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24/7 Intelligence: How Isabela Akkari Embedded Synthetic Personas into Its Marketing Strategy and Began Validating Decisions Daily
About Isabela Akkari
Isabela Akkari is the pioneering company and market leader in healthy confectionery in Brazil. With 12 years in the market and stores across four states, the brand built its presence primarily in shopping malls, serving a loyal and demanding audience.
Despite the brand's maturity and the knowledge accumulated over the years, there was a clear internal perception:
"We know our audience, but there was always this guesswork about who they really were.”
Eduardo Akkari, Partner at Isabela Akkari
The challenge wasn't a lack of experience. It was turning perception into continuous strategic clarity.
The Challenge
Even as an established brand, Isabela Akkari faced three major obstacles:
Constant shifts in consumer behavior: The emergence of new brands was changing how consumers made decisions.
"With new technologies, the flood of information, the number of brands and new products appearing on the market, you end up having a harder time understanding your consumer's behavior, even if you know them well.”
Jéssica Brito, Marketing Manager at Isabela Akkari
A lean team with limited time: The marketing team is small. Traditional research was lengthy and took weeks.
Slow creative decisions: Creating ads, validating copy, defining scripts and CTAs took weeks to reach a final version. It was a process costly in both energy and time.
The Turning Point: Talking to the Consumer 24/7
With Synthetic Personas in the Nexus: Galaxies Lab, the brand began operating differently.
"Today we can, at any moment, 24 hours a day, talk to our consumers — to different types of consumers, not just one. And we can get answers about our work, about new ideas."
Jéssica Brito, Marketing Manager at Isabela Akkari
The core transformation was simple yet profound: from one-off research to continuous intelligence.
Real Use Cases
1. Defining Easter
Flavors By talking to the personas, flavor ideas emerged that the team hadn't considered. One of those ideas became the brand's top bet for Easter.
2. Ad Creation and Validation
Narrative validation, acceptance testing, and approach refinement that used to take weeks are now completed in 3 to 4 days.
3. 2026 Strategic Planning
The brand takes advantage not only of major dates (Easter, Christmas, Mother's Day), but also retail dates like Pistachio Day, Consumer Day, and Grandparents' Day.
"We plan the entire year, every seasonal date. So I also validated with the personas to understand their perception of these dates and how we could reach them without coming across as forced advertising.”
Jéssica Brito, Marketing Manager at Isabela Akkari
The personas helped validate:
Which dates truly made sense
How to approach each theme without losing authenticity
Which narrative created a real connection
Strategic Impact
From guesswork to structured intelligence: The brand stopped relying exclusively on intuition built over the years.
From slow research to fast decisions: Weeks became days.
From isolated decisions to a consumer-driven culture: Today, the platform is used daily in virtually every marketing decision.
From focusing only on existing customers to a market-wide view: Galaxies also helps understand who isn't a customer yet.
"One of my roles is to bring ease and technology to every area. I came across Galaxies and realized it could really help us understand our market better — not just existing customers, but also those who aren't customers yet. So we're able to use the platform to help us build strategies."
Eduardo Akkari, Partner at Isabela Akkari
Conclusion
Isabela Akkari was already a market leader. But leadership demands constant evolution.
By embedding Synthetic Personas into its daily operations, the brand transformed:
How it validates ideas
Its speed of execution
Its creative confidence
Its strategic intelligence
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