WhatsApp Business SMB
Acquisition Campaign
Client: Meta Brazil
Role:
Creative Concept
Content Strategy
Art Direction
Production Coordination
design & Editing
Year: 2025
A digital campaign developed with the Meta Brazil team to inspire small and medium-sized businesses to adopt WhatsApp Business as a tool for growth, driving them to boost posts on Instagram and Facebook and lead customers to their chats.
Working across the project end-to-end, from concept and content strategy to creative direction, production coordination in São Paulo and final editing, I helped shape a campaign designed to feel native, relatable and grounded in real entrepreneurial stories.
01
the idea
Small business owners trust what feels close, familiar and real. We approached the campaign by speaking their language: creating a relatable character inspired by real entrepreneurs, local culture and everyday challenges.
The “Narrator” format guided the storytelling, shaping a clear structure across all assets and ensuring consistency in messaging.
02
the visual
direction
The visual direction focused on building a world that felt real and familiar, and stayed true to the brand.
We defined the tone, environments and visual language based on cultural references and audience insights, grounding the campaign in everyday Brazilian life.
Real homes became the core setting — warm, lived-in spaces that reinforce the idea of small businesses growing from everyday environments.
03
the
production
The production was developed with local teams in São Paulo. We coordinated the process remotely — from casting and locations to props and setup — and traveled for the shoot to work alongside the client and production team.
The goal was to bring Cissa’s story to life in a way that felt natural and true to the initial concept.
04
the final
assets
The final stage focused on shaping the material into a cohesive set of campaign assets.
The campaign was deployed across multiple platforms and formats, including video and static ads for Meta, Google and YouTube, as well as educational content for landing pages.
This selection highlights a small part of the overall output, showcasing the range of executions across formats.
If you'd like to work together,
feel free to reach out!
Email luliachaval@gmail.com
LinkedIn linkedin.com/in/lucia-achaval/