Case studies | Pindó Marketing e Comunicação

Rendering of the SmartHome Santa Cecília facade

Real estate · Minha Casa Minha Vida · 2026

SmartHome, Área Incorporadora

Launch operationPerformanceData and CRMApplied AI

Context. Área Incorporadora develops affordable housing in São Paulo through HIS/HMP and Minha Casa Minha Vida. In 2026, Pindó led the marketing operation for two SmartHome developments, one of them at launch.

The challenge. The campaigns generated conversations, but quality varied, and media, customer service and sales data didn't tell the same story. Without that view, it was hard to know where leads were being lost.

What we did. We structured the project's digital operation and connected communication, media, measurement and the sales operation. Our acquisition analysis showed opportunities to improve targeting and the demand generation journey. We then adjusted the operation to improve conversation quality.

Media, customer service and sales analyzed together to find where leads were lost
A video piece to support the project's communication
A custom digital experience used at the launch event with brokers

Result

−70%cost per conversation

2×qualified conversations

A single view of the funnel, from ad to sale
An AI assistant with the company's context for the team

Takeaway

Cost per conversation alone doesn't tell the whole story. The quality of the opportunities generated needs to be part of the analysis.

Experiential travel · 2026

Makali

PositioningAcquisitionWebsiteCopy

Context. Makali creates group experiences that combine nature and self-discovery practices, with itineraries across ecotourism destinations in Brazil.

The challenge. The brand was new, and almost all of its reach came from the founder's personal network. To grow, it needed a clear position in the market and its own path to acquisition.

What we did. We positioned Makali as the middle ground between ecotourism, spiritual retreats and extreme adventure, defined the core audience and designed an acquisition plan to help the brand grow beyond the founder's network.

Positioning and audience definition
Guerrilla acquisition strategy
Website with an experience calendar and direct contact
Brand copy in a reflective, welcoming tone

Result

First phase delivered: positioning, acquisition strategy, website and copy. Paid media comes next.

Takeaway

A new brand that relies on its founder's network needs clear positioning before investing in media.

See the Makali website ↗

Mental health · Brazilian women abroad · 2026

Cristina Bertini, psychologist

StrategyVisual systemContent

Context. Cristina has been a clinical psychologist for more than 20 years, with a practice in Atibaia and online consultations.

The challenge. Build authority among Brazilian women living in Portugal, the UK, Australia, the US and Canada through warm communication without clinical or crisis language.

What we did. We created a content strategy with three recurring series: Being Brazilian in the World, Everyday Psychology and You Belong. We developed a custom visual system inspired by Matisse and the Bauhaus, with a tone that positions Cristina as a guide to growth and belonging.

Strategy and calendar with three weekly content series
Visual system with its own palette and typography
Carousels produced and approved

Result

Strategy, visual system and the first carousels delivered and approved, with three weekly series defined.

Takeaway

In mental health, authority is built with warmth and consistency. Tone matters as much as content.

See on Instagram ↗

Founder's journey

Between creativity, data and technology

From agencies and a multinational to Pindó, Ian brought media, data and AI together throughout his career.

2019Blinks · WPP
Data-driven paid media and creative direction.
2019 to 2020tech.fit
Performance and influencer marketing.
2021 to 2023Tokio Marine
AI-powered lead scoring approved by the board.
~40% of leads recovered
2023 to 2024Gx Prime
Marketing and sales built from the ground up.
4x ROAS
2026Área Incorporadora
Media, AI-powered customer service and CRM for the SmartHome launch.
−70% in cost per conversation
Since 2023Pindó
Bringing all of this together for other companies.