Just imagine Valen Bandeira at a party with Halls and Beija Sapo. Can you picture it? So take a deep breath and dive into this influencer campaign that aimed to showcase the brand’s partnership with the beloved MTV program Beija Sapo.
INFO
Halls – Mondelēz Brazil – launches its campaign "Respira Fundo e Manda Bala," which aims to highlight those courageous moments when it's necessary to take a deep breath and make a bold move, whether it's asking for a raise or approaching a crush at the party.
This campaign is designed to reinforce the emotional benefits of Halls within the territory of courage, placing the brand in a perfect spot for it: Beija-Sapo (an MTV program from the 2000s), where moments of confidence are not those grand ones that take time, but quick decision-making moments that change the game. We wanted to generate buzz for this positioning with a project of broad reach and potential to connect with Generation Z and Millennials in a spontaneous and genuine way.
Halls brought the dynamics of the program to the moments where it's necessary to take a deep breath and find that extra dose of confidence to take action: the party. The spin-off "Take a Deep Breath and Kiss the Frog" featured some episodes presented by actress and influencer Valentina Bandeira, exploring different situations involving courage.
As a result:
2 big influencers: Valentina Bandeira and Daniella Cicarelli
5 viral profiles
+ 50 million impressions
+ 227k interactions
Amplification 402% above the estimated
Viral profiles delivered +92% more impressions than estimated.
— PROJECT NAME
Respira Fundo e Manda Bala
— ROLE
Influencer Marketing Strategist
— AGENCY
MField
— DATE
2023
In this project, I acted as the influencer marketing campaign strategist, planning the content created by big names as well as the viral profiles at a party organized by Halls in the city of São Paulo.
Alongside the weekly programs broadcasted on Pluto TV (MTV), dynamic interview-style videos were published on the brand’s Instagram, YouTube, and TikTok.