I am based in the state of São Paulo, Brazil. I am fluent in Portuguese, as it is my native language.

One successful social media campaign I led was for a Brazilian Instagram page focused on recipes. Our goal was to boost engagement and grow our follower base organically by connecting more deeply with our audience’s everyday cooking habits.

I designed a weekly campaign called "Recipe of the Week" where we posted quick, accessible, and budget-friendly meals using local ingredients and trending audio. I paired the content with polls, Q&As, and “choose the next recipe” stories to make the audience feel part of the process.

We also introduced a community hashtag, encouraging followers to recreate the dishes and tag the page. I would then repost their content in our stories, building a stronger sense of community.

As a result, the page saw a 30% increase in engagement within the first month, including a noticeable boost in saves, shares, and comments. The campaign also helped us gain a significant number of new followers organically, and several posts went semi-viral on Explore and Reels.

More than the numbers, what made it a success was how connected the audience felt. Many followers started sharing family stories or tips in the comments, which created a warm, interactive space around food. That sense of community was exactly what we were aiming for.

To ensure the content I create truly resonates with the target audience, I combine empathy, data and storytelling. I always begin by putting myself in their shoes, understanding the lifestyle, humor, struggles and curiosity of the target audience. I dive into their world by following conversations on platforms like TikTok, Instagram, Twitter (X) and Reddit, paying attention to the memes they share, the slang they use and the issues they care about.

At the same time, I complement this intuitive approach with solid research. I use tools like Google Trends, TrendHunter and BuzzSumo to track what's currently capturing attention and analyze emerging topics. I also study audience insights and demographic reports to better understand their values, preferences and pain points.

Authenticity is a core value in everything I create. I use real-life language and references that feel familiar to my audience, so the content doesn’t just entertain, it connects. I believe storytelling is one of the most powerful tools to make people feel seen and understood. Whether it’s through relatable anecdotes, humor rooted in everyday campus life or posts that reflect shared frustrations and aspirations, I strive to evoke emotion and spark genuine conversations.

Feedback plays a crucial role in my process. I closely monitor engagement, including comments, shares, likes and even silent reactions, to understand what truly resonates. I treat each post as part of an ongoing dialogue. If something sparks debate or enthusiasm, I build on it. If something falls flat, I analyze why and adapt accordingly.

Ultimately, my goal is to create content that feels like it’s coming from within the community, not just for it. I want the target audience to see a post and think, “That’s exactly how I feel” or “This is so me.” When content reflects the audience’s own experiences with authenticity and creativity, that’s when it truly makes an impact.