A Petrobrasin partnership with the agency W3hausreturns with the second season of the web series ‘Mochileiras’. Developed with a language and format specific to the digital environment, the series highlights the cultural richness and plurality of Brazil in each episode. Like the first season, the trip around the country is led by creators who visit places where Petrobras has projects to encourage culture, bringing their unique perspectives and styles to production.
“We will present a second season of ‘Mochileiras’, now with an even greater focus on Brazilian culture as a transformative force and driver of our country’s development. Petrobras believes deeply in encouraging diversity of territories, themes and audiences, and we are excited to showcase this cultural richness throughout the episodes,” highlights Petrobras’ Digital Communications Manager, Gustavo Ferro.
The first episode of this season is set in Campina Grande (PB), known for hosting one of the largest São João festivals in the country, which in 2023 brought together more than 2.93 million people. creator Ray Neon visited and recorded at Parque do Povo, the location of the party sponsored by Petrobras, in addition to exploring museums, restaurants and other significant cultural points in the city.
In this second season, the web series adopts the Creator-First Content model, placing the creator at the center of content production. Using their own languages, points of view and creativity, they produce the material, making the content more authentic and interactive. This strategy provides a collaborative and constructive experience focused on the audience, especially Generation Z and the creator community, who are already familiar with these formats and languages.
In addition to Campina Grande, visits are scheduled to other cities, such as Parintins (AM), the site of the famous Parintins Folklore Festival, recognized as a Cultural Heritage of Brazil by the National Institute of Historical and Artistic Heritage (Iphan). In total, there will be thirteen episodes released biweekly on YouTube, with cuts and formats adapted for Petrobras’ social networks, including Instagram, TikTok and LinkedIn.
“Last year, we managed to reach more than 12 million views on YouTube with the 13 episodes of the series. This year, we evolved our work to a model even more focused on co-creation. We understand that for the series to have its success expanded beyond YouTube, we need to give space to the authenticity and creativity of the creators. No one is better at creating reels and videos for Tiktok than content creators on their own phones, without large production structures. We are integrating the authentic voices of creators and the perspective of the regions we visit, providing a collaborative experience that genuinely connects with the series’ target audience, showing Brazil’s cultural diversity, and consequently, bringing engagement”, points out Marcello Rullo, Creative and Content Director at W3haus.
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