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In the digital ecosystem, simply having a presence on platforms isn't enough. Brands need to be relevant within the cultural context of each channel.

Based on this understanding, GINGA structured the TikTok campaigns for Friboi+ and Friboi Reserva, taking on the challenge of translating brand and product attributes into native, relatable, and viral content without disrupting the audience’s behavior.

The starting point was the character Valdir, who became the central theme of the strategy, connecting the brand with its audience through humor, conversation, and everyday situations. The character’s recurring presence helped humanize the messaging and place the products in contexts that reinforce perceptions such as care in preparation, careful selection, and convenience in choosing meat.

This initiative took shape as a content ecosystem designed specifically for the platform, combining different formats and editorial categories: original content, reactions to viral recipes, trends, opportunistic posts, and the “Tell Valdir a Gossip Story” branded campaign, created to encourage active audience participation and generate organic conversations within the platform.

In addition to its creative and editorial strategy, GINGA also leads media planning and data intelligence efforts, ensuring strategic distribution, ongoing performance monitoring, and content optimization over time. This integrated approach allows each piece to evolve based on audience behavior, striking a balance between brand-building and results.

Value creation emerges as a result of this process, in which proximity to the target audience, strategic consistency, and performance work together.

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