Bauducco is the largest manufacturer of panettones in Brazil. Our main challenge was to show that every single Christmas moment matters to the brand.

Everyone chooses their Christmas presents carefully. Then they make an ugly job of packing those presents.

To show that for Bauducco every litle bit of Christmas matters, we invited people to use Instagram Stories to create their own grift wrap.

The effort ran on a single day, from 10 am to 4 pm, with 72 Stories printed. As this was not a promotion and did have enough time to deliver it all over Brazil, the media was segmented for the city of São Paulo only.

The effort ran on a single day, from 10 am to 4 pm, with 72 Stories printed. As this was not a promotion and did have enough time to deliver it all over Brazil, the media was segmented for the city of São Paulo only.

We ran it for one day only on Bauducco’s Instagram account with no media investment. The results were immediate:

70+ gift wraps in just one day;

Average time interacting with the brand: 7 minutes;

88% positive mentions on social media;

Reach on the day of Print Stories: 119,224

More than 14 million views of the GIFs created during the campaign period;