Laricel
Cobranded campaign for Laricel and TikTok
Role
Creative Directon
Campaign development & execution
Timeframe
2021
Markets
Brazil
A co-branded campaign developed with Laricel to demonstrate TikTok’s ability
to drive measurable growth through culturally relevant storytelling.
Context
TikTok partnered with Larissa Manoela during the launch of her MVNO, LariCel, to drive user acquisition among Gen-Z audiences in Brazil. The campaign needed to introduce the partnership in a way that leveraged Larissa’s influence while remaining authentic to TikTok’s platform and creative language.
Within a 10-day timeline, we developed and produced TikTok User Growth’s first co-branded campaign in the market, creating a series of videos used across paid and owned channels.
Results
The campaign generated over 42M impressions.
Larissa Manoela amplified the launch through 10 organic posts to her audience of over 40 million followers.
Contribution
I led the creative direction of the campaign on TikTok’s side, collaborating with Laricel and an external creative agency. I was responsible for briefing, reviewing, and approving scripts, and ensuring the final creative aligned with TikTok’s platform tone and campaign objectives.