With participation in BBB20 e BBB21, a American sponsors, once again, the most watched house in Brazil. Carrying out the dynamics of the market within the program, the brand seeks to show the variety of items in its portfolio, ranging from cleaning products to food, the practicality of scheduling a day and time to receive purchases, price comparison and various offers.
Americanas’ strategy is to reinforce its differentials, already mentioned above, which can be found on the app, website and physical stores throughout the country. With campaigns and active participation within the BBB22, the brand reinforces the positioning “Everything, anytime, anywhere” and the market category with “Fresh offers for your home every day”.
The company still brings relevant results regarding the sponsorship of BBB21. According to data from Ilumeo, Americanas was the most remembered brand of the program, registered twice as much traffic on the app and more than one million visits generated on the days of insertions of the market category in the program. In the last edition, in addition to sponsoring the program, the brand also replenished the brothers’ pantry and fridge weekly, with the dynamics of the market.
“BBB is a great opportunity for the brand to connect with millions of Brazilians through entertainment, in addition to giving visibility to all the services offered by Americanas. At BBB, the brand also talks directly to customers, since Americanas has a wide audience, like the audience of the program”, he explains. Victor Monte, head of marketing at Americanas. “In line with the brand’s business strategy, we promote the dissemination of our assortment, fast delivery and convenience pillars – through the app, website and physical stores spread across the country -, always in a fun and light way”, he adds.
Americanas’ objective is to be increasingly closer to consumers and to highlight services that improve the shopping experience, whether through tastings, parties or special actions that take place within the program. The brand will also be active on social networks, with contextualized content about the brothers’ lives and the actions promoted by the brand at BBB22.
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