Negresco Cereal
In 2023, I worked with BR Media Group on the influencer marketing strategy for the launch of Cereal Negresco in Brazil. My role was to structure the campaign’s influencer logic, co-create the narrative, and ensure it resonated with Gen Z while also appealing to families.
The goal was to launch a cereal that brought the iconic flavour of the biscuit into the breakfast table, and social feeds.
Client: Negresco Cereal
Role: Strategic Planner
Year: 2023
Team Members: Bruno Olgas, Gabriela Guilardi & Vinícius Alves
Overview
Negresco, one of Brazil’s most beloved cookies, was entering a new category. The challenge was to introduce the product in a way that felt fun, relevant, and true to the brand’s identity, especially for younger audiences.
Target: Gen Z, Parents, Negresco Lovers
Channels Used: TikTok & Instagram
KPIs: Awareness & Engagement
Shaping the Influence
To shape a campaign that truly resonated, we began by diving into the core of the Negresco brand, understanding how to translate its playful, bold identity into the digital world and, more specifically, into the language of content creators.
As a team, we developed a structured process for planning the influencer journey. We mapped target behaviours, defined content themes, and split the campaign into strategic moments that would make the launch feel exciting, familiar, and platform-native.
Influencer segmentation model based on audience profiles, Gen Z, Family, Review, and Artists.
Tone of Voice Alignment between Influencers and Brand.
Content Structuring by each platform used.
Flexibility for Creators to apply their own tone to each content.
The Strategy
01
Teaser
In this phase, we focused on curiosity and storytelling, like an illustrated post where the influencer “imagined” a Negresco cereal into existence, only to reveal that it actually was real. These early pieces aimed to feel more like personal discoveries than official ads.
02
Buzz
Influencers created fun challenges, and comedy skits contents designed to have relevance on social media. One of the strongest narrative angles explored the duality between Gen Z and their parents, a playful contrast that mirrored the mix of chocolate and vanilla in the product itself.
03
Desire
Here, content highlighted the cereal’s texture and taste, often through reviews or visual storytelling. We encouraged creators to show how the cereal fit naturally into their daily routines, whether during breakfast, while getting ready, or as a late-night snack. The goal was to make the cereal feel not only delicious, but also versatile and craveable.
Campaign Results
The campaign delivered solid results across reach and engagement. Over its course, the 10 influencers, split into four clusters (Family, Gen Z, Review, and Artists), posted a total of 8 story combos, 10 Instagram Reels, and 17 TikToks.
699k
Impressions
34.9k
Likes
+500
Shares
42.5k
Total Engagement
6.07%
Engagement Rate