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Bauducco® $t1ck3rs
2023
December
Context:
As Brazil’s leading Christmas brand, Bauducco® needed to strengthen its connection with younger audiences to secure future relevance.
Challenge:
Engage young consumers and drive e-commerce sales during Christmas with a low-cost, culturally native idea.
Insight:
In Brazil, stickers are a natural form of self-expression in everyday conversations. If that’s how young people communicate, it could also be how they shop.
Strategy:
Turn WhatsApp sticker culture into a direct path to purchase by embedding discount codes within Bauducco® stickers — and launch the idea on Panettone Day, an underused date the brand had cultural authority to own.
Idea:
$t1ck3rs — a WhatsApp sticker pack where each sticker unlocked a hidden promo code, turning everyday conversations into commerce.
Results:
• Over 85K stickers shared
• Over 700% increase in online traffic
• Strong brand presence among younger audiences during peak season
My role:
Led the strategic development of the project, shaping the core insight and identifying Panettone Day as the cultural anchor for launch. Worked closely with the creative team to ensure the idea remained culturally native, simple and scalable.
