Trend-led creator content for Nestlé, live in two weeks.

To stretch its Big Brother Brazil sponsorship, Nestlé needed a creator-led campaign live within weeks. A collaborative workshop with Meta and creator Vittor Fernando delivered a full Reels campaign in two weeks that drove 39% more clicks than average and 74 million+ impressions.

To stretch its Big Brother Brazil sponsorship further, Nestlé wanted a creator-led Reels campaign for the new, creamier formula of Nestlé Classic chocolate, using humour to land the product in those small moments of relaxation the show's audience knows well.

The campaign came together through a collaborative workshop developed with Meta, putting the brand team, Genero's creative strategists, Instagram's research team and production company NOMA around one table with creator Vittor Fernando, who created the campaign's characters and drove the very comedic trend it tapped into. One session set the creative direction; NOMA shot and edited from there.

Two weeks after the brief landed, Nestlé had a full suite of paid Reels ads plus an organic film shared to Vittor's 5.8 million followers. The campaign delivered 39% more clicks than Nestlé's average and more than 74 million impressions.