Dom Atacadista
AI Copilot Campaign
Dom Atacadista is a promising supermarket brand, which translates the feeling that we are all born with the potential and purpose to positively impact each other. Although it has 22 stores in the state of Rio, the brand remains not yet well known by consumers. The goal is to empower Dom Atacadista's image and AI is going to help speed up human's work, bringing the brand to a higher level.
Strategy
With a tight deadline, Microsoft Copilot AI was used to research all updated local data and sources about target, scenario, brand trends and players' communication in the field for human conclusions, ChatGPT AI was used to help creating nice prompts for Byer Personas, and finally, Adobe Firefly AI was used to generate 3 different heroes (local trade people, consumer and Gen Z) for the new brand's campaign. A simple, local/custom and positive combination between AI and human creativity helping a brand elevate its purpose.
Byer Personas
LOCAL TRADE_ João is 35 years old and owns a small grocery store in the neighborhood where he has lived since he was born. Everyone knows that he always buys products in large quantities and keeps an eye on competitive prices to resell in his store. His main challenge is to find reliable suppliers and keep costs low to have a minimum profit margin. For him, everything is very much “by the book”. His purchasing behavior is to visit Dom Atacadista weekly, taking advantage of promotions and special offers, as well as services that he cannot find elsewhere. His interests: Business management, economics and market trends.
LOCAL HOUSEWIFE_ Helena is 45 years old housewife. Mother of 3 children, she knows her neighborhood and community really well. Even though she has been living a better life in recent years, she has stopped making large monthly purchases and has started shopping 3 to 4 times a month, allowing her to better control her spending and avoid wasting. Items such as vegetables, fruits, greens and basic food items such as rice, beans, meats and dairy products are always at the top of her list, in addition to cleaning products for her family. Her challenge is to manage and maximize her family budget, so she looks for opportunities to save money by taking advantage of promotions and discounts on the App and using the Dom Atacadista loyalty card to find superior quality products at affordable prices. Her Interests: Cooking, saving money and family well-being.
LOCAL UNIVERSITY STUDENT_ Ana is 20 years old and is a Nutrition student. She enjoys buying healthy food and personal hygiene products at affordable prices. Her challenge is to manage her limited student budget and find products that meet her nutritional needs, giving preference to organic foods with a lower environmental impact from local and/or sustainable producers. Ana goes to Dom Atacadista frequently, more than 6 times a month, taking advantage of all the promotions and discounts she can find on her favorite communication channels: social media (Instagram and TikTok), shopping apps and health blogs. She uses social media to find out about products and promotions, and prefers to shop at places that offer top quality products at prices that fit her tight budget. Her interests: Health and well-being, sustainability, healthy cooking and fitness.
Keyvisuals
Uniform Special Internal Brands
Social Media
The before (left side) and after (right side) on feed offers, following good practices: "Dom's frozen food is ready. Slide for more offers."
The before (left side) and after (right side) on feed offers, following good practices: "Dom's yogurt day. Slide for more offers."
Popular Rio Influencers
Local democratic Influencers from Rio were selected to spread the campaign on Social Media, showcasing lower price opportunities, important seasonal dates and entertaining activations to our target.
