CASES
Mother's Day
How do you translate a feeling as pure as a mother's love into a campaign?
For Frimesa, the answer lay in the music.
We adapted a song that lives on in Brazil's memory and created a tribute that went far beyond a film: it became a collective declaration of love, with the participation of the public and influencers.
Press play and see how a melody can generate great results.
Specialties in this case:
AWARD-WINNING CASE
Best Creation and Best of the Best in the Digital/Mobile category at the ABEMD Awards.
Challenge
The challenge for Frimesa was to find a genuine and relatable way to honor mothers, avoiding clichés and the saturation of the season. This campaign would not only evoke emotion but also generate a true and memorable connection with Brazilian families, strengthening the brand's presence in their homes.
Idea
The idea was to create a “true statement” across multiple platforms. The central pillar was a reinterpretation of the song “Sou Eu Assim Sem Você” (That's How I Am Without You), a sentimental classic, in a moving film. The campaign unfolded on an online platform where children could create personalized videos with their own photos. To complete the project, a team of influencers took the tribute to the kitchen, creating recipes with Frimesa products for their mothers.
Main results
Nearly 15 million views for the main film.
A 64% reduction in cost per reach and almost 90% reduction in cost per view.
Lowest cost per click (CPC) in the brand's history, down 87%.
+30% increase in engagement rate on social media and landing page.
Hundreds of personalized videos created by users.
