A Cifa brand of household cleaning products created in 1969, debuted as the newest sponsor of the reality show Big Brother Brasilyes Rede Globo. Bringing a lot of excitement, famous singers and, of course, cleaning to the most watched house in the country, Cif comes up with its new campaign It Looks Like a Miracle, but Cif, created by the agency THE MARKETto promote moments of greater connection and engagement with the audience and the brothers.
Check out the new campaign film below:
Although Cif was only present at the house’s most recent party, held last Saturday (24), the brand’s participation in the program has already been commented on by internet users for a few weeks. One of the moments that highlighted this was when Davi, one of the most popular participants of this edition, appeared using Cif products to clean different areas of the house, something that is often neglected by the brothers.
In an interview with Adnews, the Marketing manager at Unilever which is integrated into the work on Cif and the projects for the realityGabriela Lairana, shared some insights into how the brand took advantage of this miraculous moment to engage social media.
“And of course we couldn’t help but comment on this rare moment at BBB! Davi was responsible for this and several other miraculous cleanings in the house, including using various Cif products. On these occasions, we create proprietary content on our social networks that reinforce the product’s features, linked to real scenes that the viewer is watching from home, such as the episode in which one of the participants burned a frying pan while frying an egg and we took advantage of this moment to show how Cif Limpeza Milagrosa would solve this like a miracle, which generates even more engagement in the brand’s profile and reinforces our presence in the house, he commented.
After the brand’s first contacts with the public and brothers, it debuted its first activation on the program. Livening up the atmosphere in the house with singers Xande de Pilares and Joelma, great icons of Brazilian music and idols of the winners of the 10th competition of leader Beatriz and Isabelle, respectively, both shook the structures of the brothers, especially leader Beatriz, who proved to be A card-carrying fan of Xande and vibrated with emotion every second.
And it wasn’t just the travelers on the mothership who enjoyed Cif, as Joelma herself commented on the versatility of the brand’s products, which helped the singer clean her iconic white synthetic leather boots.
In addition to these moments of relaxation and good music, the party decoration highlighted Cif’s visual identity, bringing the colors white and green to the house and a dance floor that referenced the creamy texture of Cif Limpeza Milagrosa. Another factor that enriched the activation were the phrases sent by the CifLovers community that were spread throughout the environment. Messages such as miraculous, it seems like a miracle but Cif, “cleaning became a party by miracle” and Whoever uses Cif for the first time never stops using it showed the public’s commitment to the program and the brand.
The brand’s first activation at BBB was strategically thought out: we wanted participants to enjoy the party, but so did those on the outside, watching from home! We have a very large community and uniting this audience with BBB lovers was a success that generated a lot of interactions on social media!, shared Nayara Lima, creative leader at Soko.
Public participation extends beyond these activations at the house, considering that the name Cif Limpeza Milagrosa itself was given by the community.
“The new name of our product, Cif Limpeza Milagrosa, came about through passionate comments from our consumers on social media. And we identified in BBB a great potential to present the product to an even wider audience, encouraging experimentation and increasing our community of #CifLovers, which is already outstanding and extremely engaged, said Gabriela Lairana.
Cif and consumers, a clean relationship
These movements by the brand to participate in the reality show are not restricted to the walls of Projac (where the BBB house is located), as those outside will be able to enjoy some of the experiences that the brand has been creating.
“Being present in the lives of our audience throughout the year and going beyond the TV screens is a key point of our strategy. Our campaigns are 360° and always rely on different means of communication to maximize results. Being on BBB is one of our bets for this year and is supported by a plan that goes far beyond TV. At the moment we cannot give spoilers, but the following months will be no different. We are preparing new activations in different formats for the rest of the year, said Gabriela.
This relationship between the public and Cif is increasingly becoming a robust two-way street. While the brand offers consumers various activations and interaction opportunities, the public repays the brand’s investment with active participation. During Cif’s actions at BBB 23, for example, the brand reached 30 million people and recorded the biggest increase in online searches in the edition, demonstrating the good relationship between the brand and the target audience.
Last year’s action was a success and, without a doubt, we want to go further this year. This time, as an official sponsor, we will have even more visibility and will measure the direct impact on sales growth and penetration, mainly, commented the executive.
To implement this plan and reach as many families as possible with knowledge about the power of Cif Limpeza Milagrosa, the brand is investing in a large engagement ecosystem that involves, in addition to participation in the BBB, the association with several influencers, such as Valentina Bandeira, Tati Machado, Esse Menino, Ellen Milgrau, Ricardo Alface, Sarah Aline, Luscas, Famlia Pessoa Tardivo and more, to create content for Instagram, TikTok and X (formerly Twitter).
What to expect from Cif no BBB 24
Big Brother Brasil isn’t just about parties. Therefore, Cif is preparing more participation within the house. According to Unilever’s Marketing Manager, the program still has a round-robin test (showing that Cif cleans many types of surfaces, even walls) and an angel test, where participants will have to show their cleaning skills to win immunity. During the tests, Cif will offer exclusive promotions.
At all times, we will have a War Room with the entire team to deliver the best experiences for those watching from the couch and following on social media. The idea is that our community managers guarantee a real-time exchange with viewers and Cif Lovers, as happens with the adms (nickname of the administrators of the participants’ social media profiles) of the brothers in the live broadcast of the program. So, of course, our social networks will be full of proprietary and influencer content, concluded the executive.
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