find out which brands were most mentioned on social media

Z Delivery, Seara and Chevrolet are the sponsors that occupy the top 3 of Share of Voice, according to Stilingue

Big Brother Brasil 2023 came to an end this Tuesday (25). With 100 days and a sponsorship record, the 23rd edition of the reality show on TV Globo ended with the victory of Amanda, who took home a prize of R$ 2.8 million.

As in previous editions, in addition to the 22 participants in the house, the sponsors were also the subject of social networks and were present in the memory of viewers.

According to a study by Stilingue, the edition’s newcomer, Z Delivery, was the most mentioned brand on social networks during the three months of the program, totaling more than 200,000 mentions.

The application debuted making appearances on Globo’s programming and was responsible for the proof of the angel, which took place on Carnival Saturday. Already in the last week, with the aim of reinforcing the connection between the brand and the BBB, Z invited Marcelo Adnet to command the Fun Room.

In a setting with an aesthetic inspired by the reality show’s control room, where the actor and comedian invited consumers to follow the platform’s social networks to win exclusive discounts and promotions that will be released by him throughout the program.

Achieving this title was only possible due to the fact that we are a democratic app, accessible to all people and that is present at all times, when friends meet, at family gatherings, in football. We deliver fun, joy and entertainment, which is why all our actions within the BBB are focused on getting even closer to our Z Lovers, as our fans are called, said Paola Mello, Head of Brand Strategy at Z Delivery.

Then came two sponsors served by WMcCann, Seara and Chevrolet, also newcomers with over 116,000 and over 84,000 mentions, respectively.

Seara, which is in its fourth year as a sponsor of the program, was responsible for tests and actions that increased the brand’s visibility and provided more flavor to the internal and external public of the house, which generated a 60% increase in sales conversions compared to the same period last year.

In addition, the actions on social networks and the QR Codes made available during the actions generated a 145% engagement. In its social networks, the brand saw a 31% growth in its follower base and registered a 1,212.12% greater engagement on Twitter, the channel most used by viewers to talk about the program.

Chevrolet ended the ‘BBB 23’ with great results, including the global trending topic in the S10 Midnight angel test. The partnership with influencers such as Diogo Defante and Rafael Portugal were also essential in building content on social networks and fostered engagement with the public.

The brand even brought the #TEAMCHEVROLET promotion right at the beginning of the program, giving even more breath to the brand’s communication that took advantage of the sponsorship to launch four new cars in the Brazilian market, namely Nova Montana, S10 Midnight, Tracker Midnight and the Silverado pickup.

We reached the end of the program with a feeling of accomplishment. There were many learnings, an operation with multidisciplinary profiles working 24/7 for 100 days in total harmony with our clients’ marketing so that the objectives of each one could be achieved. Of the almost 40 brands involved in the BBB 23, having our customers at the top of the ranking is, for sure, a tremendous joy and we are ready for the next chapters, said Patrcia Colombo, head of Content at WMcCann.

Then came Stone with more than 57,000 mentions. The brand was responsible for increasing the prize for the edition, which went from R$1.5 million to R$2.8 million in a dynamic that involved participants.

With the “Bota para Spin” campaign, Stone occupied the trending topics on Twitter on Tuesdays, which was marked by the elimination of one of the participants and the dynamics of increasing the final value.

By carrying out the company’s greatest visibility action on a national scale, we presented the Stone and Ton brands with various activations inside and outside the house, and offered participants a new award dynamic to deliver the highest prize ever paid to a reality show winner. , in addition to launching products and promotions aimed at current and future customers, to improve the lives of retailers throughout Brazil, said Rodolfo Luz, Head of Marketing at Stone.

Completing the Top 5 was Mercado Livre, which took over from Americanas, which withdrew its sponsorship after an overrun of R$20 billion was discovered.

The contract between Globo and Mercado Livre included participation in tests and routine activities of the program, such as parties and specific actions.