BBB 22 debuted on January 17th and, with just a few hours of the program, has already been the subject of several controversies in the virtual world. One of them refers to the marketing strategy adopted by the Instagram administration team of some participants, who would, supposedly, be trying to copy the visual identity of the last champion of the program, Juliette Freire.
According to BBA and digital marketing expert Jennifer de Paula, the so-called ‘BBB’ is a ‘market moving machine’ and, in addition to being a great opportunity, it can also be an arduous challenge for social media managers.
“Facing cancellation, dealing with haters, maintaining constant surveillance, carrying out joint efforts, preparing content and creating a visual identity are some of the main functions of these professionals”, says the specialist.
According to her, looking for references can be a good thermometer to measure what works and what doesn’t, but there is nothing worse than an unprofessional design. “Copying an identity to deploy on your client can get in the way rather than help or make the job easier”, she warns.
Visual identity is closely linked to marketing planning, that is, it has to do with the customer and the customer’s audience in particular. “A good way out is to bring the concept of UX design, where we managed to get out of the visual identity concept just for aesthetics and bring an experience to the user”, details Jennifer de Paula.
For her, before trying to ‘copy’ another profile, it is necessary to do a research to trace common points between the client and the strategy previously used by someone else. “Each person brings a difference. It’s easy after the study to bring that into the visual identity,” she says. Former contestant on the show, Juliette, managed to represent this very well by turning the cactus into an element of her visual identity.
“When people look at that element, they think of Juliette. That’s why, when you ‘copy’ someone, you end up being forgotten, because when looking at that identity they remember the person who is responsible for it and don’t introduce you into something that already exists”.
Another example to be mentioned is the singer and former BBB, Manu Gavassi, who has a very active reference in the participants of the new programs that continue using the strategy she created, but in different ways.
“She created the offline video format and the other participants used it as a reference, but within their visual identity. A good current example is Arthur Aguiar, who left a similar video, but showing his personality and ended up going viral”, exemplifies Jennifer.
The specialist also draws attention to the ‘vices’ of professionals, who must pay attention to creating new plans and avoid delivering the same work to all clients. “Nothing is created, everything is copied. However, we always need to adapt and modify so that we are always improving what is already on the market”, she points out.
Vyni na lista?
This Wednesday (15), the wall formed comprises Vyni, Scooby and Gustavo. With Vyni being a priority in the elimination ranking, netizens discuss how the contestant relied heavily on past competitor Gil do Vigor, without success. With dances and takedowns that seem armed, copied and vacuum-packed marketing seems to be bringing the participant’s end of line in the house.
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