In the 11th episode of Marketing Measurement Talks, the CEO of Uncover, Daniel Guinezi, talks with Vinícius Ribeiro.
Vinícius is CMO of Onfly, a Brazilian startup that is in a moment of hyperintensity growth, disrupting the corporate travel market. The company stands out for breaking the Playbooks traditional B2B, working with media strategies that are traditionally associated with B2C, balancing creativity and humor with performance.
The company has a business model on the line”One-stop shop“, which unifies the entire corporate traveler experience, from booking to the refund part, which is where people experience the worst pain.
The platform makes it easier to manage trips and expenses and offers the control and security that the corporate market needs. In addition, the customer achieves up to 40% savings in the experience, not only in hotel tickets and rates, but also in the cost-hour, by automating and eliminating the need for multiple systems.
Today, Onfly, which serves more than 2,500 companies in Brazil and Mexico and has approximately 750 employees, uses Marketing Mix Model (MMM) from Uncover.
In the conversation with Daniel, Vinícius emphasized that the implementation of the MMM was crucial as internal diplomatic support, allowing for more assertive decision-making, budget defense, understanding of Forecast and goal setting.
Currently, the company is above or in line with the projections in practically every marketing funnel metric, a result that was only possible after the implementation of the model.
The conversation covered topics such as:
- The breakup of the B2B playbook: the company innovated using mass media, such as Out-of-home (OOH) — main media channel — and influencer campaigns. This strategy emerged from the observation that the search for the category (“corporate travel agency”) is minimal, but the search for the brand name is infinitely greater, reinforcing the attribute of trust as fundamental to decision-making.
- The value of risk and mood: the company adopted a rebellious archetype and uses humor to connect and “shout” about market pain. The brand strategy involves an outreach approach, such as the TV campaign with Ingrid Guimarães. Vinícius explains that the team found a more effective way to create emotional connection with its audience and that companies that use humor and emotional connection in their creatives can have up to 6x more growth than Market Share.
- The B-I-L-D framework: to guide creativity and brand building, the company model is based on 4 pillars: Brand first (brand building from the start), IImportance of originality (Originality Matters), LLong-term consistency (consistency is fundamental) and Data-driven (creativity based on data).
- Branding and performance go together: Vinícius sees Brand as the main growth lever. The MMM confirmed that brand-building channels — influencer, Out-of-home and events — are the main demand generators with the highest incrementality. The company works to generate mental availability, as 90% of B2B buyers already have pre-selected brands.
- B2B buying is emotional: the executive pointed out that behind every company there is a social security number. B2B decision-making is more emotional than you might think, and you need to connect with the human side.
Watch or listen to the full episode on YouTube and Spotify from Uncover: