STILINGUE by Blip, a multichannel platform aimed at creating better digital experiences between brands and consumers through social listening and the potential of artificial intelligence, monitors conversations and repercussions on the reality show Big Brother Brasil on social media since 2022. This year, the company continues to map the main topics of the program and has just shared the BBB/insights report, referring to the window between February 8 and March 7, 2024.
One of the highlights of the study was that the program generated 16 million mentions on digital channels. March 2nd and 5th were peak days, exceeding more than 1 million conversations on each game day. According to the survey, the numbers are the result of changes in the game, such as wall formations, eliminations and the disqualification of singer Wanessa Camargo. Regarding the impact of the conversations on the participants, Davi and Fernanda were the most mentioned brothers, with 5.4 million and 1.6 million mentions, respectively. Wanessa (1.4M), Isabelle (1.3M) and Yasmin (1.3M) appeared next.
In the Top 5 ranking of advertising brands that stood out the most, Seara took the lead with 95,849 comments, and in second place came Chevrolet, with 71,571 brand mentions. Then came iFood with 28,340 mentions, Pantene with 21,725 mentions and CIF with 21,602 conversations related to the company. Leader Seara once again secured first place on the list, as also happened in the previous report. She promoted two actions that generated great repercussion: a specific action in the garden on February 20th and another at the Leader’s Test on March 7th. But what most leveraged your buzz were actions under the theme of realitybut outside the house, on social media.
Chevrolet sponsored the angel race, publicizing and delivering the Equinox to the winner of the contest, Michel. The brand also carried out Influencer Marketing actions on networks to boost its popularity even more. O app iFood delivery company was present on four occasions during the period: a party, an angel test and two actions, considering that one of these was in partnership with Mqui. Pantene provided a hair spa for the brothers on February 27th, and Cif promoted the most talked about party of the edition so far, with the presence of Xande de Pilares and Joelma.
In general, women continue to be the audience that most comments about the program (58% of the total) and Davi remains in the leadership of mentions, as pointed out in the previous report.
“Our mapping has the main objective of providing brands and companies with relevant information about the performance of brands within the BBB universe, bringing this with practical examples of marketing actions that impact the public, in addition to showing the relevance of the program to the economy as one all. This attention and strategic look at the relevance of Big Brother Brasil needs to be in a companies’ communication plan”, says Thiago Gonalves, director of Marketing Cloud at Blip.
Evidences
All disputes continue to be sponsored on reality. The most cited evidence was for leadership, and both under the resistance model. In the one sponsored by Meli, the brothers They needed concentration and agility to make deliveries, sending them to the sponsor. On February 22nd, the Ton brand was the sponsor and the confined people hung in pairs, on an inclined platform, wearing cell phones and cards, referring to the solution tap on phonenamed by the brand as Tapton.
On the other hand, Chevrolet and Delcia attracted attention, reaching the highest volumes of the period in direct citations to advertisers in testing situations. The margarine brand also used content and influence marketing to further leverage its buzz no give from insert no BBB.
STILINGUE by Blip also presented data for the week of March 7th to 13th, where the leading advertiser in comments was also Seara, with 47,729 citations during the period. Then came Stone with 14,099 mentions, Chevrolet with 11,959 comments, McDonald’s with 8,604 conversations related to the brand and Delcia with 5,381 mentions.
The research panel primarily includes conversations about the program (terms such as BBB, BBB 24, Big Brother Brasil and others in this sense make up the main search). Furthermore, to monitor the brands that sponsor the program, it is also included hashtags in this format: #MarcaNoBBB. In other words, #MercadoLivreNoBBB, #StoneNoBBB and #SearaNoBBB are some examples.
However, as a rule of social listening, the configuration of this research is constantly revised and improved, especially with regard to the actions of advertisers, following market movements. It is worth highlighting that hashtags more specific sponsors’ campaigns are only covered when cited in conjunction with terms related to the BBB.
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