Piraquê — Digital Campaign Planning

Academic project developed at FAPCOM focused on the full digital campaign planning for Piraquê — a traditional Brazilian biscuit brand founded in 1950 — with the goal of strengthening awareness of Cokie Piraquê and positioning it as Generation Z’s cool and indulgent snack.

The work built the entire campaign architecture: from market diagnosis and SWOT analysis to target audience definition, competitive mapping, creative strategy, channels, timeline, and an estimated budget of R$ 350,000.

Challenges

Repositioning a brand with strong nostalgic and traditional appeal for a young, hyperconnected target audience without losing the authenticity that made it iconic. The challenge was to develop a brand language compatible with TikTok culture — memes, trends, and creators — while staying true to Piraquê’s long-standing values.

Results

A structured campaign plan featuring TikTok-inspired creative direction, a content strategy led by Gen Z micro-influencers, physical activations at universities and metro stations, paid and organic media distribution, and real-time performance monitoring throughout a June-to-August campaign window.