The Sweet Social Media Strategy Behind Pércimon’s Successful Campaign

There’s something special about Pércimon. This Colombian frozen yogurt brand has been standing out not only for its high-quality products but also for the way it builds emotional spaces where sweetness, connection, and love come together, creating loyalty and strong relationships with its customers. This past September, during the Month of Love and Friendship, the brand found the perfect way to bring that spirit to life through its campaign: “BFF – Best Feelings Forever.”

The campaign was strategically designed from the start. It began with branded pink posts showing friends enjoying sweet moments together, a clear nod to the month’s theme. Pércimon built intrigue with “stay tuned” posts before the big reveal: the launch of their new “Red Berries Yogurt with No Added Sugar” flavor, a perfect marketing choice. The flavor is widely loved, and its naturally pink color aligned beautifully with the visual identity of the season.

Instead of forcing a trend, Pércimon leveraged seasonality to position its new product as a symbol of friendship and shared moments. The campaign slogan and packaging message“Soft like our friendship,” beautifully reinforced that emotional connection. Throughout September, their feed was fully immersed in this pink world, transforming a simple product launch into an unforgettable brand moment.

Here are the essential components that made Pércimon’s campaign a social media success:

Emotional Storytelling

Every post was anchored in feeling. The captions talked about friendship, shared laughter, and simple joys. Using nostalgic 2000s songs like “Unwritten” and “Wannabe” gave followers that cozy, familiar vibe that instantly builds connection — a subtle nod to what Harvard Business Review calls “cultural branding,” where brands connect to shared emotions and cultural memories instead of just selling products.

Feed Consistency & Visual Identity:

The entire Instagram grid transformed into a pink, cohesive visual experience. From product close-ups to cozy pajama-party shots, everything followed the same tone — soft, feminine, and joyful. This visual consistency not only made the brand instantly recognizable but also created an immersive story experience, which strengthens brand recall and engagement.

Community Engagement:

Pércimon’s BFF Pajama Party Giveaway invited followers to tag their best friends and post stories enjoying their yogurt together. This wasn’t just a contest, it was user-generated content at its best. It encouraged authentic participation, giving the audience a reason to interact and amplify the brand message organically.

Authenticity:

One of the campaign’s most impactful moves was sharing a behind-the-scenes reel of the campaign shoot, showing the creative team, the filming process, and the laughter behind the camera. This reel captured the love and effort of the brand’s team in creating something meaningful — content that sparked nostalgia and invited customers to celebrate moments of friendship. This transparency reflects what Fitton calls in “Think and Act Like Your Consumer” the importance of “being human online.” It made the brand relatable by creating an experience that felt genuine and memorable.

The Bigger Lesson

Pércimon’s “BFF” campaign worked because it wasn’t just about selling ice cream. It was about celebrating relationships and making the brand part of a shared cultural moment. Successful modern brands don’t push products, they “cultivate communities and conversations around shared values.”

By combining emotional storytelling, visual strategy, and authentic brand voice, Pércimon proved that you don’t need a massive marketing budget to make an impact, you just need to understand your audience, speak their language, and show up with heart.