The debut of a participant in the most watched house in Brazil, as it should be, is always surrounded by news, day after day. And with the largest beverage delivery app in the country, it’s no different. New to the team of sponsors, Zé Delivery is showing that in addition to a quick, cold drink at a very low price, it is delivering a lot of fun, not only within the program with animated tastings, but also generating a lot of conversation on social networks for fans of the brand and from the program.
Proof of this are the numbers that the brand has been reaching during its stay at BBB 23. According to data from a study by Stilingue Global, in the last week, Zé reached 1st place in conversations on social networks among the program’s sponsors. The brand recently had more than 60,000 mentions in digital media.
Paola Mello, Head of Brand Strategy at Zé Delivery, says:
“We are the main beverage delivery platform in the country and achieving this title was only possible due to the fact that we are a democratic app, accessible to all people and that is present at all times, when meeting friends, at family gatherings, at work. soccer. We deliver much more than content, we deliver fun, joy and entertainment, which is why all our actions within the BBB are focused on getting even closer to our Zé Lovers, as our fans are called.”
Pop Room and Fun
Recognition as the most talked about brand in Brazil during BBB 23 is part of strategies that began even before the start of the program. The first of these was the partnership with content creators in actions on social networks, created in conjunction with Soko and Noize agencies, which ended up amplifying Zé’s image and various promotional mechanics. Another strategy has been built over the last five years, when Ambev innovated and created its own ‘War Room’, now called the ‘Pop Room’.
Unlike the ‘War Room’ concept, which works at specific times and large campaigns focused on just one brand, at Pop Room, a squad of multidisciplinary professionals brings visions as a culture about what people are talking about and helps to give consistency for the universe of each of the company’s brands. And for Zé Delivery to achieve this result, a true operation was set up that brought together dozens of professionals at key moments, such as the day the program premiered and when Zé was responsible for Prova do Anjo.
Just like the program, the brand came up with the strategy of also being present in moments of socialization between people, making any meeting between brothers and sisters even more special.
The application debuted making appearances on Globo’s programming and, shortly after, was responsible for the proof of the angel, which took place on Carnival Saturday. In the last week, with the aim of reinforcing the connection between the brand and the BBB, Zé invited Marcelo Adnet to run the “Diversão Room”. In a setting with aesthetics inspired by the reality TV’s control room, Adnet invites consumers to follow the platform’s social networks to win exclusive discounts and promotions that will be released by it throughout the program.
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