandemic brought new challenges and needs, increasing the demand for ways to ensure safety, comfort, and well-being. As a result, industry had to reinvent itself to keep up with these changes and continue to make the business viable.

With this new segment in the market, the possibility of developing other products, such as protective masks, emerged. That is how we created the brand KNIT Mask, a Brazilian company that developed masks with 3D weaving technology, that are anatomical, sustainable, and washable.

100% digital

After an extensive market study for creation of the brand, a strategic plan was developed focused entirely on digital marketing. The first action was the launch of an exclusive site for the sale of the product, which was launched just over 48 hours after the start of the project.

Outreach strategies were focused on frequency and a diversity of formats, in addition to omnichannel campaigns aimed at connecting channels.

Social networks were used extensively daily, incorporating both complete and quality content. Furthermore, the development of a robust SAC played an essential role in communication with consumers.

Utilizing our large base of contacts, the subsequent strategies involved email marketing and SMS, reinforcing and further building credibility of the company.

With continued strengthening of the brand, merchandising was expanded in media such as open TV, and live broadcasting on YouTube and radio, generating a large volume of accesses and sales on the platform.

Diversity

To demonstrate the commitment to social causes, a campaign was launched in 2020 creating a limited edition of the KNIT Mask. 100% of the sales proceeds were donated to institutions benefiting vulnerable people from the LGBTQIA+ community.