As Christmas approached, the critical sales period for Bauducco's flagship product, the Panettone, the brand faced a challenge: to capture the attention of a large audience, including younger consumers, in a digital, cost-effective way. The brief was clear: create an engaging, low-cost digital campaign that brings the Panettone into people's festive purchase consideration, specially expanding our audience for younger people. The goal was to boost engagement and drive e-commerce sales, offering a seamless blend of fun and utility. In the context of staggering 93.4% of Brazilians use WhatsApp, with stickers being a cultural staple. Bauducco leveraged this by turning stickers into innovative vehicles for hidden e-commerce discount codes. This strategic use of a beloved digital medium provided an immersive experience that felt native to young Brazilians, prompting not just dialogue but delightful e-commerce discoveries during Brazil's most cherished holiday.

With "Stickers", we created a new media format making the most of the universal appeal of WhatsApp stickers among Brazilians, especially during the communal holiday season, to transform this new way of digital communication into a playful, native, effective e-commerce tool. Research revealed that an astounding 93.4% of Brazilians use WhatsApp, with sticker exchange being a daily habit, a true national passion. Data showed this activity peaks at Christmas, aligning perfectly with Bauducco's Panettone sales. These insights guided us to embed discount codes within WhatsApp stickers, integrating tradition with innovation. Customers got hooked on hunting for discount codes and were led straight to Bauducco's online store, where festive chats turned into festive shops.

Inspired by insights into Brazil's keen use of WhatsApp, where 93.4% of the population engages in daily chats, the Stickers campaign was crafted for the youth at the heart of digital trends. Capitalizing on the festive season's spike in WhatsApp activity, the strategy placed Bauducco at the center of holiday conversations. Stickers featuring hidden discount codes mirrored the platform’s energy, resonating with users' social habits. This strategy integrated Bauducco into WhatsApp chats organically and engagingly, merging shopping with the popular habit of sticker sharing, enhancing brand engagement and boosting online sales.

The "Stickers" campaign rolled out on WhatsApp, sharing custom Bauducco stickers with hidden discount codes for Bauducco's Panettones. In Brazil, where stickers are a national passion, influencers on Instagram and TikTok also jumped in, helping spread the message wider. The launch, timed just before the Christmas buzz, synced perfectly with when people chat the most, aiming for the biggest splash. It was a country-wide move, getting the vast WhatsApp crowd talking and trading stickers, pushing the fun of finding deals and driving folks to buy from Bauducco e-commerce. It was a clever play to mix the holiday spirit with smart shopping hooks.

Bauducco's sticker campaign transformed WhatsApp into a dynamic engagement platform, igniting excitement among consumers. By embedding discount codes in special stickers, this strategic move nurtured an exclusive, highly engaged community and dramatically expanded Bauducco's reach, generating over 15 million impacts.

Handing out 65,000 stickers in only five days led to a 7x increase in online shopping visits over the Christmas season. Reflecting the campaign's effectiveness, Bauducco witnessed a consistent rise in positive brand perceptions. The campaign's success was also perceived in the brand's image, with a steady growth in positive impressions. This innovative approach marked a successful engagement and brand enhancement effort, demonstrating the effective use of popular digital platforms in order to promote customer interaction and loyalty.