Mother’s Day in Brazil is not just another date on the calendar — it’s one of the most essential moments for retail, when brands aim to be part of the cultural conversation and connect with millions of families during an emotionally charged occasion.
Hering, one of the country’s most iconic companies, seized this moment to launch its new collection and strengthen its connection with consumers in a modern, relatable, and inspiring way.
To achieve this, it partnered with Winclap Studio, a strategic ally in building creative narratives that connect brands and people. After a successful first project, Hering and Winclap joined forces once again in a campaign that combined creativity, cultural relevance, and flawless execution.
The approach
The strategy was designed to highlight the style and versatility of the collection, with a strong focus on social media behavior.
The campaign prioritized native formats and creators with genuine authenticity — those capable of inspiring and resonating with audiences for Mother’s Day.
It came to life through six Instagram Reels, each using a “try-on” format where creators showcased the pieces and suggested gift ideas in a light, aesthetic, and engaging way.
This emotional yet straightforward storytelling reinforced Hering’s positioning as a close and contemporary brand that understands its audience and celebrates family bonds with authenticity.
Creator selection was essential to ensure diversity of styles and a genuine connection with different communities:
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- Flávia Akemi, known for her aesthetic eye and trend connection.
- Eduarda Henriques, who brought naturalness and honest conversations.
- Manu Viana, with freshness and organic engagement.
- Maju Torres, with a strong, distinctive style.
- Bianca Darruiz, who stood out with a high engagement rate.
- Vitor Arruda, who added diversity and expanded the male fashion space.
The combination of organic content and Paid Media ensured a balance between massive reach and quality engagement. Winclap Studio led the entire process — from curation and negotiation to creator management — guaranteeing an integrated delivery with visual and narrative consistency.
Results
The impact was immediate: the campaign reached over 42 million views, taking the new collection to an audience far beyond the creators’ combined follower base (294K).
Another highlight was the number of saves (647) — a clear indicator that the content was perceived as inspiring and valuable enough to revisit later.
Beyond the numbers, the campaign solidified Hering’s digital presence, reinforcing the brand as a synonym for authenticity, style, and emotional connection.
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Conclusion
The Hering case shows the power of creative strategies that unite brands and creators around real stories, with agile execution, precise curation, and culturally relevant storytelling.
Winclap and Hering developed a campaign that inspired, engaged, and created value for both the audience and the brand.
More than a performance success, it was a celebration of creativity and collaboration — proving that when great ideas meet great partnerships, the impact is both immediate and lasting.
