#You DESERVE
papila
Have you ever found yourself saying: "I deserve a burger today " ?
According to psychology, the deserving perspective is closely linked to our belief system. Beliefs define self-esteem, identity and how we act. The perception of deserving gives the individual confidence and ability to feel pleasure, comfort and act in the world.
To promote our burger brand we use the deserving perspective to encourage action towards purchasing and further connect with different communities.
Our initiatives range from social network activations (Instagram, TikTok, Facebook, Linkedin and Twitter) to PR releases, CRM, offline activations, events, influencer strategy and an efficient media plan, bringing results beyond expectations.
#YouDeserve to check out this campaign!
Company: Papila
Role: Head Of Marketing
Digital Content
For our content, we brought trends based on reports released by the main social networks,
connecting with the public through Humor, ASMR, curiosities, among others.
(Check @papiladeli on Instagram for more)
Luquinhas eu mereço
Burger
Ana Gabriela
Masterchef
Amandinha burger
Debate
Thi e antonio
ASMR Burger
Key Visual
For our key visual, we adopted some market codes for fast food, but looking at a young and cool consumer public,
bringing the Papilla lifestyle to people's reality and daily lives.
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Influence
As a strategic part of our campaign, we adopted communication focused on influencers and creators to increase our reach and awareness,
connecting with different communities in a more intimate way. We chose between different profiles of creators to reach as many clusters as possible,
considering the democratic status of burger.
@reviewsdomustache
699.601
Impressions
16.85%
Engagement
@giovanacamilee
302.536
Impressions
12.78%
Engagement
@marialuisaneves
146.089
Impressions
5.77%
Engagement
@ocasaldesp
65.001
Impressions
5.25%
Engagement
@taurinagens
37.205
Impressions
8.99%
Engagement
@beatrizvivot
31.280
Impressions
2.29%
Engagement
@anaozolio
8.104
Impressions
6.74%
Engagement
@kauana.h
653.600
Impressions
17.23%
Engagement
@abudsadek
224.074
Impressions
7.70%
Engagement
@felipegg
114.268
Impressions
9.54%
Engagement
@fileminholi
49.010
Impressions
5.14%
Engagement
@vitsagaz
35.800
Impressions
4.99%
Engagement
@giseleecardoso
11.993
Impressions
5.93%
Engagement
@junaconechni
5.843
Impressions
2.82%
Engagement
@arthurpaek
365.994
Impressions
9.71%
Engagement
@lais.cintra
218.518
Impressions
5.44%
Engagement
@krausekate
94.313
Impressions
9.59%
Engagement
@jpsgarbi
49.904
Impressions
5.07%
Engagement
@analaurafracaroli
34.396
Impressions
9.07%
Engagement
@anagabrielaa
11.853
Impressions
4.80%
Engagement
@marcelamorgon
333.276
Impressions
12.70%
Engagement
@fagnergg
158.486
Impressions
13.12%
Engagement
@casalporsaopaulo
76.646
Impressions
4.44%
Engagement
@igormuzaranha
41.866
Impressions
6.61%
Engagement
@spgastronomica
32.079
Impressions
4.35%
Engagement
@karinafacci
11.055
Impressions
3.55%
Engagement
Off-Line Activations
In our strategy to be present among the younger audience, we partnered with university students,
being within the college environment and relying on the students themselves to be brand ambassadors within their communities.
Events
Due to its practicality, burger is a product widely consumed in festive environments.
Based on this insight, we created a strategy to be present at different events, inserting our brand into people's funniest moments.
Results
Our results went beyond expectations, both in terms of marketing metrics and the evolution of the business as a whole,
considerably increasing the company's revenues and market share.
#Marketing results
During the campaign
Impressions.
+2,6MM
Engagement.
+152K
Engagement rate
+5,7%
