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FSB draws YouTubers to successful sixty year old magazine

How do you rejuvenate the audience and image of Revista Coquetel, a successful, sixty year old magazine from the
Ediouro Group? How do you attract a plugged in, mobile phone generation to the Seven Errors game and crossword puzzles?
The solution provided by the FSB Service and Digital teams was to create theme-based editions with digital influencers.
Success was achieved right from the debut edition: the book by YouTuber Felipe Neto was the most sold book at the book fair
Bienal do Livro, in Rio de Janeiro.

Even before the book fair, Felipe Neto’s book had already received the largest number of pre-orders for a publication by
influencers in the bookstore Saraiva. In addition to mapping influencers, negotiations over rights and execution, FSB,
alongside Coquetel, also carried out a press campaign for a month and planned the launch of the book. The team
succeeded in publishing notes in prestigious columns, such as the ones by Ancelmo Gois and Lauro Jardim.

On the last day of the book fair, FSB organized press relations encounters with journalists and generated another ten articles,
particularly a cover line in the newspaper O Dia with a two-page story, as well as articles in F5 (from Folha de S. Paulo), G1,
Jornal Extra, Veja Rio online, R7 and Bandnews FM, among others.

FSB has already mapped other digital influencers that have synergy – in terms of content and audience – with the
publication. Nine totally customized magazines for each influencer will be arriving at newsstands and bookstores.