Business
How Bario Bar Leverages Organic Media and 600 Influencers
Flávia Roma details the launch in Tatuapé without paid fees and the strategy behind spontaneous content to sustain brand presence.
In an interview on Marketing - The Podcast, Flávia Roma explains how Bario Bar structured its Tatuapé opening by bringing together hundreds of content creators with no paid fees. The marketing executive discusses the role of branding in integrated campaigns and the focus on organic reach.
Flávia Roma, marketing manager at Grupo Bario Bar, detailed during a conversation with Bruno Gimenes on Marketing - The Podcast how the brand structures its branding initiatives and boosts brand awareness through earned media and strategic partnerships.
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Branding and a shared market vision
With 15 years of experience in branding, Roma emphasizes that campaign planning across the entertainment and gastronomy sectors must account for the unique aspects of each operation without diluting brand identity. Reflecting on initiatives like the Bario World campaign—developed alongside Dutch potato supplier Farm Frites and guest burger restaurants—Roma advocated for a cooperative approach within the local ecosystem: "I believe that we are all partners, not competitors. So if you're my partner and you're with me, look at the sheer size of São Paulo. It's massive. A single block can fill a venue. There is plenty of room for everyone."
Launch in Tatuapé with 600 content creators
When planning the launch of the 1,500-square-meter venue in Tatuapé, the strategy was to gather 600 content creators for an exclusive opening event. The proposal initially drew skepticism internally, but it served both to generate instant traction on social media and to stress-test the venue's operational capacity under peak demand.
To pull off the campaign, Bario paid no appearance fees, instead offering full access to the venue's entertainment and exclusive arcade machines. "I didn't pay a single cent to anyone, right? I had influencers with 10,000 followers and influencers with 2 million followers," Roma says. She explains that the selection criteria prioritized audience variety and alignment with the venue's concept over pure follower counts: "I mapped out exactly what I wanted and how I wanted it, and thought: look, they'll come in for free, they'll play games, they'll have fun."
Organic media versus paid advertising
The volume of posts generated by guests, paired with continuous customer shares, turned earned media into the chain's primary marketing engine. Roma points out that the business allocates very little budget to social ad platforms, prioritizing search traffic instead: "Bario has incredible organic media. If you check our Instagram, we have an absurd amount of customer reposts every single day. Our media has been organic since day one and that's how it goes; people don't believe me when I say I invest very little in Meta Ads. I invest in Google Ads."
In the video above, Roma and Bruno Gimenes analyze the impact of rising digital advertising costs and discuss how organic content generation drives foot traffic to physical venues.
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