A study by IMO Insights revealed the scope, audience and awarness of the brothers and sisters of this year’s edition of Globo’s reality
In addition to being a ‘stage’ for the numerous actions of brands, the BBB is also a reality show that in each edition has revealed names for the role of influencers. So much so that, for a few years now, most of the participants enter the house with their eyes more focused on what the program can add, for example, in terms of followers for their social networks.
A survey carried out by IMO Insights revealed the advertising potential of the BBB 22 brothers and sisters, taking into account the popularity of each participant, the awarness and dividing the campaign approaches that can best adapt to each participant.
According to the study ‘De Olho no BBB’, Arthur Aguiar, Jade Picon, Pedro Scooby, Paulo André, Linn da Quebrada and Douglas Silva would be classified by the survey as ‘comprehensive’, that is, with capacity for campaigns of national reach and for the general public.
In another part, called ‘targeted public’, are the participants Tiago Abravanel, Naiara Azevedo, Brunna Gonçalves, Maria and Natália. For the IMO Insights study, these names would have potential for national campaigns, however, focusing on a specific audience.
Jessilane, Slovenia, Gustavo, Rodrigo and Vinicius are, according to the survey, characters for niche actions, with a smaller reach, and aimed at a specific audience. Finally, Lucas, Bárbara, Eliezer, Luciano and Laís would have limited potential for actions on social networks and publishing posts.
Eduardo França, coordinator of the communication and marketing course at ESPM Rio, guarantees that identification is the main point for brands to decide who should be the face of campaigns. “Our relationships are formed by the identity approach. We are not attracted by the opposite, this is an urban legend that was created. We approach by similarity, by parity”, he said.
According to the research, personal image and events inside the house shape which advertising categories each of the participants best fits into.
The combination of famous and anonymous people at the BBB opened an even greater range for companies, but it is possible to say that, in the last two editions, the anonymous participants were the ones that most caught the attention of the brands.
One of the main examples is Juliette Freire, winner of the BBB 21, who joined the program in the Pipocas group and became a case in social networks, with more than 30 million followers and a high power of engagement, which made the paraibana to become the face of several brands, such as Americanas, Samsung, Avon, among others.
“At the beginning of the program, Juliette showed an ‘I’ that people identified with and ended up generating a legion of fans who saw themselves in her. This whole process happens because the population projects itself on these people who gain visibility, because they legitimize our causes and our expectations”, explained Eduardo França, coordinator of the Advertising Communication course at ESPM Rio.
For the ESPM professor in Rio, Pipoca participants humanize the brands, making it better connect with the target audience. “They are the representation and bring the humanization of the brand, because every brand will have its traits of values, personality. Every process starts looking at a demand, a gap and there a relationship is built, seeking precisely this identity proximity”, added the coordinator. .
Legitimacy
Luciéllio Guimarães, founder of Imagem Academy and Social Image Strategist, the BBB public seeks legitimate representatives, who, according to him, will only be legitimized with values and conduct that translate the real image of society.
“The character of the personality is unique and the opposite of that will always be imitation. I believe that the phenomenon Gil and Juliette had an absurd force because people stayed at home, in quarantine. And they were able to show their personalities to more people. This year the audience returned to the streets and didn’t stay at home that long”, said the specialist.
Gustavo Almeida, product and relationship director at MField, pointed out that the group formed by celebrities always enters Globo’s reality show with a ‘small advantage’ in relation to the anonymous group. “For the participants to stand out and win the audience, they need to be participatory and disruptive, which was not what happened with the popcorn in this edition, thus turning attention to the boxes”, he highlighted.
Mynd’s artistic director, Julio Beltrão said that the advertising market is in need of ‘new faces’ and that, in this edition, one of the highlights is Linn da Quebrada. “[Ela]for sure, will be very embraced by the brands, since he is a very representative personality for the LGBTQIA+ community”, he exemplified.
Also according to the executive, it is factors like this that we need to focus on, as the BBB is not just about numbers and the boom, but about relevance. “For the public, it may not be the most anticipated BBB, but for sure for all the participants and for all the brands it is the BBB of millions,” he said. “So, I believe that we will have many possibilities, with many participants working and many conversations being created”, he concluded.
