Claudine Bayma, general director of Kwai Brasil, explains the brand’s strategy in investing in reality shows in Brazil
A direct competitor of TikTok, Kwai has a surgical strategy on Brazilian TV to create awareness of the short video app as a sponsor of two of the main reality shows of the moment, at the same time: ‘A Fazenda 16’ and ‘Estrela da Casa’.
Furthermore, it invests in proprietary reality, with the creation of ‘Kwai Chef’, a culinary competition that invites famous and anonymous content creators to share their best recipes on the app.
“Since arriving in Brazil in 2019, Kwai has invested in regional content and wants to be close to what Brazilians like most, such as reality shows”, explains Claudine Bayma, general director of Kwai Brasil.
The goal is to be a tool to amplify conversations, interaction and experiences around programs. The app was also a sponsor of ‘BBB 24’ and was highlighted with the reality show.
Why did Kwai decide to invest in reality shows?
Reality shows in Brazil represent a format that arouses a lot of passion and mobilizes communities, and we realize that there is a need on the part of the public to participate and interact with the content, since the resources available until now for this audience, normally summarized by voting , were not enough. We intensified our look at this issue and thought about increasing engagement opportunities, giving more speech, voice and allowing the user to get closer to the product. Only a social platform like Kwai, with the resources it has, would be able to provide this continuous experience between content and participants to give autonomy and opportunities, voice and engagement to this community. From this, our story begins with realities, which kicked off with the sports reality show ‘Microfone Aberto’, in 2021, a program we created in partnership with Band, which chose a reporter for the program ‘Jogo Aberto’ – and had a second edition in 2023.
What does this strategy look like?
One of our biggest concerns since the beginning of operations in Brazil has always been engaging the communities that are on the app. We are always looking to promote the audiovisual industry, seeking to give birth to new talents, providing visibility opportunities for the user. This is not restricted to reality formats, but to all the initiatives in which we invest. In this way, we saw that, as reality shows have become topics of conversation that not only entertain, but also mobilize society, we could be a very useful tool to amplify the conversations, interaction and experiences around these programs, offering complementary content traditional media, mobilizing and bringing participants closer to users.
Why put the platform on the main reality shows of the moment?
Kwai aims to offer entertainment throughout the year, and we always keep an eye on projects and programs that are part of Brazilian culture. We want to be with the best and, in the case of realities, we look for programs of the genre that most mobilize the country, so the opportunities led us to be part of these three major projects, which are taking place at the same time: ‘Estrela da Casa’, in Globo, ‘A Fazenda 16’, on Record, and ‘Kwai Chef’, our proprietary culinary battle. We are always mapping what is most relevant on the national entertainment calendar and we want to be present in these conversations.
What are the brand activations on ‘Estrela da Casa’ and ‘A Fazenda’?
Kwai is the official short video app for both ‘Estrela da Casa’ and ‘A Fazenda 16’.
Read the full interview in the issue of propmark from September 30, 2024
