Bauducco® Lovers
Bauducco®
2025
Agency
March
Ampfy
Challenge
The Problem
Increase Bauducco's relevance among younger audiences by evolving Bauducco Cozinha from a recipe channel into an entertainment platform.
Although Bauducco® was a beloved brand, it struggled to build meaningful relationships with younger consumers. Its content ecosystem remained brand-led and instructional, while Gen Z expected participation, co-creation and entertainment.
The Insight
Idea
Consumers were already creating and sharing their own Bauducco® recipes organically. Instead of teaching recipes, the brand could learn from its community, empowering consumers to become the brand's protagonists.
We transformed Bauducco® Cozinha into a TikTok-first entertainment platform where consumers became the protagonists. Through a branded reality competition, we turned organic participation into an engine for entertainment, cultural relevance and long-term brand engagement.
Built as a scalable platform, Bauducco® Lovers was designed to evolve through seasonal editions, sustaining consumer participation and keeping the brand culturally relevant beyond a single campaign.
Results
Brand & Community Impact
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Contributed to a significant increase in Brand Desire among Gen Z, helping Bauducco climb from 14th to 10th among the most desired brands (2025).
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96% NPS, the highest score for Bauducco in digital (the brand's primary KPI for digital initiatives).
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User-submitted videos for the Mission: 131% above benchmark.
My Role
I facilitated the strategic workshop that led to the platform concept. I then combined social listening with benchmarking of TikTok-native reality formats to validate the opportunity, uncovering an existing community of consumers already creating and sharing Bauducco® recipes.
These insights shaped the platform mechanics, participation model and reward system, ensuring the experience felt native to the platform and authentic to the community.