{"id":315914,"date":"2022-07-29T07:35:22","date_gmt":"2022-07-29T10:35:22","guid":{"rendered":"https:\/\/anba.com.br\/?p=315914"},"modified":"2022-08-02T18:01:10","modified_gmt":"2022-08-02T21:01:10","slug":"innovation-tiktok-brazilian-brands-strategy-for-the-gulf","status":"publish","type":"post","link":"https:\/\/anba.com.br\/en\/innovation-tiktok-brazilian-brands-strategy-for-the-gulf\/","title":{"rendered":"Innovation, TikTok: Brazilian brand\u2019s strategy for the Gulf"},"content":{"rendered":"

S\u00e3o Paulo \u2013 Based in Salvador, the capital city of the Brazilian state of Bahia, company CleanNew<\/strong> is now planning to enter Gulf markets such as Saudi Arabia<\/strong>, the United<\/strong> Arab Emirates, and Kuwait<\/strong>. The company specializes in upholstery cleaning and shielding, has seven years of expertise, and nowadays owns a chain of 40 units across Brazil.<\/p>\n

The company focuses on home service to consumers with high purchasing power. To go beyond upholstery cleaning<\/strong>, the brand developed a service called shielding<\/strong>, which according to the company, involves nanotechnology and can increase up to three times the lifespan of upholstery.<\/p>\n

Innovation<\/strong><\/h4>\n

In an interview with ANBA, the CEO of CleanNew<\/a>, Fritz Paix\u00e3o, said the opportunity came from a need of the client base itself. \u201cWe started the company as a car wash and served luxury condominiums in Salvador, focusing on the female audience. They started asking for an upholstery cleaning service. With that in mind, we evaluated it in a way customers would pay for an added value against the risk [of damage to luxury furniture<\/strong>],\u201d he said.<\/p>\n

\"\"<\/p>\n

As a result, on-demand work brought other creative possibilities. \u201cThe customers we used to clean couches for started asking for cleaning solutions or waterproofing products. So, we built know-how<\/em> within a segment that did not exist and patented the upholstery shielding,\u201d said the executive.<\/p>\n

From there, the company started replicating the model in other cities and countries, such as the United States, Argentina, Colombia, and, more recently, Madrid and Mallorca, Spain. Now, Paix\u00e3o revealed the plans already include the Middle East<\/strong>.<\/p>\n

TikTok<\/strong><\/h4>\n

The path to countries like the UAE strengthened the company\u2019s digital marketing strategy. \u201cWe use social networks, influencers, and artists to showcase the service. We build credibility that way. This was done from the beginning because we created this [shielding] market, and I\u2019ve worked on TV, so I had that experience,\u201d explained he, who closely follows the company\u2019s advertising work.<\/p>\n

Thus, in September 2021, the brand created an account on the TikTok app, a social network specializing in short videos. \u201cIn February, we had the first video with solid outreach; it went viral. This is because we presented the work, not just by explaining it but in the way we built it on the social network. It\u2019s just another language we\u2019re testing. Whatever works, we keep doing it,\u201d he said.<\/p>\n

The videos reached Arab consumers and investors, who became interested in the brand and made contributions. When visibility came through the application, the businessman had already visited the UAE and was studying ways to operate in the country; he recalls, \u201ccoincidence or not, several other countries got in touch to start operations.\u201d<\/p>\n

Demand in the region has enormous potential in the luxury market. \u201cArabs are very fond of upholstery; they spend a lot on it; Oriental rugs. We expect a very high demand because we have no competition. Shielding doesn\u2019t exist there,\u201d he said. In the new units, CleanNew works with franchising. \u201cThey are our partners within the operation. And it\u2019s great to have a local manager who knows the country and customs,\u201d he added.<\/p>\n

For next year, the brand already plans to expand to Bahrain<\/strong> and is studying the possibility of entering Qatar<\/strong>.<\/p>\n

Translated by El\u00fasio Brasileiro<\/strong><\/p>\n

Press release \/ CleanNew<\/div>\n
Press release \/ CleanNew<\/div>\n","protected":false},"excerpt":{"rendered":"

Upholstery cleaning and shielding company CleanNew is planning to start operations in Saudi Arabia, the UAE, and Kuwait.<\/p>\n","protected":false},"author":2324,"featured_media":315854,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[91,95],"tags":[33636,33648,33638,18361,33639,33640,33649,32407,33641,13129,33646,33650,16998,33643,33647,33645,33644],"class_list":{"0":"post-315914","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-economy","8":"category-innovation","9":"tag-aplicativo-de-videos-en","10":"tag-cleaning","11":"tag-cleannew-en","12":"tag-digital-marketing","13":"tag-estofados-en","14":"tag-higienizacao-en","15":"tag-luxury-furniture","16":"tag-marketing-en","17":"tag-moveis-de-luxo-2-en","18":"tag-moveis-de-luxo","19":"tag-shielding","20":"tag-short-videos","21":"tag-social-media-en","22":"tag-tiktok-en","23":"tag-upholstery","24":"tag-video-app","25":"tag-videos-curtos-en"},"wps_subtitle":"Upholstery cleaning and shielding company CleanNew is planning to start operations in Saudi Arabia, the UAE, and Kuwait.","_links":{"self":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts\/315914","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/users\/2324"}],"replies":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/comments?post=315914"}],"version-history":[{"count":0,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts\/315914\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/media\/315854"}],"wp:attachment":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/media?parent=315914"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/categories?post=315914"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/tags?post=315914"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}