How Canva Turned “40 Eggs a Day” into the Most Talked-About Campaign (and How mField Measured It with YouScan)
Some campaigns start with a blank page.
This one started with a meme.
Earlier this year, Brazil had a collective “wait, WHAT?” moment when Gracyanne Barbosa—fitness icon, reality-show star, and pop culture magnet—shared she eats 40 eggs a day to keep up with her routine. People didn’t just comment… they spiraled (in the most Brazilian way possible).
Months later, mField brought that moment back with a campaign idea for Canva:
What if Gracyanne launched a luxury egg brand… built entirely in Canva?
And then YouScan came in to answer the question everyone had after the jokes landed:
Did it actually work?
Why Gracyanne was the perfect face for it
Canva and mField didn’t just pick a fitness influencer. They picked a walking cultural reference.
Gracyanne already had:
a strong association with “super-fit” discipline
reality show relevance (BBB energy travels fast)
the 40-egg moment baked into the public imagination
So when the “egg brand” appeared, it didn’t feel random—it felt like a continuation of a story everyone already knew.
The creative angle: memes, puns, and an “inside joke” Brazil instantly gets
The campaign leaned into Brazilian wordplay and meme-language, including:
a pun with “Belo” (her famous ex-husband; also means “beautiful” in Portuguese): “irresistible because she has a thing for a belo visual”
jokes riffing on her name (“Gracy” / “graça”)
cultural references that pulled people in without trying too hard
It was designed to feel like something your friends would share before you even realize it’s an ad. 😅
The “this looks real” moment: PR kits + a new Instagram account
To make the launch feel legit, the campaign included:
physical PR kits sent to influencers (with packaging that looked like an actual product)
an official Instagram account for the “brand” that quickly climbed to ~40K followers
And yes—people fully treated it like a real product drop.
Where YouScan came in
For this project, mField used YouScan to measure the campaign’s real impact after launch—going beyond surface-level metrics to understand what people were actually saying, sharing, and feeling. The analysis focused on:
reach and engagement at scale
visibility beyond obvious mentions
sentiment and the why behind it
audience clusters (who got pulled into the conversation)
The headline results
180M+ views
~9M engagements
~40K followers on the newly created Instagram account for the “brand”
Big numbers… but the best part was what those numbers were hiding.
Plot twist: “negative sentiment” was actually a demand signal 😭🥚
When we looked at sentiment, one thing stood out: Negative mentions were unusually high.
Normally, that’s when everyone gets nervous.
But when we broke it down by aspects, the “negativity” wasn’t dislike—it was frustration:
People were genuinely excited… then annoyed when they realized the eggs weren’t real and they couldn’t buy them.
That frustration did two very useful things:
It proved the campaign created real desire for a product that doesn’t exist
It pushed Canva more clearly into the conversation—because that’s when many users realized, “wait… this was made in Canva?”
In other words: the “negative” wave helped complete the message and fueled the “genius marketing move” narrative.
Visual Insights: the mentions you miss when you only track text 👀
Another fun finding came from Visual Insights.
YouScan detected influencer posts where creators showed the PR kit, but didn’t mention the brand in the caption. Text monitoring alone would undercount that impact.
This is exactly where image recognition earns its keep: it captures visibility even when people forget (or “forget”) to tag or name what they’re posting.
Audience Insights: it escaped the fitness bubble (and that mattered a lot)
This campaign could’ve easily stayed locked inside: trainers, nutritionists, gym culture, fitness accounts.
But it didn’t.
Audience analysis showed strong interaction from communities like:
K-pop fans
art & design audiences
music lovers
That’s a big deal, because the campaign’s message was universal: You don’t need to be a designer to build a brand using Canva. Reaching outside the expected bubble meant the concept wasn’t just “Gracyanne content.”
It became a broader internet moment.
Cultural impact: when the government references your campaign 🇧🇷
At peak virality, the campaign’s cultural footprint got so strong that even the official Brazilian federal government account referenced it.
That’s one of those signals you can’t manufacture—only ride (and measure).
Takeaway
This campaign is a great example of why measurement matters even when the idea is already strong.
With YouScan, mField was able to uncover:
why “negative” sentiment was actually enthusiasm + frustration
hidden reach through unlabeled visuals
audience expansion beyond the expected niche
And it gave them a clean story to tell: A meme turned into a brand launch, powered by Canva—and its impact measured through YouScan insights.
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