The most watched house in Brazil is one of the biggest stages for brands that want to capture the public's attention. The sponsors of the reality show guarantee the attention of millions of viewers on open TV and Globoplay. But, when the game happens on social media, which brand is really winning the audience's engagement in its 'public‘?
A Winnin,platform that uses proprietary AI to map cultural trends based on video consumption on the internet, mapped results from March 3 to March 10,the main Brazilian reality show and brought exclusive insights about the participating brands in the reality that lead engagement.
After more than 50 days of the program, three brands stand out in engagement share on their own channels. THEMcDonald’sexpanded its presence, dominating the TV Globo profiles and enhancing reach with influencers. THEiFoodnailed his strategy by bringing in heavyweights, like Lara Santana and Anderson Profeta. Me andCIFknew how to engage the audience, generating reactions both in the official channels of the reality show and in the creator ecosystem
When we look at the share of views, CIF, Méqui and iFoodalso stand out, driven by the high performance of their content on TikTok
No content sharing, the game gains new protagonists. A Betnationalleads the way with the highest volume of publications, driven by the strategic partnership with FitDance. Rexonamarks territory on Globo's official channels, dominating spaces like Multishow and BBB, while theiFoodheavy bet on an intense production of videos, ensuring constant presence on the public's radar
(Performance of sponsors in advertising content. Period from March 3 to March 10. Source: Winnin.AI
Effective advertising goes beyond exposure; it's about creating narratives that are part of culture. Campaigns that capture trends and explore storytelling authentically manage to not only gain attention, but also real engagement, affirmsSara Christine, marketing analyst at Winnin
During the three months of the program, Winnin provides weekly data through the official pageBig Insights Brasiland an exclusive dashboard with a simple registration. The reports highlight the moments of greatest engagement, the performance of the sponsors, to the behavior of the audience and provide insights on the best opportunities for brands that are outside the reality
*Excerpt analyzing engagement from March 3 to March 10.
Measurement based on video content about the reality
