Influencer events: how to keep a fast-paced generation engaged until the end of the night

There is a sound that everyone who works in events learns to long for. It shows up when the program is already over and people stay there, together, in no hurry at all to look for the exit. At After da Carola, that sound gained lyrics and a melody. In front of the board of notes, the guests sang in chorus “Eu não vou emboraaaa”, with all the vowels the phrase called for. It was the end of a full day of activities at Encontrinho da Carola, an event that aiqfome holds for influencers, and it was also the most beautiful response a scriptwriter can hear from an audience.

Encontrinho da Carola: aiqfome's influencer event with gLue

Encontrinho da Carola belongs to aiqfome, a Magalu group company, and the leadership, creation, production and delivery of the project belong to gLue, the events and brand experience agency from Maringá run by Paula and Diego. gLue has served Magalu since 2019 and knows that, with each delivery, the client's expectations climb another step. I came into this story at the invitation of the two of them, to contribute to the script.

I reached Paula and Diego through Ton, from REC, a partner production company here in Maringá. My gratitude to Ton only grows, because he was the one who built the bridge to a meeting that clicked right from the start.

My part was at the end of the day. gLue called me in to contribute to the storytelling of the activations for After da Carola. We wrote the activations together, the agency's team and I, and I took care of the emotional layer: what each guest would experience, feel and take home in her memory.

The challenge of an influencer event: a generation used to everything fast and intense

The request had a very clear size: to win over a generation used to everything fast and intense, over a full day of activities. Anyone who works in influencer marketing knows influencers' reputation for making quick appearances at the events they are invited to.

For a writer, that reputation becomes working material. A guest who makes a living producing content arrives with a trained eye, notices in seconds what was done on autopilot and quickly decides whether that place deserves her night. The text of an activation needs to speak to that eye from the very first minute. I start with very concrete questions. What will she want to tell her followers? At what moment will she feel that this was designed for someone like her? These are questions of method, and they apply to any influencer event you are planning.

Experience script at After da Carola: writing the activations together with the agency

The scripts and the mechanics of the activations remain confidential, out of contractual ethics and respect for the work of gLue and aiqfome. What I can share with you is the way of thinking, what was heard and what was seen that night, and that already says a lot.

Writing activations with an agency at gLue's level is an exercise in trust. I propose an emotion, a phrase, a path for the guest to follow, and I know that beside me there are people able to give body to every line with strategy, aesthetics and operations following the same direction. It was gLue's exceptionally high level of delivery that turned the ideas on paper into a sophisticated party full of interaction. The credit for what happened at the party goes to Paula, Diego and their team.

That sound arrived before any image. Whoever stays backstage learns to read the audience by ear, and the first shriek of someone who has just walked in tells you, in a second, whether the door opened onto the right place. That night, the party kept that tone until the end. The guests enjoyed everything, the whole time, and surprised anyone familiar with the reputation for quick appearances.

The end of the night in an event script: the moment memory keeps

I write from an intuition that psychology has studied under the name of the peak-end rule: the memory of a long experience relies heavily on its most intense moments and on the way it all ends. The fifth article in this series opens up these studies with the care they call for, starting with the fact that they measured pain in medical procedures, which makes them an analogy. For now, I stay with a writer's reasoning. The closing deserves the same care as the opening, because that is what the guest takes to the car, to the next day's conversation and to what she will post.

At After da Carola, the ending spoke for itself. The guests sang “Eu não vou emboraaaa” in front of the board of notes and left messages such as “te amar é fácil, aiq” (loving you is easy, aiq). That sentence captures what gLue seeks in every project: making people fall in love with the brands it serves. For a brand, a declaration like that, left by the guest herself, is a portrait of what the event set out to spark.

This is the core of my work, and I come back to it in every article in the series. I write material that makes people feel something different, and it is because they felt it that they remember. A chorus like that is memory forming out loud, with the brand in the middle of the circle. The full case study, with behind-the-scenes photos, is at gLue and aiqfome.

Brand experience with influencers from inland Brazil: the aiqfome context

It helps to look at the house where that night happened. According to an interview that CEO and cofounder Igor Remigio gave to Mercado&Consumo, aiqfome was launched in 2007, serves more than 700 inland cities and has been part of the Magalu group since its integration in 2020. It is a brand that lives close to people, city by city. I have a special affection for this brand, and I treasure having heard a night like that up close.

A sign of the brand's care for creators appeared in October 2026, when Mercado&Consumo reported on Aiqoficina, a course aiqfome created for partner influencers. Steph Gomides, cofounder of aiqfome, summed up the project this way: “Offering this course to our partners means giving them this opportunity that makes such a difference”.

For those responsible for marketing and brand, there is a figure that helps gauge what an in-person gathering does for people's relationship with a brand, with a caveat I want to keep in plain sight.

The event scriptwriter in influencer marketing: what to ask for before the party

If you handle marketing, brand or influencer relations, the script begins with a conversation between you and the agency. There you define what you want the guests to feel, what they will say to each other on the way out and what message you would like to read at the end of the night. The agency leads the project, creates, produces and delivers. The scriptwriter joins that team to write the emotional layer, hand in hand with those who will turn each phrase into an experience.

Think of an event your brand holds for content creators in your region, and of the last hour of the program. The people there have already lived through the whole day and are starting to think about the trip home. That is when the script needs to deliver the scene nobody wants to miss, the one that gives the night the ending that will be retold later.

In the next article, the room fills with different people. I will share what it was like to write, also with gLue, an activity for licensees: people living different realities, brought together to live the same moment, and a collective mural they put together with the phrase “O sucesso não se pinta sozinho” (Success doesn't paint itself). It is a text for those who lead franchises, licensing programs and networks.