Dica da Ka

About Dica da Ka— Karina Milanesi, known as Dica da Ka, is one of Brazil’s leading DIY and customization creators. With an audience of over 1 million subscribers on YouTube and more than 2 million followers on Instagram, she is widely recognized for transforming everyday products into highly engaging, style-driven content.

The Project — This campaign was developed to promote a limited-time gift-with-purchase activation at Superga Brazil. Customers who spent above R$500 online or in-store received an exclusive pair of skinny scarves, designed to be styled in multiple ways beyond traditional shoelaces.

To amplify the activation, Superga partnered with Dica da Ka, whose expertise in customization made her a natural fit to demonstrate the versatility of the product. The campaign centered on a video created by Karina and simultaneously published on both her channels and Superga Brazil’s social platforms. The rollout also included a live giveaway on Instagram, website banners, and WhatsApp communication shared by the sales team.

My Role — I led the influencer partnership and managed the campaign rollout across digital and customer-facing channels.

My responsibilities included identifying and securing the creator collaboration, coordinating campaign deliverables, and overseeing how the activation was translated across social media, website banners, and sales communications. While the hero video was conceived and produced by Karina, I directed the supporting creative for Superga’s owned channels to ensure a cohesive brand experience throughout the campaign.

Results — The campaign generated strong engagement and immediate customer demand, validating both the influencer partnership and the product’s appeal.

Instagram posts published on Superga Brazil’s account performed strongly, with key posts generating:

• 676 likes

• 543 likes

• 337 likes

Through the partnership with a creator reaching more than 2 million followers across Instagram, the campaign significantly expanded visibility and highlighted the versatility of the skinny scarves. Customer response was strong enough that the promotional inventory sold out quickly, revealing an opportunity to introduce the accessory as a permanent product within Superga’s assortment.