Collaborative creator production drives big brand and performance results.

Client: Casas Bahia

The brief

Major Brazilian homeware retailer, Casas Bahia partnered with Genero and Meta Creative Shop in a unique, collaborative ‘Creators with Craft’ process. Shop the Reels – pioneered by Meta and Genero – brings together social creators with professional creatives to produce Reels creative targeting both brand and performance objectives, in the one campaign

The objective

The overall goal of Casas Bahia was to uncover if the combination of two different objectives could drive positive results for their stand-alone social campaign.

"Even with the strength and tradition of the Casas Bahia brand, employing effective strategies to enhance ad performance is always important. In this case, specifically, the mix of formats enabled by using an influencer significantly boosted ad recall, delivering great results for the campaign."
Pedro Andrade - Media and Performance Analyst, Casas Bahia

The approach

In order to build the campaign, Casas Bahia joined Genero and Meta’s Creative Shop team in a Shop the Reels collaborative creative process, partnering with influencer Giovana Carolina, to be the face of organic content and ads.

Genero’s Creative Strategist conceptualized, scripted and produced the range of social ads and their assets, featuring Giovana showcasing the utmost ease of using the Casa Bahia app and making purchases.

Meta’s Marketing Science monitored the overall brand and sales performance of the Shop the Reels campaign against Casa Bahia’s previous campaign assets.

The results

The collaborative process between Genero and Meta resulted in Casas Bahia achieving its overall objectives, resulting in phenomenal brand and performance insights:

+19.7: incremental points in ad recall
-38%: lower incremental cost per ad recall
+61%: more incremental ad recall
+4.6: incremental points in message association