A survey showed that the actions that had the most repercussions were those of Fiat and Engov, which had peaks in search growth above 10,000%
The first month of BBB 22 passed and, during this period, five participants said goodbye to the house and 15 brands appeared on Globo’s screen, generating more than 282 thousand mentions on social networks.
According to the broadcaster, BBB 22 has reached more than 32 million viewers daily, in addition to having registered a 57% increase (+8 audience points) in the hourly average.
Even though the game is still being considered ‘lukewarm’ by reality fans, Globo decided to extend the program, which will have 100 days, just like last year’s edition.
It is notable, however, that the BBB is no longer just a reality show whose prize is money. Today, in addition to the R$ 1.5 million, people look for visibility, as well as brands that invest high amounts to have their names stamped on the most watched house in Brazil.
According to Tunad, 19 merchandising actions have already taken place in the first month of the reality, and the actions that have had the most repercussions, so far, have been those of Fiat and Engov, which had peaks in search growth above 10,000%.
PicPay had the most prolonged effect, keeping the audience’s interest for an hour. The company has participated, so far, in three important tests of the BBB 22: immunity of the Camarote group, in the first week of the program, the back and forth test, in the formation of the fourth wall, and the leader test on this Thursday (24).
According to PicPay, during the immunity test, for example, new user registrations on the platform were 123% above the expected performance. The back and forth competition, held on February 13, registered a brand recall of 85.9% among the program’s viewers.
In addition, a survey by TV Globo among the BBB 22 audience showed that 75% of viewers intend to use PicPay.
Avon activations also had a good impact: the brand reached a peak of 3,804% in searches. The volume of searches for the term “Maleta Avon”, the brand’s first action in the house, peaked at 5,324%.
AMERICANS AND AMSTEL
A survey by the social listening platform Stilingue showed that the brand most commented on in this period was Americanas, with 80,500 mentions, which was present in two competitions disputed by the brothers, a one-off action and the sponsorship of weekly market purchases by home.
During the first test, the brand registered a growth of more than 60% in the use of coupons in the Americanas app. In the barbecue action, the brand had a growth of more than 80% in the use of coupons in the app and an increase of more than 50% in visits to the website and app.
From the start of the program until now, Amstel has seen a 350% increase in mentions on Twitter and has surpassed 20,000 citations on the network, generating more than 270 million potential impressions.
According to the company, two moments that helped to leverage these numbers were the Amstel angel test, held on January 29, and the Amstel Ultra action, on February 17, which were the actions that most engaged and generated conversations. in the network around the brand.
Hypera Pharma has two brands in the program: Engov and Neosaldina. During that month, Engov reached 18 million impressions with the content destined for the program, with posts that had 378,171 engagements and more than 1 million views on the videos.
On the brand’s Instagram, the company reported that the amount of clicks on the platform increased by 20% on BBB-related posts.
In the case of Neosaldina, the contents destined for the program reached 19 million impressions, totaling 448,053 engagements and more than 2 million views on the videos.
Posts related to participants and program moments achieved an engagement rate of 51.9% on social networks. In the last week, the brand reached the best interaction rates, being 16.08% on Twitter and 8.17% on Instagram.
99, responsible for the angel lunch, reported that it saw a 337% increase in engagement with media users. The company also highlighted a 25 percentage point increase in positive brand reviews and a 24 percentage point decrease in negative, across all channels.
Fiat told the PROPMARKthat the brand’s presence in the program is in line with the company’s expectations.
“Our result indicators show that the program remains relevant to the portion of our consumer that watches it and we are very confident that the next visibility actions will have a lot of impact and contribute to our goals”, said Frederico Battaglia, CMO Stellantis South America. .
According to a survey carried out by Rede Snack, what was most seen in this first month of the program were memes, with 35%, followed by excerpts from the program (32%), news (13%) and consumption (4%). regarding the material produced by the brands, demonstration of interest or intention to purchase a product related to the BBB.
The research concludes that the BBB is about people but also about brands, since 12% of the analyzed content had the presence or mention of a brand, including those that are not sponsors of the program.