The Cultural Insight
In Hispanic cultures, Mother’s Day (or Día de las Madres) calls for more than just a last-minute purchase of a cute greeting card. It’s an incredibly involved holiday to honor the cornerstone of the family with large festive gatherings that feature tons of food, flowers and music.
The Challenge
We were tasked with strategically creating a piece of branded content for Instagram Reels that would increase top-of-funnel awareness, drive high-volume engagement at scale, and most importantly: Craft an emotional connection between Natura’s and Hispanic audiences to boost brand recall.
The Catch: We only had a 4-day period to run the campaign.
The Solution
When it came to matters of taste, we knew to turn to our trusted partner and Honduran-American food influencer, Chef Dafne Mejia.
We had the Hell’s Kitchen runner-up team up with the ultimate kitchen ally…her mother. The duo used Natura’s signature products to create a traditional Honduran breakfast. All while establishing a humorous, heartfelt bond with the audience, the brand, and each other.
We were able to create a viral moment for Mother’s Day weekend, driving high-level awareness for the brand. But beyond that, the video had an unprecedented clickthrough rate for what was supposed to simply be an awareness campaign. This beautiful mother-daughter moment captured the hearts of Hispanic-American audiences everywhere, establishing Natura’s as the enabler of beautiful family experiences in the kitchen.