Buzzmonitor also detected the brands that most engaged on this date; 36 brands from the 20 largest advertisers in the country were analyzed
A study carried out by Buzzmonitor analyzed the posts about Women’s Month from the 36 brands of the 20 largest advertisers in Brazil, according to Kantar-Ibope. The publications made on Instagram by brands such as O Boticário, Caixa, Hyundai Brasil and Budweiser were analyzed.
The survey showed that 50% of the brands did not allude to the date or present women in the images they posted between March 1 and 8. However, another 50% of the brands addressed the issue in their communication. In total, 118 posts were mapped in the period.
Of the brands that made posts that address the feminine, 77.8% talked about Women’s Month – Antártica, Aussie Brasil, Banco do Brasil, Budweiser, Caixa, Casas Bahia, Cerveja Corona, Downy Brasil, Hyundai Brasil, O Boticário, Rexona Brasil , Seda, Supermercados Guanabara and Vivo. There were also brands that represented women in their ads, but without reference to the date (22.2%).
Within the universe of brands that mentioned the date, the contents mentioned empowerment (14.29%), presence of more women in the job market (21.43%), entrepreneurship (42.86%) and overcoming challenges (21 .34%).
On the topic of entrepreneurship and projects, Casas Bahia publicized its foundation to support female entrepreneurs. Seda, on the other hand, highlighted its mentorship for women.
Cerveja Corona, in turn, created a fund for creators, and Budweiser celebrated the date with scenes from its reality show, which encourages new rappers in the music scene. In addition to them, Caixa and Banco do Brasil highlighted their financial services to promote businesses that were created by women.
In the hygiene category, Downy Brasil, Aussie Brasil and Rexona addressed the topic from the perspective of how women overcome challenges. Aussie and Rexona brought female figures related to the practice of sports, while Downy represented women with the help of influencers Camilla de Lucas and Camila Queiroz.
There were also brands that took advantage of the date to talk about the role of women in the job market, especially in professions considered strongly masculine. To illustrate the theme, Hyundai Brasil showed its employees on the factory floor. Similarly, Vivo brought in women who work on its technical team.
Finally, 14.29% of the posts analyzed by the survey brought empowerment as the main theme. O Boticário launched the #DiversaBeleza movement and, with it, an image bank with photos of women who represent diversity. On the other hand, alluding to breaking patterns with the theme of humor, Antarctica portrayed women who are passionate about beer.
Most Engaged Brands
In the ranking of the five brands that achieved greater engagement on Women’s Day, the following stand out: Casas Bahia, Seda, Caixa, Banco do Brasil and Supermercados Guanabara. Of them, four addressed the theme of entrepreneurship and incentive to the women’s project.
BRAND | POSTS THEME | MEDIA ENG. (08/03) | AVERAGE ENG. PAGE |
Bahia houses | Entrepreneurship and projects | 12,21% | 0,50% |
That | Entrepreneurship and projects | 2,18% | 1,8% |
Cashier | Entrepreneurship and projects | 1,49% | 0,40% |
Bank of Brazil | Entrepreneurship and projects | 1,32% | 0,78% |
Sup. Guanabara | Market presence (employees) | 1,27% | 1,15% |
The boticario | empowerment | 1,12% | 0,36% |
Downy Brazil | Overcome challenges | 0,97% | 2,18% |
Rexona Brazil | Overcome challenges | 0,80% | 0,18% |
hyundai brazil | Presence in the labor market (employees) | 0,62% | 0,89% |
Antarctica | empowerment | 0,59% | 0,08% |
Aussie Brasil | Overcome challenges | 0,56% | 0,11% |
Vivo | Market presence (employees) | 0,46% | 0,47% |
Budweiser | Entrepreneurship and projects | 0,05% | 0,11% |
Corona | Entrepreneurship and projects | 0,05% | 0,04% |
