The Challenge
Lemon had several features that regular people didn't know about. For example, you can pay by scanning any Mercado Pago QR directly from the Lemon app and get Bitcoin cashback on every purchase. You can also receive transfers from abroad if you're a freelancer, save in digital currency to protect yourself from inflation, or pay with PIX to Brazil instantly. The problem wasn't the product (the features were there and useful) but how to get people to know they existed. When we tried explicit, promotional content, the videos simply didn't work: they barely got a thousand views and engagement was almost zero. The real challenge was finding that sweet spot where content could go viral while still generating real conversions, where people would start discovering Lemon organically and begin asking in the comments about the features we wanted to promote.
The Solution
We developed a strategy that combined two very different types of content. On one hand, videos with viral angles that sparked curiosity and generated conversation with a native, genuine tone, touching on topics people genuinely wanted to discuss and share. On the other hand, niche videos focused on the ideal customer profile, showing concrete use cases: how to receive transfers from abroad as a freelancer, how cashback works when paying with QR, how to save in digital currency, or how to send transfers to Brazil with PIX. The key was constantly rotating creators and testing different formats week by week. Some creators went more viral but converted less; others had less reach but their audiences downloaded the app. That continuous experimentation allowed us to refine which combination of creator, format, and message worked best for each objective.
Results
We reached over 2 million views and approximately 4,000 downloads from qualified users. But beyond the numbers, the most valuable thing about this campaign was all the learning we gained in the process. We discovered which creator profiles converted best and which generated more reach. We understood which video formats worked for awareness and which for conversion. And most importantly, we saw how people started asking about Lemon in video comments, requesting more information about the features we were promoting. That constant iteration between creators, formats, and messages was fundamental to finding the balance between virality and conversion we were looking for from the beginning.