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Case Mais Abracos 2000 x 1125

Mais Abraços Podcast

Kimberly-Clark

Helping parents navigate parenthood with Huggies.

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Silver Winner for Podcast

48M

Views for the Huggies brand across social media

89%

Overall brand exposure and healthiness rating

2M

Total audience reached via Crescer Magazine

Brief

To turn  inspirational content hub ‘Mais Abraços’ aimed at parents navigating parenthood, looking for resources and tips into a podcast to reach wider audiences.

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Solution

Through attentive social listening, we developed a content strategy centred around key themes for parents in their journey through parenthood. This strategy was supported by SEO best practices to holistically insert the podcast into the existing engagement strategy.

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What we did

We took a data-driven approach and finalised a content strategy aligned with parents and the parenthood journey. We created the podcast schedule consisting of 16 episodes and 4 series, covering topics from pregnancy discovery to the challenges of the postpartum period. To elevate the podcast’s authority, we invited an influencer from the parenting world to host as well as industry experts for each episode. The content strategy was backed by SEO best practices that seamlessly interlinked the podcast with existing social channels and initiatives.

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Results

Launched in 2023, the Mais Abraços podcast generated 48 million views for the Huggies brand across all social media platforms, with an engagement of 152K and an exposure and healthiness rating of 89%. The podcast also achieved great results in retail and celebrity sections, and it also featured on Crescer Magazine, which earned the brand an averaged reached audience of 2 million. Plus, a MUSE award win!

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Rodrigo Ribeiro


Managing Director

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