Challenge
TODDY wanted to strengthen its relationship with Brazilian teenagers at a moment when their attention was rapidly shifting from traditional advertising toward YouTube, gaming, creators and live-streaming culture.

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Idea
Instead of simply advertising to teenagers, TODDY decided to become part of their entertainment. In 2015, the brand transformed its iconic cow mascots into digital creators and gave them their own space: Quarto da Cowzação, a branded entertainment platform built around gaming, humor and internet culture.

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Execution
The room became the setting for weekly YouTube content in which TODDY's cows interacted, played games and created entertainment alongside some of Brazil's most relevant digital creators at the time, including Malena, Cellbit, TazerCraft, Karen Jonz, Marques Zero and Satty. Some content was also produced live for Twitch, allowing the brand to experiment with formats and platforms that were becoming central to teenage culture.

Rather than treating influencers as media placements, the project incorporated creators into the storytelling and content-development process. The platform continued through multiple seasons, evolving with new formats, gaming trends and creators while maintaining TODDY's irreverent brand language.

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Results
After its first year, TODDY's YouTube channel had reached more than 250K followers and 14.2 million views, while the project also reached Twitter's Trending Topics and earned the brand YouTube's Silver Creator recognition. One of its films, Cowzercraft, became the second-most-watched advertising campaign on YouTube in Brazil in August 2015.

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Impact
Quarto da Cowzação turned TODDY from an advertiser into an entertainment creator, building an always-on branded-content ecosystem around the interests, creators and language of its audience. It helped position the brand within Brazilian gaming and digital youth culture while creating a platform capable of extending into influencers, social media, live streaming and later cross-platform activations.