parties and leader tests are the ones that generate the most conversations on social networks

A survey carried out by Stilingue showed that the second month of reality had twice as many sponsored parties

Year in, year out and the BBB parties have increasingly become a great opportunity for brands to be able to talk to the public, especially on social media. A platform of insights, Stilingue carried out a survey that showed that, in the second month of BBB 22, the number of sponsored parties doubled, generating a 69% increase in mentions of activations on social networks.

According to Thiago Gonçalves, VP of sales & alliance at Stilingue, an important moment for this increase in the relevance of the program’s parties was the pandemic. “During the most restricted moments of the pandemic, people had a greater desire to belong, the desire to meet friends and be able to enjoy a party, like the participants of the program”, he explained.

The last party on the program – and perhaps the most awaited by the public – was at McDonald’s, last Friday (18). With a concept developed by Globo in partnership with Galeria, the brand transformed the house’s garden into an amusement park, with a toboggan run, a pool with cushions, a spinner and a zip line.

Among the four sponsored parties that took place in the second month of the reality, the one that stood out the most was that of Pantene, which featured a show by Luísa Sonza and Liniker, and had 92,000 mentions of the party as a whole, without necessarily mentioning the brand.

“In addition to the audience of open, closed or streaming TV, brands know that the impact of the reality show goes beyond and generates conversations between people. An example of this greatness is that more than 206 thousand were mentioned in the digital environment during the second month of BBB22’s exhibition, with direct mentions of advertising brands alone, with mention of the brand’s name,” explained Gonçalves.

The second most talked about party was the one sponsored by Avon, to promote the Bonita collection, with the brand’s favorite products selected by the BBB 21 winner, Juliette, and which featured Gloria Groove and Pedro Sampaio. According to Stilingue, the party had 75,000 mentions in total.

“Activities in reality are important tools for brands to position themselves and reinforce their speech to the public, differentiate themselves, create greater connection with the consumer”, reinforces the platform executive.

For Mariana Munis, marketing professor at Universidade Mackenzie de Campinas (SP), one of the positive aspects of BBB sponsored parties is the spontaneous generation of media for brands. “The brand will stay much longer in people’s minds, as it has provided an interesting experience for those who are watching the program”, she commented.

Marcelo Boschi, professor of marketing and branding and coordinator of the ESPM Rio MBAs, highlighted some important points that brands need to take into account before holding a party in the program. “It is necessary to understand that the BBB is a product of Rede Globo, built by many hands, so brands need to choose very well the attributes they want to represent there”.

leader evidence
A survey by Stilingue revealed that the leader’s tests are also activations that generate a lot of conversations on social networks. So far, the seven sponsored contests have totaled more than 580,000 mentions, highlighting the dynamics of resistance, memory and skill.

According to the platform, the test of the leader of Americanas alone, held on the 10th, generated 234,000 mentions. The proofs of the angel appear next, accumulating more than 250 thousand mentions about the six sponsored ones; among them, the one with a C&A board game was the most commented.

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