Cases
Pé de Algodão identifies R$10M in counterfeits
Como combatemos a falsificação e uso indevido da marca Pé de Algodão em marketplaces
About the company
Pé de Algodão ® is a leading Brazilian brand in anatomical sandals. Recognized for the quality and unmistakable design of its products, the brand has consolidated itself as a reference in this category, distinguishing itself in the traditional market. After significant growth in recent years, the company increased its investments in new technologies and products. This development highlighted the need to create a robust brand protection environment, especially against counterfeiting of its products.
The Challenge
With the rise and recognition of the "Pé de Algodão" brand, the company began facing challenges related to counterfeiting and misuse of its brand in marketplaces such as Mercado Livre and Shopee. Fraudulent profiles were also identified on Instagram and deceptive stores on various e-commerce platforms. These offenders used official images of Pé de Algodão sandals to promote similar products. However, the items delivered were of significantly lower quality, resulting in dissatisfied consumers with products that the brand neither produced nor distributed.
Through Branddi's monitoring technology, it was possible to identify that the volume of counterfeit stock available in marketplaces, calculated based on the quantity of sandals available for sale and the average value of products in the misleading offers, reached over R$10 million. This scenario resulted not only in considerable financial losses for Pé de Algodão but also generated negative experiences associated with the brand, reflecting in increased demands for customer service (SAC) and representing a serious risk to the company's reputation.
Solution
Through its proprietary technology and Brand Strategy team's expertise, Branddi began the monitoring process, identifying and taking action to remove fraudulent offers and advertisements on the respective platforms. During this process, it was noted that, in addition to the fraudsters, several advertising accounts and profiles were illegally using official images and information from "Pé de Algodão." With a takedown success rate of 97.5%, we were able, in just three months, to remove tens of thousands of illegal products from various marketplaces. Additionally, Branddi acted effectively in removing ad accounts, product pages, and even entire stores.
About the company
Pé de Algodão ® is a leading Brazilian brand in anatomical sandals. Recognized for the quality and unmistakable design of its products, the brand has consolidated itself as a reference in this category, distinguishing itself in the traditional market. After significant growth in recent years, the company increased its investments in new technologies and products. This development highlighted the need to create a robust brand protection environment, especially against counterfeiting of its products.
The Challenge
With the rise and recognition of the "Pé de Algodão" brand, the company began facing challenges related to counterfeiting and misuse of its brand in marketplaces such as Mercado Livre and Shopee. Fraudulent profiles were also identified on Instagram and deceptive stores on various e-commerce platforms. These offenders used official images of Pé de Algodão sandals to promote similar products. However, the items delivered were of significantly lower quality, resulting in dissatisfied consumers with products that the brand neither produced nor distributed.
Through Branddi's monitoring technology, it was possible to identify that the volume of counterfeit stock available in marketplaces, calculated based on the quantity of sandals available for sale and the average value of products in the misleading offers, reached over R$10 million. This scenario resulted not only in considerable financial losses for Pé de Algodão but also generated negative experiences associated with the brand, reflecting in increased demands for customer service (SAC) and representing a serious risk to the company's reputation.
Solution
Through its proprietary technology and Brand Strategy team's expertise, Branddi began the monitoring process, identifying and taking action to remove fraudulent offers and advertisements on the respective platforms. During this process, it was noted that, in addition to the fraudsters, several advertising accounts and profiles were illegally using official images and information from "Pé de Algodão." With a takedown success rate of 97.5%, we were able, in just three months, to remove tens of thousands of illegal products from various marketplaces. Additionally, Branddi acted effectively in removing ad accounts, product pages, and even entire stores.
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