The 100 days of ‘BBB 23’ came to an end and WMcCann seems to have been one of the big winners of the season, having two reality sponsoring clients in the Top 3 of the accumulated Share of Voice ranking. Seara was in second place and Chevrolet in third. In addition, the agency featured four of the most popular hashtags on Twitter related to ‘BBB 23’, namely: 1st #searanobbb23, 2nd #seara, 3rd #chevroletnobbb and 4th #amagiaacontecenobbb, according to Globo through the Stilingue platform.
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 house’s internal and external public. The strategies outlined over the period brought a 60% increase in sales conversions compared to the same period last year. In addition, actions on social networks and QR codes made available during actions generated 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, newcomer to the program, ends the ‘BBB 23’ with great results, including the global trending topics in the S10 Midnight angel test. The partnership with influencers such as Diogo Defante and Rafael Portugal were essential in building content on social networks and fostered engagement with the public. Chevrolet even brought the #TEAMCHEVROLET promotion right at the beginning of the program, giving even more impetus to the brand’s communication that took advantage of the sponsorship at ‘BBB 23’ to launch four new cars in the Brazilian market: Nova Montana, S10 Midnight, Tracker Midnight and the Silverado pickup that will be the car of the big winner of the reality show.
WMcCann also had two other clients that were present at BBB 23, such as Coca-Cola, which was present weekly at the house, sponsoring the leaders’ parties and offering personalized experiences to the honorees. According to Qualybest, the brand achieved surprising performance results in the spontaneous search, securing the third place as the most remembered brand by the public, and the first place in the induced search. In addition to the fourth most talked about hashtag of the program on Twitter due to the strategy of connecting fans with the house during the holidays through a screen that displayed selected tweets from the public for the Brothers and Sisters.
With a single action in the program, LATAM achieved a historic milestone for the brand by becoming the most searched company on Google, surpassing its competitors during the program on 04/11 and 04/12. In addition, on social networks, LATAM Airlines registered an increase of +306% in mentions during the program compared to the previous period, managing to reach 12th place in Trending Topics Brazil. Its loyalty program, LATAM Pass, registered a 91% flow in redemptions and a 123% increase in registrations in the loyalty program.
Patrícia Colombo, Head of Content at WMcCann, comments:
“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 the marketing of our clients so that the objectives of each one could be achieved. Of the nearly 40 brands involved in the BBB 23, having our customers at the top of the ranking is certainly a tremendous joy and we are ready for the next chapters.”
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