Challenge
Disseminate Pão de Açúcar’s purpose of “Happiness” — the new theme of its institutional campaign — through real stories that resonate with the audience.
Strategy
- Developing a digital communication plan promoting cross-collaboration between the brand and influencers, focusing on happiness as a shared purpose.
- Executing a Takeover action where micro-influencers took over the brand’s Instagram to share their personal stories of redefining happiness during the pandemic.
- Mapping micro-influencers who genuinely address the theme and align with Pão de Açúcar’s purpose.
- Sending Pão de Açúcar products and vouchers to support content creation by the influencers.
- Extending engagement through pre-takeover posts on influencers’ pages.
Results
- 3 relevant profiles participated in the Takeover on Pão de Açúcar’s Instagram page.
- 83,000 story views.
- 6,926 average reach per Takeover.
- 63 interactions on stories.
- 800+ interactions on influencers’ profiles.
- 2.5% organic engagement rate on Instagram.
