In two more months of sponsoring the most watched house in Brazil, Americanas continues to be present as a sponsor of the program and is already one of the brands most mentioned by the public on social networks. During the month of March, the brand held the longest leader’s test of the edition so far.
With more than 23 hours of duration, the dynamics of resistance entered the ranking of the longest in the history of reality. In addition, Americanas also reinforced its participation in the program with a ‘back and forth’ test and weekly market actions.
In a balance sheet for the month of March, the brand had important results in sales, growth and brand presence. On social networks, with more than 16 hours of coverage on Twitter, Americanas occupied the share of the most talked about retail brand. According to Twitter data, Americanas was also consecrated as one of the brands most mentioned by the public in BBB-related tweets, with emphasis on the days of special actions in the program.
In addition, the month also registered growth for the brand on its digital platforms. Compared to the average usage outside of program hours, in-app coupon usage grew by more than 150%. In the Americanas market category, the moving average of orders grew 60% between January and March this year. In relation to 2021, visits to the brand’s market category accumulated until the 10th insertion in the program grew 130%.
In April, Americanas started its activations at the BBB with the Prova do Anjo, held on 04/01. And, last Tuesday (12), participants were also able to enjoy the eggs and chocolates offered by the brand in a fun dynamic inside the house. In a treasure hunt style, each brother, dressed in Easter bunny ears, had to find three eggs that brought Easter products from Americanas. During the action, the brand sold more than 150,000 Easter eggs and chocolates on the Americanas app, in addition to registering 4x more orders on the brand’s app, compared to the same day of the program last year.
Retrospective of activations
Created by Globo and in partnership with WMcCann, the actions showed the diversity of Americanas products and the convenience offered by the brand. The leader’s test, held on March 10th and 11th, had as its theme the “American Consumer Week” campaign. During the resistance dynamics, the brothers disputed the leadership – and the consequent immunity on the wall – “dressed” with some of the special products offered by the website, app and physical stores of the brand, such as notebooks, refrigerators, smartphones and deep fryers. The brothers Lucas, Paulo André, Natália and Lina resisted until the end of the challenge. The four players won R＄20 thousand reais in purchases at Americanas. Due to its long duration, the Americanas resistance test entered the ranking of the longest in the history of the program, occupying the seventh place.
In another special activation of the month of March, Americanas held, on the 20th, a back and forth test. In the dynamics, the participants had to count on luck to get rid of the wall. The competition was divided into three stages, in which the brothers had to choose the correct items to advance in the dispute. After going through all the stages, brother Gustavo was saved from the wall, Douglas Silva and Eliezer ended up walled up.
In the test of the angel, which started the brand’s participation in April, the brand worked on convenience and multi-channel. During the dispute, the brothers had to go through a product delivery circuit with the Americanas tuk-tuk, accumulating score cards along the way. At the end of the race, sister Jessilane got the most points and became the angel of the week.
In the Americanas Easter activation, in addition to knowing the brand’s assortment for the occasion, the brothers had to find 3 eggs and, with each egg, they could gift a different person outside the house. Also during the action, when they found a stuffed bunny, the participants unlocked a new stage of the dynamics and were able to have access to the magical world of American Easter, with a vine of Easter eggs.
Americanas Strategy at BBB22
Americanas’ strategy for this edition of the program is to reinforce the variety of items sold by the brand, the fast delivery and the convenience offered to customers, who can find millions of products on the app, on the website and in the physical stores of Americanas throughout the country. parents. The brand also participates in the program with market dynamics, showing all over Brazil that customers can find a wide variety of products in the category – from produce and beverages to grocery stores and cleaning items -, practicality when scheduling a day and time to receive market purchases, price comparison, plus various offers. The sound signature “Americanas. Mercaaado” also accompanies the brothers throughout the edition of the program and is successful among the public.
With campaigns and activations on ‘BBB 22’, the brand aims to reinforce the concept “Relaxa, at Americanas you think”, guaranteeing the best shopping experience for its customers, accompanied by the traditional signature of the brand, “Everything, a anytime, anywhere” and the market category with “Fresh offers for your home every day”. For this, Americanas carries out various market activations, tests and luxury actions throughout the program’s airing.
In January 2022, Americanas held the first test of the program – a contest for immunity with the participants of the Pipoca group -, followed by a barbecue for the participants, with all products purchased on the Americanas app. During the event, the brand registered a growth of more than 60% in the use of coupons in the Americanas app, compared to the first action carried out by Americanas in the 2021 edition of the program. 80% in the use of coupons in the Americanas app and an increase of more than 50% in visits to the Americanas website and app, compared to the pool party day held by Americanas in the 2021 edition of the program.
In February, the brand held the Americanas Leader Test, testing the memory of the brothers and sisters with a game that bet on the variety of its products. In the same month, Americanas transformed the BBB 22 garden into a large store at the “Uma Noite na Americanas” party. Participants were able to fulfill their dream of spending a whole night inside an Americanas store, enjoying the Toys, Sweets, Electronics, Games, Desserts and Bar sessions. All this to the sound of Thiaguinho.
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