Sticker Campaign 2024

About

Grupo Hortifruti Natural da Terra is the largest fresh food retail chain in Brazil, with a team of more than 5,000 employees and 76 stores across 4 states (RJ, SP, ES and MG).

The Sticker Campaign (Selinhos) is one of the brand’s main loyalty initiatives, encouraging customers to collect stickers in exchange for exclusive products. In its third edition, it offered Naturally by Masterpro pots and pans, reinforcing the brand’s commitment to creating value and concrete benefits for consumers.

I was responsible for strategic content planning, copywriting across feed posts, stories and highlights, and guiding the creative team on graphic material development, with ongoing performance monitoring and optimization.

Objectives

• Plan and create strategic content to engage the audience, reinforce brand positioning, and encourage loyalty and sales.

Plan

• Strategic planning of content for all campaign phases (launch, maintenance and close).
• Copywriting for feed posts, stories and highlights, explaining rules and benefits clearly.
• Guidance to the creative team for graphic material development.
• Monitoring and performance analysis in each phase of the campaign, with reporting and optimization suggestions.

The recipe content

To increase desire for the campaign rewards, I suggested recipe content using the pans as protagonists, inspiring followers and emotionally connecting them to the brand while boosting sticker redemption.

The goal was to show, in a practical and inspiring way, how the Naturally by Masterpro cookware can transform everyday life in the kitchen, reinforcing the value of the campaign and the benefit of taking part. Besides promoting the action, we sparked the followers’ emotional interest, bringing them closer to the brand and encouraging them to exchange their stickers.