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

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.

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.

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 was also featured in Crescer Magazine, which earned the brand an average audience reach of 2 million. Plus, a MUSE award win!