Ogilvy, WMcCann and HNK Lab are examples of companies that set up multidisciplinary teams to detect opportunities for clients
One of the main entertainments of the first months of the year on Brazilian television, the BBB has made agencies set up complete structures dedicated exclusively to reality, 24 hours a day, seven times a week.
The objective is clear: to monitor all movements inside the house and see how a fact inside reverberates outside, in order to enter into conversations on social networks, create interactions and engage the sponsoring brands with the public.
Ogilvy is one of them. The agency, which has Nestl as the sponsor of the program, has an operation made up of a multidisciplinary team with nine professionals dedicated full time to the BBB.
Valeria Desideri, social commerce creative at Ogilvy, explains that the center was structured in shifts capable of meeting the needs of the plan and, above all, of keeping up with the main dynamics of the house.
“We hold daily routine meetings, where we discuss the day-to-day, special actions and integrate with customers and the various important areas, such as CRM”, he says.
Announced as a sponsor of BBB 23 at the end of last year, Nestl debuted in reality in the place that was occupied by Lacta. In this edition, in addition to the actions, the brand is responsible for supplying chocolates in the leader’s room.
As Vinicius de Medeiros, senior project manager at Ogilvy, tells us, the agency’s core seeks to maximize Nestlé’s sponsorship at the BBB, creating second-screen opportunities, conversations and interacting on networks. “We mapped all the moments of tension to understand where the campaign concept can naturally enter social networks”, he says.
WMcCann
Chevrolet and Seara are the two clients for which WMcCann does 360 work, which includes monitoring social networks. On the GM side, for example, there are 26 people from areas such as service and projects, editor, art director, production, content, among others.
As for Seara, there are 30 professionals in total who are divided between media, content, influencers, planning, creation, etc.
On a day-to-day basis, head of content Patrcia Colombo says that the BI teams at each center feed the platform called BBB Central, where all agency professionals, including clients, can access the data being monitored.
We have a plan that started long before the 1st of the BBB 23, with actions designed for each foreseen moment. However, it is the unpredictability of reality that sustains, with the support of monitoring, real time initiatives, be they simpler posts or larger content initiatives, he says.
HNK Lab e Amstel
WPP’s operation responsible for the development of creative content, the HNK Lab also has a nucleus focused entirely on the BBB 23, made up of 30 professionals, who work for Amstel, the reality’s official beer.
We also have two Insights and Opportunities sessions every day where the team seeks conversations, opportunities and interactions so that Amstel highlights its communication in digital environments in a positive way, emphasizes Nabil Carone, director of content at HNK Lab.
The executive also says that the main idea is to integrate what happens on TV with what goes to Amstel channels on social networks. According to him, the BBB audience is always looking for connected communication, so we need to go beyond TV on networks.
The social is our tool to make a prolonged communication, beyond TV, with a looser, more natural language and even hooking up with conversations that are reverberating on the net.
Carone also says that one of the main insights of the BBB is always being close to the participants’ supporters and fans. He says these fandoms have the ability to amplify brand messages.
” there (on social networks) where we have more creative freedom to expand all our messages and to create special projects. The social, at a certain point, guides what will be shown on the BBB night, and that makes our networks a channel that has a lot of relevance within conversations”, he points out.
weekly report
Despite not having any customers on the list of BBB 23 sponsors, CP+B entered into a partnership with Emplify and Winnin for the ‘Radar (espidinha) Magenta’, a dashboard released weekly that details the evolution of participating brands, in addition to to bring, above all, a watchful eye for insights.
As an example, the agency recalls the case carried out inside the house by actress Bruna Griphao and Gabriel Tavares, already eliminated from the BBB 23, about the abusive relationship. According to CP+B, the topic generated more than 437,000 interactions on social networks during the period.
In addition, it reinforced the importance of brands as allies in socially relevant issues, going beyond the sale of products or services. Michele Gruc, director of strategy and data at CP+B, says that having a single area made up of strategy and data is an opportunity to do an intelligent reading of the facts.
“The idea is not to launch yet another dashboard with data about the BBB, but rather to bring weekly insights with a close eye on brands and the possibilities that arise from these interactions,” he says.
Gruc says that the agency’s strategy and data area contributes to all projects. “When we apply intelligence to data, the strategic process takes shape and becomes essential to point out ways for the creative team and deliver effectiveness in campaigns for our clients”, she says.
record of sponsors
The BBB 23 reached a historic number of sponsors: 12 brands that share the three main quotas. At Big, there are Seara, Stone and Mercado Livre, which replaced Americanas. Amstel, Pantene, Downy and TikTok are in Camarote, while Hypera, McDonald’s, QuintoAndar, Ademicon and PagueMenos are with Brother.
In addition, other advertisers acquired participation quotas and extra shares, such as Coca-Cola, Chevrolet, Chilli Beans, Doriana, Dove, Z Delivery, Nestl, Riachuelo, Piraqu, among others.
(Credit: Globo/Paulo Belote/ Disclosure)
