The application registered 200,000 new users since the start of the program and the hashtag #BBB24 surpassed 6 billion views
Kwai made its debut as a sponsor of Big Brother Brasil this year and, just a few weeks after the end of the reality show, it is reaping the rewards of this bet.
The analysis of the first two months of the attraction pointed to a positive impact of the partnership, as the application reinforced the brand’s memory among users and reached a larger audience interested in entertainment content.
According to the company, from the beginning of the program on January 8th until now, the application has registered more than 200 thousand new users, in addition to an increase of 500 thousand active daily users in the last two months. The hashtag #BBB24 also surpassed 6.3 billion views on the platform.
“Kwai’s principle is to offer complementary content to traditional media, through diverse videos and original and exclusive formats, in order to improve the community experience and attract new users. Having a partnership with BBB expands our reach as a brand and reinforces our presence in the digital entertainment scene with results that corroborate this”, stated Claudine Bayma, general director of Kwai Brasil.
The signature “Bom pra Kwai”, created by BETC Havas especially for actions related to the BBB, registered a total of one million posts with the hashtag #BomPraKwai, which represents more than 5.7 billion views. The campaign’s music, always played during Kwai’s appearances on BBB, was used in 8.7 million posts, surpassing the barrier of 9 billion views.
According to the Stilingue by Blip study, in the third week of the program, when the application debuted on the program with the leader’s test, Kwai was the most mentioned brand on social media with 17 thousand mentions. In relation to the first month of the program, the application was in fourth position, with 25 thousand mentions.
Among the activities that Kwai can do in the reality show is the series of “Turbinadas do Leader”, wrapped in “Good Moment for Kwai”, in which the leader of the house is presented with a surprise offered by the app during the party in his honor and, In this period, there was a 22% increase in the average number of daily interactions about Kwai on official social networks compared to days when the brand was not included in the program.
