Content × influencer × conversion · Brazil F21

84M impressions. 102K Rappi clicks.

Cultural permission for JD in the BBQ (#churrasco) occasion + a measurable lower-funnel signal — in one campaign.

Content partnershipBrazilInfluencer
14.4M Completed video views ↑ 14% above plan
PEOPLE REACHED
27M+
across all platforms
BLENDED CPM
$1.08
vs. $5.78 benchmark
PURCHASE CLICKS
102K
verified Rappi click-throughs
CONTENT LICENSE
12 mo.
ongoing reuse rights
THE PLAYBOOK

How a BBQ partnership earned a year of brand inventory

Jack Daniel's Tennessee Whiskey owned the formal whiskey occasion in Brazil but was invisible at BBQ — the cultural moment whiskey-curious Brazilian men 25-44 actually celebrate.

We partnered with Tastemade Brazil (700K monthly visits, 17M+ followers) to produce occasion-specific content. Tastemade posted organically across their channels (5.5M impressions, 25% of media weight); we amplified through paid FB/IG, YouTube TrueView, and Spotify audio (78.8M impressions, 75% of weight).

Geo-targeted across São Paulo, Rio, Brasília, Curitiba, Goiânia. CTAs routed traffic to Rappi for measurable purchase intent. Brand retained a 12-month license to redistribute the content across owned channels — a year of free creative inventory from a single partnership investment.

How we built the partnership

  1. Tastemade Brazil partnership for BBQ-occasion content with native organic distribution + paid amplification.
  2. Multi-channel paid: FB/IG for reach, YouTube TrueView for completion, Spotify audio for ambient context.
  3. Geo + interest audience layering across São Paulo, Rio, Brasília, Curitiba — plus BBQ-affinity nationally.
  4. Negotiated a 12-month content license — a year of free creative inventory from a single partnership investment.

What it produced

  1. 84.3M impressions delivered (14% above plan) across paid + organic channels.
  2. 14.4M completed video views — Tastemade content outperformed our historical (longer-form) creative on completion rate.
  3. 27M+ unique Brazilians reached. Blended CPM $1.08 vs. $5.78 category benchmark.
  4. 102K verified Rappi click-throughs as direct purchase-intent signal — content that converts.