ABOUT

Concept
Lusiaves, a leading poultry brand specializing in fresh, frozen, and processed chicken products, sought to develop a strategy highlighting the world’s best protein while increasing Instagram followers, brand awareness, and engagement. The idea revolved around bringing the brand’s identity online by creating a dynamic social media presence rooted in humor, product promotion, and interactivity. The “Frangastic” character, previously a sticker, was reimagined as a vibrant personality embodying the brand’s values and irreverent tone, becoming the centerpiece of communication. This included thematic sections focused on humor, recipes, product launches, and challenges to engage and entertain followers.

Execution
The strategy expanded Lusiaves’ presence across Instagram with engaging visual, textual, and interactive content. This included videos, animations, carousels, and interactive stories with polls, questions, and quizzes. Offline actions, like brand activations in Big Brother 2023, collaborations with singer Rosinha, and participation in the Arraial de Benfica, were integrated online to enhance reach and impact. Paid media campaigns supported the content, ensuring broader visibility and interaction.

Results
The diversified content strategy strengthened Lusiaves’ presence on social platforms, significantly increasing its follower base and boosting audience interaction. The brand achieved higher awareness and loyalty, deepening its connection with both existing and potential consumers while reinforcing its identity as the go-to choice for quality poultry products.