Khaby Lame, the most practical influencer in the world and with more than 68 million followers on TikTok, is 99’s newest partner. To celebrate the launch of the brand’s profile on the social network, the technology company linked to urban mobility joined the content producer in Lame’s first partnership with a Brazilian brand.
The invitation to the Senegalese and the development of the campaign are from the CP+B Brasil agency, responsible for the communication of 99 since 2020 and which has just won the client’s TikTok account in Brazil. The influencer was contacted and hired through the MField agency. The curation and operation of 99 content on TikTok will be done by the company’s Growth Content core.
On the digital platform, six videos produced by the Senegalese nationalized Italian influencer will be presented in his characteristic form – that incredulous expression and the already famous outstretched hands – simplifying people’s lives and presenting the company’s solutions, such as: 99Pop, 99Food and 99Entrega.
“I am happy to have my work recognized in Brazil. I’m flattered by the opportunity to work with 99. It’s the realization of a dream to campaign in Brazil, with a big company like this. I can only thank you,” says Khaby Lame.
With the new profile on the network (https://www.tiktok.com/@voude99), 99 aims to relate to the public, especially the younger ones, in a closer and more native way. “The market looks to great creators like Khaby as a media, because of its great reach. But, we prefer to look at the authenticity and creativity of your content. After all, these are the levers that make them profiles with such expressive numbers. In addition, Khaby delivers through its content two of the values we bring to our customers: convenience and practicality”, says Cleber Paradela, marketing solutions director at 99.
Acting not only with the “tiktoker”, the brand will invest in long-tail actions – also taking content to other social networks and 99 proprietary channels. The contents were produced in a collab with the northeastern creator Átilas (@atilas), who simulated complex situations to solve simple problems.
The curation and operation of content on TikTok will be done by the 99 Growth Content nucleus with a dedicated content structure at CP+B, which has served the brand since 2020 and which, through competition, won the operation of 99’s account on TikTok, in Brazil.
“We have always observed the growth of the network and we believe that this is the moment when it reached maturity for the 99 business. With all these actions and our focused planning, the intention is to understand the platform as a space that gains more and more relevance in brandformance campaigns, in order to build both brand awareness and direct results for the business”, concludes Paradela.
About 99
99 is a technology company that offers convenience and solutions for the needs of Brazilians. The application is part of the global company Didi Chuxing (“DiDi”) and in Brazil it connects more than 20 million people to mobility, payment and delivery services.
Press information
Cohn & Wolfe Machine
Email: press@99app.com and 99app@maquinacohnwolfe.com