Focused on a strategic approach based on data and consumer behavior in order to generate more value for your actions, The Apothecary signed a partnership with TV Globo to be the first beauty brand to appear in Renascer, the network’s new 9pm soap opera. The presence of the beauty brand most loved by Brazilians in prime time provides consistency through personalized content during the chapters, individually designed to meet the needs of the brand’s main product categories.
The media strategy, created by AlmapBBDO, will begin in March and continue throughout the broadcast period of the plot, scheduled to end in September. It is the first time that the brand has invested in a perennial narrative in the 9pm soap opera on Rede Globo, involving different characters and contexts, to talk to different audience profiles and expand the reach of its vast product portfolio. In addition to appearing during prime time, O Boticrio will also have insertions on the broadcaster’s social networks.
We are very excited about this partnership, which is another step in our consistent work to create engaging narratives that increase the value of our brand to the public. Soap operas are an entertainment format consolidated in Brazil for decades, which has a loyal and engaged audience following the plots from beginning to end. It is precisely with them that we want to talk, present the most strategic categories for the business and be present at another point of contact with our consumers, highlights Natlia Calixto, director of Consumer Management at Grupo Boticário.
Even with so many options available for content consumption, free-to-air and paid television still emerges as a powerful communication tool. According to research carried out by Kantar IBOPE, in 2023, open and pay TV will have 84.8% of the public’s Ibope in relation to audiovisual consumption in Brazil. Of this percentage, the open network represents 73%.
Open television, especially TV Globo, is a fundamental part of our media strategy, especially considering Boticário’s capillarity. We are a comprehensive brand, capable of genuinely connecting with Brazilians and that is precisely why we are engaged in impact them in different ways, highlights Natlia.
AlmapBBDO, the agency responsible for the creation and execution of the project, highlights the importance of the partnership for insertions in the prime time slot of the largest television channel in the country.
“O Boticário has always built a relationship with soap operas throughout its history, however, with Renascer, it will be the first time that we build a brand with a strong and linear presence. The decision was based on a data strategy and internal study on consumer behavior, with the aim of creating connection and a 360 journey, with deliveries that reverberate and complement each other, for a connected and engaged audience”, reinforces Suellen Kiss, director of Media at Almap BBDO.
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