The Town Festival
The first edition of The Town made history in São Paulo’s festival scene, and Itaú Personnalité was there to make the experience even more special. With a strategic approach and comprehensive digital coverage, we led the brand’s communication, connecting the audience to the festival’s vibrant atmosphere.
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Over five days, our team produced 249 pieces of content, achieving 87% engagement adherence and driving significant audience interaction. The impact was remarkable: beyond organic engagement, we saw a 14% increase in overall coverage volume, fueled by strategic activations and engaging visual narratives.
Online conversations revolved around both the festival’s headlining performances—Foo Fighters, Maroon 5, and Ludmilla, among others—and the exclusive experiences provided by Itaú Personnalité. Branded giveaways became some of the most sought-after festival items, with the Personnalité cap quickly turning into a coveted accessory among attendees.
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As the lead content strategist for Itaú Personnalité’s presence at The Town, I was responsible for overseeing the entire communication strategy, ensuring a seamless and engaging brand presence throughout the festival. Working in loco with a team of seven talented professionals, I directed real-time content production, coordinated activations, and aligned storytelling across multiple platforms. This collaborative effort resulted in a highly successful campaign, reinforcing Itaú Personnalité’s positioning and deepening its connection with the festival audience.