Comfy Mood

The Project — Developed exclusively for the Brazilian market, this campaign positioned Superga Brazil’s most comfortable silhouettes through the lens of the emerging athflow trend, highlighting footwear designed for comfort, ease, and everyday wear at home during the pandemic.

While aligned with the brand’s global direction, supported internationally by ambassador Hailey Bieber, this was a fully local campaign created specifically for Brazil, with strategy, creator partnerships, and execution tailored to the Brazilian consumer.

The campaign centered on influencer partnerships with Brazilian creators selected to strengthen relevance with Gen Z audiences: @mariaabrasil (750K+ followers), @maitee (850K+ followers), @biancapaiva_oficial (1M+ followers), @tabatha (50K+ followers), @gabriellacborges (100K+ followers), and @dudasartori (60K+ followers).

Content created by each influencer was simultaneously published on their personal Instagram profiles and on Superga Brazil’s owned channels, with additional rollout across Stories, website banners, and WhatsApp sales materials, creating an integrated launch across both brand and commercial touchpoints.

My Role — I led the local campaign strategy and content rollout, managing influencer partnerships and ensuring the execution aligned with both brand guidelines and local market relevance.

This included identifying and selecting creators whose audiences aligned with the campaign objective, defining content direction, and overseeing how assets were adapted across Instagram feed posts, Stories, website banners, and direct sales communication.

I was responsible for translating the campaign into a fully localized experience—connecting influencer storytelling with product visibility, customer engagement, and conversion opportunities across channels.

Results — The campaign successfully strengthened Superga’s visibility with a younger audience while reinforcing the brand’s positioning around comfort-driven, everyday style.

Through partnerships with six Brazilian influencers reaching a combined audience of over 2.8 million followers, the campaign significantly expanded reach and created stronger relevance with Gen Z consumers. Content performed strongly across both influencer profiles and Superga Brazil’s owned channels, maximizing awareness and engagement.

One top-performing influencer post reached 6.8K likes on the creator’s profile, while another influencer content generated 384 likes on Superga Brazil’s Instagram, demonstrating strong audience resonance and successful content amplification across owned and partner channels.

The campaign also extended into website banners and WhatsApp sales communication, creating a seamless journey from brand awareness to product discovery and purchase intent.