For Kibon, I created a series of TikTok and Reels videos built around trends, viral audios, pop-culture references, and Brazilian cultural elements, integrating the brand’s products into highly native, engaging, and platform-first storytelling.
My approach combined real-time trend monitoring, adapting creator-style formats to the brand universe, and crafting videos designed to spark conversation, sharing, and community interaction. The result was content that felt authentic, fun, and perfectly aligned with how users naturally engage on TikTok.
Two of these videos organically surpassed 100,000 views, with no paid amplification, demonstrating strong cultural relevance and high engagement potential. One of the videos was even showcased on stage at TikTok Brazil’s industry conference, recognized in the category of Best Use of Pop Culture Trend, highlighting its creative impact.
These videos played a key role in building an engaged TikTok community for the brand. People weren’t just commenting because they liked the ice cream - they were reacting to the storytelling, humor, references, and the creator-like tone that made the content feel truly native and relatable.
*Esse vídeo foi apresentado pela própria plataforma do TikTok como case de sucesso em trends.
*Texto cocriado com Gabriel Campos
*Texto cocriado com Gabriel Campos
*Trend envolvendo os títulos e cores dos álbuns da cantora Taylor Swift
*Texto cocriado com Gabriel Campos
*Texto cocriado com Gabriel Campos
*Trend de dancinha com filtro das mãos
*Texto cocriado com Gabriel Campos
*Trend baseada em áudio viral
*Vídeo da editoria "Uniresponde"
*Texto cocriado com Gabriel Campos
*Conteúdo do calendário mensal de publicações
*Releitura da divulgação do álbum 1989 (Taylor's Version), da cantora Taylor Swift
*Trend "#popipo"
Agência: WP/N
Cliente: Kibon
Textos: Eduardo Victor Souza / Cocriações com Gabriel Campos
Revisão: Gabriel Campos, Gabriel Cruz
Direção de Arte: Pedro Henrique, Marcel Viviani, Aline Monteiro
Período: 2023