To build hype ahead of the launch, we created two weeks of mystery and anticipation under the hashtag #DeixaArder, using unbranded influencer content to spark curiosity among Gen Z. The buzz peaked with a secret live showcase hosted by Gen Z icon and brand ambassador Chico da Tina. Over 100 personalised invites were sent to influencers and key tastemakers to fuel intrigue and drive conversation. To maximise impact, event-specific content co-created with influencers was released just 30 minutes after the event began, aligning perfectly with the brand reveal.
