Connect a global brand to Rio's food culture - credibly.
Coca-Cola and Time Out wanted to land the Foodmarks campaign credibly in Brazil with a campaign that felt earned, not paid. No boosted posts, no media spend - just creators choosing to be part of a cultural moment in Rio.
The cultural anchor for the Brazilian leg was a tribute to Cazuza, the late Brazilian singer famously fond of pairing meals with a cold Coca-Cola. That moment had to be respected, not just used as a hook.
Two phases, ten creators, one tribute.
Phase one was an exclusive Coca-Cola event in Leblon, where Brazilian singer Jão performed a tribute to Cazuza. The event celebrated Cazuza's love of pairing pizza with a cold Coca-Cola. Our influencers captured and shared the atmosphere with their followers.
Phase two extended the idea outwards. Time Out built an interactive map of Rio's most iconic Foodmarks - the city's defining food spots. Our ten creators visited the locations and produced content inviting their audiences to explore the city's food culture with a Coca-Cola in hand.
The ten creators were hand-picked across tiers - from mega-creators like Richard (2.4M) to mid-tier voices and micro-creators with high local credibility (Justen at 30K, Pedro at 22K) - so the campaign reached both mass and culturally specific audiences in Rio.
More than a promotion, this was a partnership between Coca-Cola, Time Out and the city of Rio.
219K organic impressions, 4.7% ER, zero paid spend.
We led with TikTok and Instagram for content distribution, and asked every creator to share organically - no paid promotion, no boosted posts.
The 10 creators have a combined audience of 4.68M followers. Of that potential audience, the campaign drove 219K+ organic impressions and 10K+ direct engagements across the event and Foodmarks phases - a 4.7% engagement rate on people who actually saw the content.
Beyond the numbers, the campaign built a working relationship between Creators Brazil, Coca-Cola and Time Out - anchored in something genuinely cultural, not just promotional.
A cross-niche, cross-tier cast of Rio voices.
- 10
- Hand-picked creators across all tiers
- ~20
- Content pieces across 2 phases
- 10K+
- Total engagements across all content