How could a global brand like Nissin truly engage with local audience? Nosso Sabor is an instant ramen made for the North and Northeast consumers in Brazil, regions known for their cultural specificities. So, we connected regional content creation with a big global trend, K-pop.

Our idea was to invite influencers who truly resonated the local culture. We asked them to make a parody of their own content, but we also created a version of the piece in K-pop style, resulting in two – culturally based – music videos. Then, we invited the audience to choose which version they liked the most.

We knew we had to talk to the audience of the region in their own way. So, we decided to find influencers who could resonate with this rich culture. That was the case for “Fundo de Quintal OFC”. They are Youtube content creators famous for making low budget parody videos of music hits in their style. But we wanted to do something even more unexpected to start a conversation among our audience: connect regional culture with the K-Pop global trending. We went ‘Glocal’.

The huge trend of K-Pop music makes Brazil the 5th largest K-Pop music market in the world (2020 Spotify). So, our creative idea was to turn Fundo de Quintal OFC’s next hit song into a K-Pop inspired music video. They were going to “parody themselves” and we would let the audience decide which video they liked the most: a new "K-Pop-inspired style" or their original style.

Brazil's a "continent country". It means we have cultural specificities inside each region. That's the case for the North and Northeast, which are the target of the instant noodle Nissin Nosso Sabor. These regions are known for its vibrant and rich culture that leans on traditions, accents, and of course, culinary tastes. The product uses the strong and intense flavor of coriander – a very popular ingredient in dishes in the region and an important brand differentiator.

The campaign needed to reflect this authentic audience expression and promote regional talents. So, our challenge was to engage with the local culture and avoid sounding like an outsider to our audience. Besides all of that, the mandatory mood was to be funny and entertaining, a Nissin essential brand personality.

The campaign had two phases. The first one took 20 days, during August 2021 and the second one took 28 days, during January 2022. In the first phase, we released the music video versions in different moments to create an unexpected response from the audience. In the second phase, our insight was to renew the public discussion, so we released the two creatives simultaneously.

This campaign was built entirely in a digital mindset. We knew that the type of content that Fundo de Quintal OFC created was a little longer than what people expected from digital ads. But that wasn’t an issue for us because they were praised precisely for their authentic content. so that Nosso Sabor would be more a sponsor of their videos than the actual “content creator”. We chose Instagram and Facebook as our placement during both phases, and Youtube was also present during the first one.

The campaign was a success, and it gave Nissin Nosso Sabor great recognition: 26.5MM views, 739K engagements, 15K shares and a sales growth of +16%. The idea was praised by the comments and people who really appreciated the “new” and “old” styles of the group, also inside the Brazilian K-pop community. More than numbers, the result we liked the most was the support on the local culture and praising authentic