#Your sushi always
papila
In order to stand out among the various existing options of sushi in town, we needed to go beyond price to explore other qualities, bringing the experience as a great brand differential.
#YourSushiAlways was the concept adopted to connect with the consumer, exploring as many consumption occasions as possible.
Without claiming to be the best sushi in town, we explored different everyday situations that could be improved with sushi, selling our practicality to improve consumer experience and increase sales.
Our initiatives range from social network activations (Instagram, TikTok, Facebook, Linkedin and Twitter) to PR releases, CRM, offline activations, events, influencer strategy and an efficient media plan, bringing results beyond expectations.
Check some of our results in the end of this page.
Company: Papila
Role: Head Of Marketing
Results
Our results went beyond expectations, both in terms of marketing metrics and the evolution of the business as a whole,
considerably increasing the company's revenues and market share.
#Marketing results
During the campaign
Impressions.
+2,7MM
Engagement.
+182K
Engagement rate
+6,5%
#growth
Growth during the year.
Revenue Growth.
+232%
Market share.
+580%
roi
+2,8
Digital Content
For our content, we brought trends based on reports released by the main social networks,
connecting with the public through Humor, ASMR, curiosities, among others. (Check @papiladeli on Instagram for more)
Chef Bruno
Cozinha
Chef Bruno
React
Sushi
Ana Gabriela
Sau Sampaio
Sushi
Maria
Mustache
Key Visual
For our key visual, we adopted some market codes for fast food, but looking at a young and cool consumer public,
bringing the Papilla lifestyle to people's reality and daily lives.
Influence
As a strategic part of our campaign, we adopted communication focused on influencers and creators to increase our reach and awareness,
connecting with different communities horizontally. We chose between different profiles of creators to reach as many clusters as possible, considering the democratic status of burger.
@reviewsdomustache
1.760.464
Impressions
18.32%
Engagement
@sausampaio
388.133
Impressions
12.66%
Engagement
@sarahmattar
44.510
Impressions
1.45%
Engagement
@mariaeugeniarluz
16.149
Impressions
3.39%
Engagement
@marcelamorgon
984.327
Impressions
12.44%
Engagement
@lu_assaf
105.812
Impressions
5.43%
Engagement
@anagabrielaa
24.525
Impressions
3.32%
Engagement
@daviandrades
13.995
Impressions
3.88%
Engagement
@juliakbarni
897.252
Impressions
4.07%
Engagement
@carlossnchen
55.263
Impressions
7.48%
Engagement
@camilagmenon
22.379
Impressions
5.33%
Engagement
@mkarolqueiroz
12.982
Impressions
2.06%
Engagement
@arthurpaek
497.504
Impressions
14.94%
Engagement
@lucasvivot
52.900
Impressions
31.53%
Engagement
@tomersavoia
20.905
Impressions
1.43%
Engagement
Guerrilla
We created fake Tinder profiles, adding photos of one of our employees eating sushi. When we matched with someone
we sent them a discount coupon for their first purchase in our app.
Off-Line Activations
In our strategy to be present among the younger audience, we partnered with university students,
being within the college environment and relying on the students themselves to be brand ambassadors within their communities.
Events
Due to its practicality, burger is a product widely consumed in festive environments.
Based on this insight, we created a strategy to be present at different events, inserting our brand into people's funniest moments.
