Carnaval do Pão
What was it?
Promotion of the special drinks offered by Pão de Açúcar during Carnival 2023, paired with a guide to São Paulo’s block parties, emphasizing the proximity of Minuto Pão de Açúcar stores.
Strategy:
Eight micro-influencers over 25 years old, passionate about Carnival and beverages, were invited to a live event at the Pão de Açúcar Adega store on Augusta. The event featured tastings of the special drinks, appetizers, and a Carnival-themed ambiance with decorations and music. Guests were welcomed by a speech from a Marketing representative, followed by partner brands presenting their products. Attendees received a media kit with Carnival-themed items, a personalized letter, and a gift card.
IC’s Responsibilities:
- Developing the strategy.
- Hiring and managing suppliers (decorations and catering).
- Assembling media kits.
- Curating the guest list and sending invitations.
- Preparing the personalized letters.
- Scheduling taxis for influencer transportation.
Results:
- 61 stories published.
- 2 feed posts.
- 311,393 people potentially reached.
- 14’13” of brand exposure in stories.
Páscoa do Pão
What was it?
A dinner for micro-influencers and their companions to promote Pão de Açúcar’s special Easter menu, featuring delicious recipes, exclusive tips, and wine and cheese pairings.
Strategy:
Ten micro-influencers were invited to a gastronomic experience at the Pão de Açúcar store on Av. Ricardo Jafet. They tasted Easter menu items, including appetizers, codfish as the main course, and Nutella pavé for dessert. At the end, each received branded gifts to share their experience on social media.
IC’s Responsibilities:
- Developing the strategy.
- Curating the guest list and sending invitations.
- Scheduling taxis for influencer transportation.
Results:
- 66 stories published.
- 3 feed posts.
- 533,037 people potentially reached.
- 15’25” of brand exposure in stories.
Natal do Pão
What was it?
Promotion of Pão de Açúcar’s Christmas dinners available for pre-order at their stores.
Strategy:
Ten carefully selected micro-influencers attended a live event at the Pão de Açúcar store in Morumbi. Guests tasted and explored the full Christmas menu, receiving tips on wine pairings from the store’s sommelier. A Marketing representative welcomed attendees, and each received a gift card and a festive media kit.
The Media Kit:
Each influencer received:
- Two panettones (one made in-house by Pão de Açúcar and one from Bauducco, a sponsor).
- Two Coca-Colas.
- A bottle of wine.
- A gift card.
- A personalized letter.
All items were presented in a beverage chilling bucket.
IC’s Responsibilities:
- Developing the strategy.
- Organizing decorations and assembling kits.
- Curating the guest list and sending invitations.
- Preparing the personalized letters.
- Scheduling taxis for influencer transportation.
Results:
- 65 stories published.
- 2 feed posts.
- 466,402 people potentially reached.
- 11’44” of brand exposure in stories.
