Brazil's fast-growing economy and emerging middle class are placing it squarely in the sights of global marketers, who are now starting to tap into Brazilians' appetite for online video to introduce products and drive awareness of their brands.
Brazilians are crazy for YouTube, and American consumer products marketers are happy to oblige.
Visa is among the marketers to be making a conspicuous push with online video in Brazil. It launched a campaign earlier this month for Visa Platinum with a series of travel videos shot in Europe and used YouTube's TrueView ad formats -- where an advertiser only pays if a user opts to watch the video -- to seed them on the web and jump-start organic viewership. The first two videos generated about 3 million views, with six left to launch.
According to Luis Cassio de Oliveira, director of marketing for Visa do Brasil, there are plans in the works for four more campaigns with YouTube in 2012: one pegged to the Olympics and three tied to the idea of "conversion," or convincing customers of the merits of using credit cards, geared toward Brazil's growing "C Class" middle class.
As broadband spreads to a larger part of the Brazilian population, YouTube ad spending will increase. At one time, marketers could serve a growing middle class right here in the USA.
For bonus points: Can you locate a tambourine player in the Brasil 66 video at the top of this post?