"Your success is our business". It is under this umbrella idea that Makro guides its actions and communication. The group, which communicates mostly for the b2b market, maintains the promise of work togheter with its customers and helping them with everything they need to achieve success. Promise that was translated into a corporate campaign "We don't work for Makro. We work for Francisco". However, it was noticed that this concept was rarely explored beyond the institutional campaign. In all touchpoints, the focus was on the product and promotions, especially on what is the company's biggest dissemination channel: The Product Catalogues. It is through them that Makro bases its communication strategy, they are the ones who define the moments and themes that the group wants to communicate, but they were leaving the company's greatest promise: that all its employees work for the success of their employees, customers (and suppliers). 

Challenge: how to prove / demonstrate that your customer´s' success is really Makro's business? 

The solution: The Makro factor. Makro has to give voice to its customers. They have to emphasize and expose there stories, there challenges and overcome barriers. Because in each of these stories there is "the Makro factor" who helped and accompanied them on the path to success. 

Results: More engagement (social media), more conversation (comments to posts), more awareness and focus on the customer (Cover Catalog) and above all, a fulfilled promise. Because Makro's business is, in fact, the success of its customers.