The Challenge
In a meeting at the end of 2023, Fernando Baldino shared his difficulties in keeping the audience active. Despite having a robust base of leads from previous launches and more than 80 thousand followers at the time (much more today), this audience remained warm, coming to life only during launch periods.
The Proposed Solution
Faced with this scenario, I suggested a very new idea, but one I had already seen some micro influencers applying: the “coffee with me”. Originally, the influencer invites followers to be in a live session with him in the morning period, showing him preparing and consuming breakfast while responding to followers live.
This dynamic generates a deep sense of connection and proximity, offering “common” people the opportunity to be together with their influencer, talking about common subjects.
From this inspiration emerged “Baldino, olha meu iFood!” – a weekly event where Fernando meets with his followers in Instagram lives at 10 am, drawing quick menu analyses for some participants.
How It Works
- Weekly Instagram lives at 10 am
- Real-time menu analysis draw
- Data collection in Google Sheets spreadsheet
- Sending leads to WhatsApp group
- Organic promotion on Instagram through posts and stories
Results Achieved
Since its creation, the strategy has proven extremely promising. In more than a year of execution, more than 10 thousand qualified leads were collected that entered the funnel for free and were later leveraged to advertise other products.
Some participants drawn for weekly analysis showed interest in other Fernando products, such as delivery consulting, evidencing the conversion potential of the strategy.
My Role in the Project
I participated both in the strategic conception of the project and in the creation of the visual identity, developing the logo for the weekly event. The expert’s adherence was fundamental for success, as the initiative fit perfectly into his personal and professional routines, becoming a moment of pleasure and genuine conversation with followers.
There were some times when people drawn for the weekly analysis wanted other Fernando products, such as delivery consulting. This proves, once again, the effectiveness of a good funnel entry product, as is Baldino, Olha meu iFood!
Tools Used
- Elementor: Website builder
- Forminator: Form plugin
- Google Sheets: Spreadsheet management
- Make.com: No-code automations
- Leadlovers: Email marketing platform and lead receiver
Impact and Learnings
The project demonstrated how authentic engagement strategies can transform warm audiences into active communities, serving as an effective entry point for the sales funnel and strengthening the relationship between expert and followers.
Conclusion
Sometimes the best strategies are the simplest ones. What started as an idea inspired by “coffee with me” became a lead machine that has been running on its own for more than a year.
Think about it: I created a WhatsApp group and a website just once. Since then, qualified leads arrive every week without me needing to do anything else. It’s practically an autopilot that continues bringing results.
The coolest part is that it didn’t cost a penny in paid media. While most companies burn money on Facebook Ads to get warm leads, here the audience itself engages, participates and still leaves satisfied with the experience.
This proves that understanding audience behavior is worth more than any advertising budget. A well-executed idea can generate value for years, in a sustainable, scalable way (and best of all, free!).
