Meet AMARO's content team!
Our content team was the subject of an amazing article at iLove.e! Learn more about the work of the six women that integrate the team in the interview with our content coordinator, Camila Rocha.
iLove.e: How do you ensure a 360º content in all channels?
"I built my career in marketing and made sure to put together a content team with journalists, advertising professionals… People with diverse backgrounds and that complement each other. I am sure they are all specialists in what they do and I trust their instincts and good taste."
iLove.e: What does a day at work look like for the content team?
"It’s always a rush! Our area requires a lot of speed because social media is “always on”. We have a lot of contact with all the areas of the company in order to ensure the delivery of an unified strategy."
iLove.e: Is there some type of strategy in order to ally and create a channel between the offline (Guide Shops, for instance) and the online communication?
"At AMARO we are omnichannel, thus all the communication is done in a very integrated way by the content team. Here, at the marketing department, we don’t only think on social content, but also work directly with the experience marketing team, that promotes amazing events at the Guide Shops, and with the PR team, who maintains the relationship with the fashion media vehicles and most relevant digital influencers."
Fernanda Jacob and Luisa Fleury
iLove.e: Cami, what people who still don't follow AMARO can find out about the brand among the channels that you work with?
"The lifestyle of the AMARO woman, that is fashion trends, beauty, travels, behavior, culture. Inside the Live, our content platform, in addition to what is produced internally, we also have contributors from different universes that produce exclusive content for us. We also produce content for our Linkedin page, with tips for job interviews’ outfits, or how we prepare for Black Friday, f.e. There is a wide variety of subjects that englobe the AMARO’s lifestyle and, as a digitally native fashion brand, we are always on top of the trends in terms of technology too!"
iLove.e: Wow! Your work is really 360º. But Cami, you mentioned Live earlier, can you explain how it works?
"The Live (AMARO's content platform) is a space where we can deepen our universe and the themes we love, and where the reader can find a complete content. When you identify yourself with a brand’s lifestyle, the shopping experience will be much more satisfying and natural. With the increase of our accesses (in the website and Live) and number of followers, we want more and more that all clients become fans of AMARO, not just consumers.
This is our mission."
iLove.e: So, can we expect more news for 2018? Tell us more!
"We always have news! For this year, we want to affirm more and more our editorial voice. We also pretend to continue with innovative projects and original partnerships. AMARO is present all around Brazil and bringing characters from different regions, for instance, is one of our priorities."
iLove.e: That's great! And, finally, we want to know the secret: how to mix commercial
(after all, AMARO is an e-shop, right!) and inspirational content?
"I believe that a commercial content must be desirable and vice versa. It's essential to have a team that is always looking at metrics because at the same time that we want something beautiful, we are always on top of clicks and conversion rates."
Photo production by iLove.e.