Mercado Livre, Dove and Kwai lead the engagement share of the last days at Big Brother Brasil 25

The most guarded house in Brazil is one of the biggest stages for brands that want to capture the attention of the public. But this season, which sponsors are really gaining engagement, views and content presence? 

THE Winnin, a platform that uses proprietary AI to map cultural trends from the consumption of videos on the internet, mapped results from February 10 to 18, the main Brazilian reality show and brought unique insights on the participating brands of reality that lead the engagement. The company analyzed more than 20 thousand videos about the program on social networks and identified that the brands Free Market, Dove and Kwai they are ahead in engagement share on their own channels. 

When we look at the engagement share in User-Generated Content (UGC), the highlight goes to Kwai, Pantene and MRV, suggesting that your campaigns and activations focus on user-generated content.

On the other hand, in the share of engagement in advertising, we see a change: Downy, Betnational and Kwai they are among the brands that stand out in advertising.

“Being aware of what happens in culture is essential to be relevant. Reality is a trend engine, and brands that know how to connect with what people are talking about without forcing the bar (IT can gain space in a natural and authentic way”, he says Sara Cristine, marketing analyst at Winnin.

During the three months of the program, Winnin offers weekly data through the official website Big Insights Brazil and an exclusive dashboard with a simple registration.The reports highlight the moments of greater engagement, the performance of sponsors, the behavior of the public and bring insights on the best opportunities for brands that are outside the reality.

*Recort analyzing the engagement from February 10 to 18. 

**Mensuration from the video content about the reality.