{"id":134,"date":"2024-08-27T23:22:59","date_gmt":"2024-08-27T23:22:59","guid":{"rendered":"https:\/\/shutdownpod.com\/?p=134"},"modified":"2024-08-28T13:34:16","modified_gmt":"2024-08-28T13:34:16","slug":"campanha","status":"publish","type":"post","link":"https:\/\/shutdownpod.com\/?p=134","title":{"rendered":"Como cheguei ao Top 1 com 0\u20ac gastos?"},"content":{"rendered":"\n<p>O resumo \u00e9: com 0\u20ac gastos, uma boa mensagem, ve\u00edculo e hist\u00f3ria consegui colocar o meu podcast no Top 1 de tecnologia e no Top 27 geral, em Portugal.<\/p>\n\n\n\n<p>Tamb\u00e9m podem ouvir a explica\u00e7\u00e3o neste epis\u00f3dio<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-spotify wp-block-embed-spotify\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Spotify Embed: #23 - Todos os Detalhes da Campanha, Coca-Cola foge ao fisco e estrat\u00e9gia da Perplexity AI\" style=\"border-radius: 12px\" width=\"100%\" height=\"152\" frameborder=\"0\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture\" loading=\"lazy\" src=\"https:\/\/open.spotify.com\/embed\/episode\/27hhU6W1g8LlLItiaaReoy?si=257325fec5914797&#038;utm_source=oembed\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Porque?<\/strong><\/h3>\n\n\n\n<p>Os podcasts s\u00f3 de \u00e1udio t\u00eam um problema grande de&nbsp;<em>discoverability &#8211;<\/em> \u00e9 muito dif\u00edcil uma pessoa nova deparar-se com um podcast novo. Os principais ve\u00edculos s\u00e3o a word-of-mouth (eu gostei de um podcast e vou partilhar com os meus amigos) e algum conte\u00fado extra-podcast que o host (ou outras pessoas) partilhem nas redes sociais.&nbsp;<\/p>\n\n\n\n<p>Tendo em conta este problema, pensei que uma boa solu\u00e7\u00e3o podia ser: fazer uma campanha interessante com potencial de viralizar online de modo a que um qualquer algoritmo de uma rede social ajudasse a mensagem a chegar a pessoas que n\u00e3o est\u00e3o na minha rede direta.<\/p>\n\n\n\n<p>No caso espec\u00edfico do meu podcast, Shutdown, consigo perceber que a chegada de novos ouvintes \u00e9 o principal limitador do crescimento. Explicando esta afirma\u00e7\u00e3o que parece \u00f3bvia: a reten\u00e7\u00e3o dos ouvintes \u00e9 bastante alta &#8211; praticamente todos os epis\u00f3dios tem 60% dos ouvintes a chegar ao final do epis\u00f3dio, alguns at\u00e9 acima de 80% &#8211; ou seja, os ouvintes gostam do que ouvem &#8211; faltam novos ouvintes.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"478\" src=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-1024x478.png\" alt=\"\" class=\"wp-image-135\" srcset=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-1024x478.png 1024w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-300x140.png 300w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-768x358.png 768w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-1536x717.png 1536w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-2048x956.png 2048w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-600x280.png 600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>O qu\u00ea?<\/strong><\/h3>\n\n\n\n<p>Isto fez-me pensar que tinha mesmo de &#8216;entupir o funil&#8217; na entrada, para muitas pessoas novas descobrirem e ficarem alguns ouvintes fi\u00e9is que v\u00e3o ser a nova base do word-of-mouth (que \u00e9 muito poderoso!)<\/p>\n\n\n\n<p>A campanha pode dividir-se em 3 componentes:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Mensagem<\/strong><\/li>\n\n\n\n<li><strong>Ve\u00edculo\/Distribui\u00e7\u00e3o<\/strong><\/li>\n\n\n\n<li><strong>Hist\u00f3ria<\/strong><\/li>\n<\/ol>\n\n\n\n<h5 class=\"wp-block-heading\">1. <strong>Mensagem<\/strong><\/h5>\n\n\n\n<p>A mensagem \u00e9 a ideia que tem de passar, no fundo, o que \u00e9 o podcast, ou que valor ter\u00e1 o podcast. Passando para uma g\u00edria mais de neg\u00f3cios: \u00e9 uma forma de resumir a proposta de valor.<\/p>\n\n\n\n<p>Nesta campanha a mensagem surgiu-me da combina\u00e7\u00e3o de dois fatores:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Percebi que havia muitos ouvintes que usavam o podcast como update semanal para se manterem a par das not\u00edcias e isso permitia-lhes ter assuntos de conversa novos e discutir temas com mais algum conhecimento<\/li>\n\n\n\n<li>Uma frase do Joe Chernov:&nbsp;<em>&#8220;Good marketing makes the company look smart. Great marketing makes the customer feel smart.&#8221;<\/em><\/li>\n<\/ul>\n\n\n\n<p>A segunda frase encaixa perfeitamente no objetivo que tenho para o podcast (que \u00e9 partilhar conhecimento e deixar os meus ouvintes mais informados).<\/p>\n\n\n\n<p>Fui pesquisar algumas campanhas publicit\u00e1rias hist\u00f3ricas e deparei-me com uma do The Economist cuja mensagem que pretende passar \u00e9 que se est\u00e1 a perder uma oportunidade de carreira ao n\u00e3o ler a revista.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-1-1024x683.png\" alt=\"\" class=\"wp-image-136\" srcset=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-1-1024x683.png 1024w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-1-300x200.png 300w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-1-768x512.png 768w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-1-1536x1024.png 1536w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-1-2048x1366.png 2048w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-1-600x400.png 600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>FOMO: Fear of Missing Out &#8211; na minha opin\u00e3o um dos maiores drivers de interesse que o mundo j\u00e1 viu. Pensei ent\u00e3o em como passar a mesma mensagem, mas com a minha imagem e combinando com o primeiro ponto que referi acima.<\/p>\n\n\n\n<p>Constru\u00ed as seguintes mensagens \u00e0 volta da mesma ideia e tentei dar um tom desafiador &#8211; Shutdown \u00e9 a raz\u00e3o pela qual o conhecimento dos ouvintes aumenta e por isso deve ser mantido em segredo:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>N\u00e3o partilhes o segredo para saberes de tudo<\/li>\n\n\n\n<li>Ningu\u00e9m pode saber como ficaste mais inteligente<\/li>\n\n\n\n<li>Ningu\u00e9m pode saber porque \u00e9s t\u00e3o interessante<\/li>\n<\/ul>\n\n\n\n<p>Fiz uns p\u00f3steres que faziam alus\u00e3o ao podcast ser ouvido no telem\u00f3vel no Figma, mas partilhar s\u00f3 estas imagens n\u00e3o seria suficiente para criar uma campanha interessante o suficiente. A pergunta que se seguiu foi \u201cComo partilhar estas imagens com a mensagem de forma a que fa\u00e7a algu\u00e9m parar o scroll?\u201d<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">2. <strong>Ve\u00edculo\/Distribui\u00e7\u00e3o<\/strong><\/h5>\n\n\n\n<p>Tal como disse, a mensagem apenas n\u00e3o seria suficiente para criar a viralidade desejada.<\/p>\n\n\n\n<p>Para entregar a mensagem utilizei uma t\u00e9cnica que se tem tornado cada vez mais comum &#8211; explorar o efeito offline-online. Ou seja, fazer alguma coisa offline cujo objetivo \u00e9 ser partilhada online. Isto porque as pessoas passam muitas horas nos seus ecr\u00e3s e os algoritmos amplificam muito as mensagens.&nbsp;<\/p>\n\n\n\n<p>Houve 3 campanhas nas quais me inspirei:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Inspira\u00e7\u00e3o 1:\u00a0Rows<\/strong>\u00a0&#8211; A ideia era desafiar os gigantes e criar awareness de que o software competidor deles era antigo e menos capaz que o desenvolvido pela Rows. A campanha foi pensada para ser partilhada nos meios digitais porque os outdoors estiveram pouco tempo com a mensagem e a fotografia foi tirada com esse prop\u00f3sito (<a href=\"https:\/\/rows.com\/blog\/post\/a-list-of-our-most-viral-marketing-campaigns\">ler mais aqui<\/a>)<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"650\" data-id=\"143\" src=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-8-1024x650.png\" alt=\"\" class=\"wp-image-143\" srcset=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-8-1024x650.png 1024w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-8-300x191.png 300w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-8-768x488.png 768w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-8-1536x976.png 1536w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-8-2048x1301.png 2048w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-8-600x381.png 600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"650\" data-id=\"141\" src=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-6-1024x650.png\" alt=\"\" class=\"wp-image-141\" srcset=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-6-1024x650.png 1024w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-6-300x191.png 300w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-6-768x488.png 768w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-6-1536x976.png 1536w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-6-2048x1301.png 2048w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-6-600x381.png 600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Inspira\u00e7\u00e3o 2: Attio<\/strong> &#8211; Colocaram nos cartazes eletr\u00f3nicos de Times Square imagens de 50 l\u00edderes da sua ind\u00fastria que usam a sua ferramenta. Isto fez com que esses l\u00edderes partilhassem as suas imagens e chegassem a imensa gente. N\u00e3o \u00e9 todos os dias que se aparece em Times Square em Nova Iorque (<a href=\"https:\/\/campaignbuzz.io\/email\/attio.com\/3f675b46-f7f2-45f9-b9a6-e8a4ad5499c9\">ler mais aqui<\/a>)<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-10-1024x768.png\" alt=\"\" class=\"wp-image-145\" srcset=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-10-1024x768.png 1024w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-10-300x225.png 300w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-10-768x576.png 768w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-10-1536x1152.png 1536w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-10-2048x1536.png 2048w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-10-600x450.png 600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Inspira\u00e7\u00e3o 3: MOB Agency<\/strong> &#8211; Uma s\u00e9rie de cartazes espalhados com mensagens desafiadoras para criarem intriga e brand awareness. Sempre muito alinhados com os seus valores e ideais disruptivos e arrojados<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"774\" height=\"1024\" src=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-9-774x1024.png\" alt=\"\" class=\"wp-image-144\" style=\"width:312px;height:auto\" srcset=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-9-774x1024.png 774w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-9-227x300.png 227w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-9-768x1016.png 768w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-9-1162x1536.png 1162w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-9-600x793.png 600w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-9.png 1179w\" sizes=\"auto, (max-width: 774px) 100vw, 774px\" \/><\/figure>\n\n\n\n<p>Decidi que queria fazer algo do g\u00e9nero e colocar um outdoor ou mupis. No entanto, colocar 1 mupi durante o tempo m\u00ednimo custa aproximadamente 600\u20ac &#8211; era um risco enorme escolher apenas um s\u00edtio e gastar imenso dinheiro para uma campanha assim. (n\u00e3o encontrei mupis\/outdoors eletr\u00f3nicos com sistema de leil\u00e3o ao minuto como na campanha da Rows)<\/p>\n\n\n\n<p>Aqui entra uma quarta campanha que me foi bastante \u00fatil para concretizar o que queria fazer.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Inspira\u00e7\u00e3o 4: Coverflex<\/strong> &#8211; Semelhante ao que tinha idealizado e tinha boas fotografias (<a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7218524823272976385\/\">ver aqui<\/a>)<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"746\" height=\"1024\" src=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-11-746x1024.png\" alt=\"\" class=\"wp-image-146\" style=\"width:331px;height:auto\" srcset=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-11-746x1024.png 746w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-11-219x300.png 219w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-11-768x1054.png 768w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-11-600x824.png 600w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-11.png 1036w\" sizes=\"auto, (max-width: 746px) 100vw, 746px\" \/><\/figure>\n\n\n\n<p>Provavelmente est\u00e3o a reconhecer as imagens. Vi este post no LinkedIn e guardei-o porque sabia que eventualmente me poderia dar jeito para uma campanha do g\u00e9nero.&nbsp;<\/p>\n\n\n\n<p>Aqui est\u00e1 o grande truque da campanha &#8211; as imagens foram fabricadas utilizando Figma para parecer que os posters eram os meus, nos locais da Coverflex. Por isso o custo de &#8216;colocar&#8217; os mupis foi de 0\u20ac &#8211; eles n\u00e3o existem, nunca existiram.<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"576\" height=\"1024\" data-id=\"151\" src=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-218-576x1024.jpg\" alt=\"\" class=\"wp-image-151\" srcset=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-218-576x1024.jpg 576w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-218-169x300.jpg 169w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-218-600x1067.jpg 600w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-218.jpg 648w\" sizes=\"auto, (max-width: 576px) 100vw, 576px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"576\" height=\"1024\" data-id=\"152\" src=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/Frame-102-576x1024.jpg\" alt=\"\" class=\"wp-image-152\" srcset=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/Frame-102-576x1024.jpg 576w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/Frame-102-169x300.jpg 169w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/Frame-102-600x1067.jpg 600w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/Frame-102.jpg 648w\" sizes=\"auto, (max-width: 576px) 100vw, 576px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"576\" height=\"1024\" data-id=\"153\" src=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/Frame-103-576x1024.jpg\" alt=\"\" class=\"wp-image-153\" srcset=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/Frame-103-576x1024.jpg 576w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/Frame-103-169x300.jpg 169w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/Frame-103-600x1067.jpg 600w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/Frame-103.jpg 648w\" sizes=\"auto, (max-width: 576px) 100vw, 576px\" \/><\/figure>\n<\/figure>\n\n\n\n<h5 class=\"wp-block-heading\">3. <strong>Hist\u00f3ria<\/strong><\/h5>\n\n\n\n<p>Tendo a mensagem e o ve\u00edculo, falta a maneira de atar tudo e criar um pacote que fa\u00e7a sentido e que possa ser contado e que gere um motivo para ser partilhado &#8211; uma hist\u00f3ria.<\/p>\n\n\n\n<p>Nem sempre \u00e9 necess\u00e1ria uma hist\u00f3ria &#8211; se a mensagem for muito forte ou o ve\u00edculo intrigante o suficiente. No entanto, para uma campanha deste g\u00e9nero, focada totalmente no canal online, nomeadamente nos meus perfis das diversas redes sociais, uma hist\u00f3ria era o que ia fazer a audi\u00eancia se conectar a mim e viver a situa\u00e7\u00e3o de uma maneira mais pessoal.<\/p>\n\n\n\n<p><strong>Qual foi a hist\u00f3ria e como pensei nela?<\/strong><\/p>\n\n\n\n<p>A hist\u00f3ria foi o \u00faltimo passo a ser executado e pensado, teria de ser uma coisa simples e r\u00e1pida, que cativasse a aten\u00e7\u00e3o e causasse alguma intriga ou curiosidade &#8211; algum tipo de pensamento ou sentimento forte o suficiente para gerar uma partilha (ou pelo menos uma rea\u00e7\u00e3o e algum tempo perdido no post).&nbsp;<\/p>\n\n\n\n<p>Uma maneira f\u00e1cil de ter ideias para estas coisas \u00e9 pensar nos temas atuais em que as pessoas j\u00e1 est\u00e3o a falar, exemplos: pr\u00e9mio salarial da devolu\u00e7\u00e3o das propinas, terramoto em Lisboa, m\u00e9dias de acesso ao ensino superior, canal de YouTube do CR7, &#8230;<\/p>\n\n\n\n<p>H\u00e1 um sen\u00e3o de utilizar este m\u00e9todo: como s\u00e3o temas abordados com bastante frequ\u00eancia, o \u00e2ngulo de ataque tem de ser distinto o suficiente para n\u00e3o se perder no &#8216;lixo&#8217; produzido.&nbsp;<\/p>\n\n\n\n<p>No caso da campanha, o escolhido foi o pr\u00e9mio salarial, cujos reembolsos tinham come\u00e7ado nessa mesma semana e muita gente descobriu que ia receber muito dinheiro de repente, ou que n\u00e3o ia receber e estava indignada. O \u00e2ngulo que utilizei foi 100% pessoal e encaixa bem nas plataformas que ia utilizar (perfis pessoais de LinkedIn, Intagram, X e Threads): contei a hist\u00f3ria de que tinha investido os 1500\u20ac do reembolso em cartazes publicit\u00e1rios espalhados pelo pa\u00eds, para fortalecer a imagem do meu podcast e projeto pessoal. <\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"591\" height=\"1024\" src=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-12-591x1024.png\" alt=\"\" class=\"wp-image-147\" style=\"width:364px;height:auto\" srcset=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-12-591x1024.png 591w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-12-173x300.png 173w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-12-768x1331.png 768w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-12-886x1536.png 886w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-12-600x1040.png 600w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-12.png 968w\" sizes=\"auto, (max-width: 591px) 100vw, 591px\" \/><\/figure>\n\n\n\n<p>\u00c9 uma hist\u00f3ria que cria alguma intriga e curiosidade:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Gastou tanto dinheiro num projeto pessoal?<\/li>\n\n\n\n<li>Gastou o dinheiro desta forma?<\/li>\n\n\n\n<li>Onde est\u00e3o os mupis?<\/li>\n\n\n\n<li>Ser\u00e1 que eu tinha coragem de fazer o mesmo? Investir tanto num projeto aparentemente pequeno e sem retorno?<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>E os Tops?<\/strong><\/h3>\n\n\n\n<p>O grande objetivo da campanha era levar mais pessoas a descobrirem e ouvirem o podcast &#8211; inicialmente n\u00e3o era fazer o podcast subir nos Tops.&nbsp;<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>Como aconteceu?<\/strong><\/h5>\n\n\n\n<p>Passadas umas horas do in\u00edcio campanha reparei que, devido ao grande tr\u00e1fego e novo n\u00famero de subscritores, o podcast estava a subir bastante nos Tops. Quando a campanha come\u00e7ou a acalmar, estava em Top 4 de tecnologia em Portugal e prestes a entrar no Top 200 geral em Portugal.&nbsp;<\/p>\n\n\n\n<p>Isto porque no Top do Apple Podcasts, um dos fatores mais importantes para subir \u00e9 a taxa de crescimento de novos subscritores e n\u00e3o o n\u00famero absoluto.&nbsp;<\/p>\n\n\n\n<p>Isto fez-me mudar um pouco o foco da campanha e utilizar esta segunda hist\u00f3ria para reatar alguma atividade na campanha (nos posts), o que gerou mais engagement e novas impress\u00f5es (e at\u00e9 novas publica\u00e7\u00f5es). Para al\u00e9m disso, passa a existir um motivo, uma miss\u00e3o, pela qual \u00e9 poss\u00edvel pedir \u00e0s pessoas um tempo e aten\u00e7\u00e3o adicional.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Resultados e conclus\u00f5es<\/strong><\/h3>\n\n\n\n<p>Efetivamente, este segundo push colocou o podcast em Top 1 Tecnologia em Portugal no Apple Podcasts (onde se manteve uns dias) e 27 no Top geral. Isto gerou visibilidade extra e mais um post para mais impress\u00f5es e mais descoberta.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"739\" src=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-13-1024x739.png\" alt=\"\" class=\"wp-image-148\" srcset=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-13-1024x739.png 1024w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-13-300x217.png 300w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-13-768x554.png 768w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-13-1536x1109.png 1536w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-13-600x433.png 600w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-13.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"739\" src=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-15-1024x739.png\" alt=\"\" class=\"wp-image-150\" srcset=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-15-1024x739.png 1024w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-15-300x217.png 300w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-15-768x554.png 768w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-15-1536x1109.png 1536w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-15-600x433.png 600w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-15.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Em termos de n\u00fameros posso partilhar os seguintes (3 semanas depois da campanh\u00e3):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Impress\u00f5es totais:&nbsp;<strong>40.511 (36.369 LinkedIn + 4.142 Instagram)<\/strong><\/li>\n\n\n\n<li>Intera\u00e7\u00f5es totais:&nbsp;<strong>705 (415 LinkedIn + 290 Intagram)<\/strong><\/li>\n\n\n\n<li>Novos seguidores:&nbsp;<strong>189 (LinkedIn)<\/strong><\/li>\n\n\n\n<li>Crescimento das reprodu\u00e7\u00f5es\n<ul class=\"wp-block-list\">\n<li>Nos \u00faltimos<strong>&nbsp;21<\/strong>&nbsp;dias tive&nbsp;<strong>30%<\/strong>&nbsp;de todas as reprodu\u00e7\u00f5es desde o in\u00edcio do podcast<\/li>\n\n\n\n<li>M\u00e9dia de reprodu\u00e7\u00f5es di\u00e1rias subiu&nbsp;<strong>2.8x<\/strong>&nbsp;&#8211; parece ter estabelecido num patamar mais alto, mesmo depois do hype da campanha<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Crescimento do n\u00famero de subscritores:&nbsp;<strong>112%<\/strong><\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"546\" src=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-14-1024x546.png\" alt=\"\" class=\"wp-image-149\" srcset=\"https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-14-1024x546.png 1024w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-14-300x160.png 300w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-14-768x410.png 768w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-14-1536x819.png 1536w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-14-2048x1092.png 2048w, https:\/\/shutdownpod.com\/wp-content\/uploads\/2024\/08\/image-14-600x320.png 600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Um fator secund\u00e1rio deste tipo de campanhas \u00e9 que o pr\u00f3prio processo \u00e9 interessante de registar e partilhar, e por isso, \u00e9 poss\u00edvel fazer conte\u00fado adicional (no podcast, este artigo, um v\u00eddeo) a explicar como foi pensado e executado.<\/p>\n\n\n\n<p>Qualquer coisa que tenha de passar pela mesma l\u00f3gica de venda de um produto (aquisi\u00e7\u00e3o, ativa\u00e7\u00e3o, reten\u00e7\u00e3o, etc) pode e deve ser promovido com uma framework do g\u00e9nero. O processo de obter novos ouvintes num podcast \u00e9 muito semelhante a uma venda.<\/p>\n\n\n\n<p>Convido-vos a ouvirem os epis\u00f3dios, dispon\u00edveis em todas as plataformas de podcasts.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-spotify wp-block-embed-spotify\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Spotify Embed: Shutdown - Tecnologia e Neg\u00f3cios\" style=\"border-radius: 12px\" width=\"100%\" height=\"152\" frameborder=\"0\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture\" loading=\"lazy\" src=\"https:\/\/open.spotify.com\/embed\/show\/4IwdvSreFe7vZYluceME1j?si=fae24cec8be84e89&#038;utm_source=oembed\"><\/iframe>\n<\/div><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>O resumo \u00e9: com 0\u20ac gastos, uma boa mensagem, ve\u00edculo e hist\u00f3ria consegui colocar o meu podcast no Top 1 de tecnologia e no Top 27 geral, em Portugal<\/p>\n","protected":false},"author":1,"featured_media":161,"comment_status":"open","ping_status":"open","sticky":false,"template":"brizy-blank-template.php","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[21,22,23],"class_list":["post-134","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-ai","tag-marketing","tag-podcast"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Como cheguei ao Top 1 com 0\u20ac gastos? 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