Bauducco® $t1ck3rs

Context:
In Brazil, WhatsApp isn’t just a messaging app — it’s a cultural space. Stickers are a social language for young audiences, yet no brand had ever claimed that territory. At the same time, Christmas is a hyper-competitive season for panettones, with brands fighting for attention in the very digital conversations where people actually connect.

Our Challenge:
Create a low-cost, culturally native way for Bauducco to engage young consumers and drive e-commerce sales without relying on traditional media.

Insight:
If stickers are how young people express themselves, why can’t they also be how they shop?

Strategy:
Turn WhatsApp — and its sticker culture — into a direct path to purchase.
By embedding discount codes inside Bauducco-themed stickers, we turned everyday chats into organic shopping moments.

To give the idea cultural relevance (and a first-mover edge), we launched it on Panettone Day — an underused date no brand had claimed, and one Bauducco, as category leader, had the authority to own.

Idea:
“$t1ck3rs” — a sticker pack where every sticker contained a hidden promo code, turning conversations into conversions and making Bauducco part of holiday chats across the country.

Results:
85,000+ stickers shared
700% increase in online traffic
Strong brand presence among younger audiences during peak season

My role:
I led the strategic development of the project, shaping the core insight and helping to define the mechanic that turned conversations into a conversion journey. I also identified Panettone Day as the cultural anchor for the launch, guiding the team to own the moment before any competitor. I worked closely with the creative team to ensure the idea remained culturally true, simple, and scalable.