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KeLe played a key strategic role in the “Camisetassa” campaign by leading the mapping and curation of local influencers who helped strengthen the brand’s connection with audiences in Northern and Northeastern Brazil. With a keen eye for the cultural nuances of these regions, the agency identified content creators whose personal experiences and voices authentically reflect the spirit of São João. This careful selection ensured that the collaboration between Devassa and Lacra Ordinária gained digital traction, organic reach, and, above all, genuine representation amplifying the sense of belonging and regional pride at the heart of the campaign.