Pé de Algodão identifica R$10M em falsificações
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Pé de Algodão ® is a leading Brazilian brand in anatomical sandals. Recognized for the quality and unmistakable design of its products, the brand has established itself as a reference in this category, distinguishing itself in the traditional market. After significant growth in recent years, the company has 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.
With the rise and recognition of the "Pé de Algodão" brand, the company began to face challenges related to counterfeiting and misuse of its brand on marketplaces, such as Mercado Livre and Shopee. Fraudulent profiles on Instagram and misleading stores on several e-commerce platforms were also identified. These offenders used official images of Pé de Algodão sandals to promote similar products. However, the items delivered were of substantially lower quality, resulting in consumers being dissatisfied with products that the brand did not produce or distribute.
Through Branddi's monitoring technology, it was possible to identify that the volume of fraudulent stock available on marketplaces, calculated based on the number of sandals available for sale and the average value of the products in misleading offers, reached more than R$10 million. This scenario not only resulted in considerable financial losses for Pé de Algodão, but also generated negative experiences associated with the brand. Reflecting an increase in SAC demands and representing a serious risk to the company's reputation.
Using its own technology and the expertise of the Brand Strategy team, Branddi began the monitoring process, identifying and taking measures to remove (takedown) fraudulent offers and advertisements on the respective platforms. During this process, it was observed 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 managed, 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.