MAIS ABRACOS
-
///HUGGIES PODCAST
///ROLE: CONCEPT+CREATIVE DIRECTION
Huggies' "Mais Abraços" was already an essential content platform for parents navigating the anxieties of raising a child. Our challenge was to deepen this relationship, evolving from a helpful resource into a trusted companion. In a world of conflicting advice, we needed to build brand authority and foster genuine, active engagement with parents in a way that traditional advertising could not.
Our strategy was to expand the "Mais Abraços" ecosystem by launching a flagship podcast. The choice was data-driven: audio consumption among Millennial and Gen Z parents had grown by 30%, becoming a primary source for connection and information. A podcast would allow us to deliver expert-led, empathetic content in an intimate and convenient format perfect for a busy parent's routine.
Across four seasons and 16 episodes, we covered the entire journey from pregnancy to postpartum life. Hosted by a relatable parenting influencer and featuring different health experts in each episode, the content was all planned
based on data, SEO insights, and the real-life questions parents were asking. This wasn't just a podcast; it was the audio core of a fully integrated content strategy.
​
A great podcast is not enough; it needs a powerful amplification engine. We executed an omnichannel strategy that included a targeted PR push for every episode (generating approx. R$200k in earned media), active community management in three major Facebook parenting groups to spark conversation, and a robust media partnership with Crescer magazine, Brazil’s leading parenting publication.
​
The results validated our content-first approach. The podcast ecosystem generated over 48 million views for Huggies, with a brand health score of 89%. To put this performance into perspective, this sustained content strategy delivered nearly five times the views of a one-off, high-cost influencer event (R$505k), proving the immense efficiency and long-term value of building a brand through genuine support.
