Itambé is the biggest milk brand in Latin America. The expressive number hides a market problem: being in the first place for so many years makes growth and brand expansion difficult. You have to sell more, and everyone already has Itambé in their refrigerator. To solve this, the client asked us for an idea that would talk to a new audience possibly interested in consuming milk: millennials. And to talk to them, we need to be aligned with their language. With that in mind, we have created a campaign that is present where they spend all day: Instagram. But we did not show up there just any regular way. We appeared in a way that they had never seen. For the first time, a brand used Instagram's search field to advertise their product. And it was us. We offer millennials a new way to consume milk: cooking.

Milk is the base of many recipes, but millions of Brazilians still see it mostly as a drink. So Itambé, the biggest milk brand in the country, wants to change people’s mind with InstaRecipes. The easiest way to find a milk-based recipe. First, open your fridge and check what you have there. Then, open your Instagram and search for a recipe using the corresponding emojis. Yes, we will input dozens of milk-based recipes and tag them with emojis. More than a low-cost campaign, a new culinary service.

There are millions of recipes scattered all over the internet. But not all of them use milk as an ingredient. So, we went after these recipes to show the public how it is possible to consume milk other than the most traditional of all: drinking. To find them, we made a giant taskforce, grouping all the search engines in one place. Through this, we managed to search for recipes in several mechanisms at the same time: Google, Facebook, Twitter, Instagram, Reddit. After compiling all these results, we sorted them out to find out which ingredients could be visualized as emojis. So, we selected 62 emoji of foods that were used in our recipes. And they can be found when combined with the Itambé milk glass. Combined in tags of different shapes. Example: if the user searches for "milk, egg and cheese" he will find the same as the recipe as if he had searched for "cheese, egg and milk". With all that stored date, we organized everything into one account on Instagram, containing more than 100 different recipes. All of them using milk and all of them findable through search for emojis.

781/5000 Searching for recipes by emoji is much simpler than writing words. But for each recipe, there are dozens of different combinations that can lead to it. That is, if the person fetches egg, cheese and milk, he will have to find the same recipe as milk, cheese, and egg. Therefore, for each sequence, we tagged all the possibilities of combinations present in it. Then we published hundreds of different recipes for people to find as soon as they search for these emojis. These recipes will be available forever, and they are endless, because we will always insert more recipes, always with the step-by-step how-to. In a few days, the company noticed an increase in the product’s buyback, because it was consumed at greater speed.

Milk is everything. So, we show Itambé milk as the base of many recipes. In a few days, the company noticed an increase in the product’s buyback, because it was consumed at greater speed. Through our research, we believe this is due to the fact that milk when used for cooking ends more quickly. That's why our campaign was successful. In addition, to describe the ingredients of dishes with emojis entered popular culture. Thousands of people started posting pictures of food with emojis describing what ingredients they have on the plate. Cooking programs on TV, culinary channels on social networks and Youtube, and even the largest delivery app in Brazil began using emojis to describe the dishes available on the menus of various restaurants. With total reach of 1.8 million, all this effort had a market impact, increasing sales of the best-selling milk brand in 20%.