As at the beginning of every year, the most watched house in Brazil always breaks audience records and dominates the national scene. Big Brother Brasil provokes a series of emotions in viewers, who become attached to the narrative and create expectations about the reality show. All this visibility and engagement is taken advantage of by sponsoring brands, which outline strategies to increase brand recognition in the market, providing marketing insights.
Sponsorship marketing is accompanied by strategies
That are based on a concept that is widely twitter database used today: influencer marketing . As a way of strengthening ties with their respective target audiences, brands promote interactions between participants and their products through merchandising practices. The focus is on associating the brand’s image with the most watched people in the country at the moment, that is, we are in front of a large showcase with enormous power to influence the consumer’s final purchase.
Brands that sponsor BBB:
There are three ways in which brands peru phone number library can appear on BBB. The first is the Big category, which is the most expensive and, consequently, has the longest airtime. Brands that are in the Big category usually appear in important moments of the reality show, such as parties and tests, where viewership is usually higher.
The second form of advertising is Camarote
which marketing insights that offers less screen time. Finally, the third is Brother, which is the cheapest and is usually carried out by brands such as McDonald’s and Quinto Andar. All businesses that are divided into these categories pay to be on BBB, with the aim of increasing their audience and, consequently, their sales.
An example of these sponsorships is Riachuelo
which is replacing C&A on BBB 23, dressing mobile list the participants and sponsoring the angel’s lunch. Another example is the fabric softener brand Downy, which was present on the reality show in the last edition and continued with the sponsorship in 2023. In addition to appearing on screen and interacting with the participants inside the house, many of these brands also interact with the public, using methods such as merchandising, which will be explored later in this post.
5 marketing insights
1) Storytelling
Much more than just a reality show on a national scale. BBB is marketing insights that also a source of many insights into the reality of marketing. Especially with regard to the participants’ trajectories. This is because the return that BBB brings and what makes thousands of viewers watch the program with dedication goes far beyond the prize of more than R$1.5 million. Both inside and outside the house, the reality show shows us, over the course of three months, different narratives of each of the participants, through storytelling, a marketing strategy. But what does this have to do with BBB?
Storytelling is the strategy of telling stories and creating
narratives that generate identification with the audience. The program itself and its structure create opportunities for participants to create their narratives. Based on dynamics. Parties, alliances, “powers and punishments” and actions such as nomination for the wall and confessional moments. It is in these moments that participants build their narratives. Showing their personalities, positions and strategies in the game, seeking to connect with the audience.
Inside Brazil’s most watched house
each of the 20 participants takes on a specific role, from the show’s villain to the “plant”. In order for the marketing insights that public to choose their favorites, they need to identify with the players. So, it’s up to them to chart their path within the reality show, in a way that captivates the public with the narrative being told.
One way that many contestants engage
with make it easier to identify the “character” created by the contestants. One example would be the winner of the 21st edition of BBB, makeup artist Juliette Freire. Originally from the Brazilian Northeast. She used the cactus emoji on her social media. Reiterating, to the outside world. The northeastern personality she was showing in the house.