Grazi Recebe — Natal estrelado
A four-episode Christmas web-series for Ferrero Rocher hosted by Grazi Massafera — recipes and DIY décor written as a continuation of the 'special moments' platform, not as another seasonal push.
Context
The brand's 'special moments' platform had done its first season well and risked fatigue in the second. The task was to evolve it — to give it a face capable of carrying recipe, décor and celebration under the same voice — without repeating the previous year's formula.
Grazi Massafera came in as the through-line. 'Grazi Recebe' — four short films of around two minutes each — followed her through step-by-step recipes and decorative items in the DIY register that was carrying so much of YouTube's food and lifestyle audience at the time.
Distribution was built as an ecosystem: the digital series on YouTube, Christmas playlists on Spotify, more than fifty tailored pieces on Facebook, Instagram and Pinterest, and a parallel TV film produced by Publicis — all pulled together by the same signature.
Challenge
Extend a working seasonal platform without letting it curdle into repetition. The real risk was audience fatigue; the opportunity was to bring in a host who could hold recipe, décor and celebration under one register, and to build a distribution plan that treated Christmas as a season, not a launch day.
Role
I led content strategy at Content House. My work was to diagnose what had earned another year on air and what had to be retired, to argue for Grazi Massafera as the through-line, to shape the four-episode arc, and to design the multi-platform release so the season had a rhythm — not fifty pieces of the same weight.
Approach
Audit the previous season honestly
Diagnose what stayed in the audience's memory and what deserved to be dropped — then write the second year against that reading, not against the first year's deck.
Choose a voice, not a face
The host had to carry elegance without losing warmth, and had to be legible across recipe, décor and gift. That is a casting decision, not a celebrity pick.
Curate for the routine, not the fantasy
Recipes and DIY items that fit the reality of hosting at home in December — small enough to try, generous enough to feel like an occasion.
Design the season, not the launch
A multi-platform release across YouTube, Facebook, Instagram, Pinterest and Spotify with more than fifty derived pieces, staged across the weeks of Christmas rather than dropped on a single date.
Execution
- 01'Grazi Recebe' concept and scripts for the four episodes
- 0250+ derived digital pieces for Facebook, Instagram and Pinterest
- 03Seasonal editorial plan and Spotify playlist curation
- 04Creative direction for production in partnership with Casa de Vídeo
Outcome
The season consolidated 'special moments' as Ferrero Rocher's seasonal signature in Brazil, became an internal reference for the local operation, and opened the door to the sustained use of a brand host in the years that followed.
Credits
- ClientFerrero Rocher Brasil
- AgencyContent House
- StrategyBruno Rothstein
- CreativeClarissa Sá
- ProductionCasa de Vídeo
- HostGrazi Massafera
