The most watched house in Brazil is one of the biggest stages for brands that want to capture the public's attention. But in this season, which sponsors are really gaining engagement, views and content presence?
AWinnin,platform that uses proprietary AI to map cultural trends based on video consumption on the internet, mapped results from February 10 to 18,of the main Brazilian reality show and brought exclusive insights about the participating brands in the reality that lead engagement. The company analyzed more than 20 thousand videos about the program on social media and identified that the brandsFree Market, DoveandKwaiare leading in engagement share on their own channels.
When we look at the engagement share in User-Generated Content (UGC), the highlight goes toKwai, PanteneandMRV, suggesting that your campaigns and activations focus on user-generated content
On the other hand, no share of engagement in advertising, we see a changeDowny, BetnacionalandKwaiare among the brands that stand out the most in advertisements
Being attentive to what happens in culture is essential to be relevant. Reality is a trend engine, and the brands that know how to connect with what people are talking about – without pushing it – manage to gain space in a natural and authentic way, affirmsSara Cristine, marketing analyst at Winnin
During the three months of the program, Winnin provides weekly data through the official pageBig Insights UKand 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 February 10 to 18.
Measurement based on video content about the reality
