The amount of money in the reality is estimated by Squid; Seara and Americanas already have their strategies planned to take advantage of the audience generated
The confines of BBB 22 are already defined. The brothers will be spied on by more than 40 million Brazilians. The PNT (National Television Panel) pointed out that in March 2021 the reality show hit 26 audience points and a share of 49% in one of the formations of the wall, off-cable, Globoplay and other Grupo Globo channels. And the premiere this Monday (17) has already brought 12 advertisers to the commercial grid. Number that will grow throughout the season with opportunities. Above, C&A, Engov, Quinto Andar, PicPay, Americanas, P&G, Seara, Avon, McDonald’s and Heineken bought packages.
“The fight for brands to enter the BBB should no longer be a surprise. No wonder the 2022 edition has already sold more than BRL 600 million, surpassing the 2021 edition. What we must take into account now are two major challenges ahead for advertisers. The first is the expectation regarding ROI, since with large amounts invested in tastings, pampering and various activities, brands are increasingly attentive to the return that the exposure of the program will bring financially, either through its reputation, the selling a product or service”, explains Júlia Leão, director of community strategy at Squid, a technology company specialized in influencer marketing.
WMcCann is ahead of the actions of Americanas and Seara. In this edition, in addition to the ‘big’ quota, Americanas also participates in the program with the market quota, “showing all of Brazil that customers can find a variety of products”. “Americanas’ strategy for this edition of the program is to reinforce the variety of items sold by the brand, the fast delivery and the convenience offered to customers. With the campaigns and activations at BBB 22, Americanas aims to reinforce the brand’s positioning : Everything, anytime, anywhere and the brand’s market category with fresh offers for your home every day”, highlights Vitor Monte, head of marketing at Americanas.
“For BBB 22, Seara is preparing actions to surprise and amuse the public. In addition to boosting sales, our participation in the program aims to strengthen relationships with consumers and create emotional bonds. It is a great opportunity to continue generating conversations with our consumers and being connected to them in real time”, says executive Tannia Fukuda, marketing director at Seara. “We are very confident for this edition, as our previous participation in the BBB yielded good results”, she adds.
“WMcCann has the opportunity to once again be at the side of Seara and Americanas in the development of actions in this 22nd edition of Big Brother Brasil. The program brings all the ingredients that are successful, such as current debates in society, identification with the consumer, brand memory, very high audience, great repercussion on social networks, in a mix of talk show and gymkhana with light humor”, observes Fabio Urbanas, VP of Media at WMcCann.
