According to Tunad, Carrefour and Coca-Cola have considerably expanded search access since the beginning of the reality show.
BBB 23 recently completed its first month on the air, with several brand actions on reality, which this year registered a record number of sponsors. This Thursday (23), Tunad released a survey on the third week of the BBB, with the aim of seeing how these actions impacted the search for brands.
The survey assessed the advertisements aired between January 29th and February 4th, the week that marked the debut of some brands in the edition, such as Estcio, Amstel and TikTok.
The company’s data showed that Estácio reached its search peak, with more than 4,000 searches per minute, generating an 893% uplift during the “Faz Seu Brilho” campaign break.
Amstel carried out an action with the participants during the period evaluated by Tunad and, in two minutes of activation, reached an increase of 1,685% above the average in the category surveys. TikTok, on the other hand, recorded a 50.8% increase in the brand’s average, which represents 790 searches per minute, at the time of the program.
Brands that have a strong recall, such as TikTok, tend to obtain a return on the call to action in the medium term, such as the increase in new account registrations. Therefore, the lifts seen during the merchant do not generate immediate results but rather brand building, explained Ricardo Monteiro, CSO and COO of Tunad.
The week was also one of expansion for other sponsors, which for the most part had a greater impact on searches for their brands, such as Carrefour, Coca-Cola and McDonalds, which expanded by more than 200% above the search average, compared to the previous week.
The supermarket chain Carrefour stood out, rising from a peak of 562% in searches in the second week, to an increase of 1,097% in the following week.
The jump in Coca-Cola’s results was also high and the beverage brand reached a 925% increase in the third week, while the peak was at 125% in the previous advertising. Meanwhile, McDonald’s, which registered growth of 662% in the first appearance, presented a growth of 953% in the average of searches within the category.
The best known brands do not tend to generate a very large number of searches per minute, however, the average uplift indexes of the categories also help in the thermometer of the companies on the effects of their merchants, if they are generating a positive call to action, completed Ricardo .
Chilli Beans
Earlier this week, Chilli Beans held a pool party inside the BBB 23 house. The pool party featured three environments designed to represent the materials used in the brand’s new eco-friendly collection, Chilli Beans ECO.
Meadow grass, recycled acrylic and biodegradable acetate make up the glasses and watches that were launched in the collection. The party’s scenography portrayed these different materials, which combined with lots of music and style, provided an incredible afternoon for the brothers and sisters.
As a result, the action generated a 50% increase for the brand in the number of hits to the website compared to last year’s edition. In all, according to Chilli Beans, there were more than 400,000 users while the program was on the air.
Still according to the company, more than 100,000 people used the virtual fitting room, developed with augmented reality technology that allows the customer to try on the glasses online.
