Itaipava, Brahma and Heineken are among the most mentioned companies on social media during the period
A ranking of the most talked about beer brands during São João 2024 pointed to Itaipava as the most mentioned company on social media during the period. The company ranked first in terms of conversation volume, accumulating a total of 10,016 mentions on platforms X (formerly Twitter), TikTok, Instagram and Facebook.
São João boosted a volume of mentions and comments 295% above the average, highlighting June as the best month. On X, the brand also ranked 1st in the trending topics with the hashtag #ItaipavaNoSaoJoao, between June 19 and 22, 2024.
Data from the Stilingue platform, used by Itaipava and WMcCann to map campaign metrics from May 14 to June 30, 2024, showed that Itaipava’s content with the campaign ambassador, Ivete Sangalo, and influencers Álvaro and Gustavo Rocha, who joined the brand’s team for sponsorship during São João de Petrolina, highlighted the brand as the most talked about.
Brahma and Heineken complete the top 3 most talked about brands, according to the survey.
“The result shows how choosing influencers taking into account cultural movements and their affinities makes all the difference in generating authentic conversations. Furthermore, our strategy focused on São João de Petrolina, which has been growing and standing out, has made our squad more tangible and gained relevance. We chose to invest in a high-performance event and this allowed us to create a more significant and engaging impact with the public”, says Diego Santelices, communications and media manager at Grupo Petrópolis.
The Itaipava São João campaign, signed by WMcCann and titled “Ita-no coração, a cerveja do nosso São João”, highlighted the brand’s passion for the traditional northeastern festival. With Ivete Sangalo as ambassador, the campaign celebrated the culture and traditions of São João, featuring an exclusive song and a commemorative can co-created in partnership with artist Cristxine. During the festivities, the brand sponsored São João de Petrolina and was present at PNZ Sunset and Arrasta Pé.
