Carolina Pinheiro CEO

ABOUT

What was the brief?
North Star, Bata Chile’s youth sneaker brand, needed to win relevance among Generation Alpha during Children’s Day — a key commercial moment. The challenge was to remain culturally connected in a market where traditional product-led messaging no longer resonates with kids raised on TikTok, meme logic, and absurd digital aesthetics. The brand had to communicate functional attributes (durability, comfort, breathability) while speaking in a language native to this generation.

What was the approach?
Instead of adapting a conventional campaign to social media, we built an original Brainrot universe from the ground up. Inspired by the Italian “brainrot” aesthetic trending on TikTok — chaotic, surreal, character-driven — we created 10 original illustrated personas, each with exaggerated names, absurd backstories, and iconic catchphrases.

Every character was directly linked to a specific North Star sneaker model. Product features were translated into imaginative metaphors embedded within each persona’s world. The visual system embraced saturated palettes, dramatic compositions, and scroll-stopping density designed for vertical short-form video. The execution was platform-native, episodic, and scalable — turning sneakers into characters rather than commodities.

What was the result?
The campaign reached +9.8M people, generated +8.3M digital views and +15M impressions, with 6.5% engagement and +1.2M content interactions. It earned +120 press mentions and +$5.2M in earned media value with zero additional investment. Most importantly, North Star shifted from being an affordable sneaker option to becoming a culturally fluent brand within Generation Alpha’s digital universe.

MADEIT CREDITS

  • North StarClient
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