Alê Costa, chief executive of Brazilian chocolate franchise Cacau Show, said his company's approach to social media is built on chasing reputation and legacy rather than views, speaking at the Repcom 2026 event in São Paulo on August 21.
Costa appeared alongside his daughter, influencer Isabella Dervalli, who documents the family's daily life online. The pair discussed authenticity, values and digital influence at the event, which was organized by communications firm FSB Holding and brought together business leaders, content creators and industry specialists to debate how influence builds credibility and value for brands.
Costa said the family's digital presence was never the product of an elaborate strategy but grew naturally over time. He said they never set out with a plan to speak or behave a certain way online.
From TV Appearances to Family Vlogging
He said appearances on Brazilian television shows including MasterChef and Bake Off helped reveal that audiences were looking for genuine connection with brands rather than transactions. He said people no longer simply want to trade money for products; they want to be part of stories and understand what stands behind a brand.
It was in that context that Dervalli began filming everyday moments of family life. Costa pointed to one particularly memorable clip as an example, in which she filmed him walking into his own bedroom to grab a piece of chocolate.
He said something so simple ends up humanizing the company a great deal, because it shows there are real people behind it. He described technology as an accelerator that helps reveal the truth and values underpinning each brand.
Real Connection With the Public
Dervalli said the process had been organic from the start and that concrete results were already visible. She said some people had gone on to become Cacau Show franchisees after identifying with the family's story.
She said there is ultimately a richness in human relationships, and that showing themselves as humans rather than through a performance gives others the chance to connect with their truth.
Costa added that displaying vulnerability is itself a way of inspiring other people. He said that by showing their truth, including their vulnerability, they send a message to others that they can do it too. He stressed that the family comes from modest origins and that its success is the result of work, discipline and a willingness to keep learning.
Reputation Over Followers
Asked about the importance of follower counts, Costa, who has close to 3 million followers across all platforms himself, was firm that numbers are not the most important factor.
He said they are not chasing clicks but chasing legacy and reputation. He argued that reputation is what defends a brand when it faces unfair criticism, and that it also weighs heavily on a consumer's decision when choosing between competing products.
Costa said the content the family produces prioritizes values and simplicity, leaving no room for displays of material wealth or luxury. He said followers who have tracked the family's profiles for years have reported changes in their own routines, inspired by what they see online.
Dervalli summed it up lightly, saying that the example they set educates others, and that people sometimes comment asking whether they can borrow her father, or whether he can be a father figure to everyone.
Cacau Show is one of Brazil's largest chocolate franchise networks, built on a business model of small retail stores selling boxed chocolates and gifts across the country. Repcom is an annual event held by FSB Holding, a Brazilian communications and public affairs group, focused on reputation, communication and corporate influence.
