Thais Monteiro
April 12, 2024 – 6h00
Seara was the sponsoring brand of BBB 24 with the most mentions in the fourteenth week of the program, between April 4th and 10th. According to the STILINGUE by Blip survey, the company gained 13.2 thousand comments. During the week in question, the brand did not carry out any actions on the reality show, but fed its social networks with influencer and opportunity marketing. The other brands that make up the top 5 are: iFood (13.1 thousand), Chevrolet (12.4 thousand), Rexona (7.8 thousand) and Ademicon (6.5 thousand).
Seara did not carry out actions at BBB 24 in the fourteenth week, but invested in actions with former participants (Credit: Reproduction)
Of these five brands, only iFood, Rexona and Ademicon participated in the reality show this week. Of the other brands that were present, such as Amstel, Ton, Eletrolux, Stone, Mercado Livre, Yoki, Sazón and Centrum, only Eletrolux made the top 10.
In general, STILINGUE by Blip noticed a drop in public engagement regarding BBB 24. The number of mentions of the program decreased – disputes fell by 59% in relation to the average -, as did comments involving the sponsoring brands, which decreased by 25% compared to the previous week.
Methodology
STILINGUE by Blip’s methodology is based on large-scale social listening and monitoring channels, such as Facebook, Instagram, Tumblr, Blogs, Portals, X, Forums, Reclame Aqui, YouTube, and comments on articles, on Facebook, Instagram and on YouTube. Monitoring takes into account the sponsor brands of this edition.
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According to the company, the research panel primarily includes conversations about the program that involve terms such as BBB, BBB 24, Big Brother Brasil. Furthermore, STILINGUE by Blip monitors hashtags that involve the name of the sponsoring brands along with the term “BBB”, such as #MercadoLivreNoBBB, #StoneNoBBB and #SearaNoBBB.
Hashtags from sponsors’ campaigns are only included when mentioned in conjunction with terms related to the BBB.
Seara defeats Yoki and continues investing in influencer marketing
Seara remains one of the leaders of mentions in this edition of Big Brother Brasil. The brand was the most mentioned in the first two months of the program. According to an analysis by STILINGUE by Blip, Seara stands out for its investments in shares with former BBB participants, such as Gil do Vigor, Amanda Meirelles and Sarah Andrade.
Throughout the week, the brand received 13,200 comments, but there was another occasion when it led the conversation. During the Festa Junina promoted by Yoki on Saturday, the 6th, Seara used its social networks to promote Hot Dog Seara, a typical snack for June festivals. The brand used influencer marketing to drive the conversation.
Thus, Seara accumulated 1,300 mentions on the occasion, a significantly higher number than the party’s sponsor, which received 200.
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BBB 24: Chevrolet is the most mentioned brand in the third month
STILINGUE by Blip also attributes the fact that Chevrolet having occupied third place in the ranking due to the automaker’s investments in content marketing on social networks.
iFood takes the brothers’ house into BBB 24
On Monday (08), iFood promoted a lunch for participants in which the brother chose a dish and removed his order from the iFood backpacks. On the occasion, the brand displayed photos of the kitchen or dining table of each of the participants still competing on a big screen. As a result, the participants were moved.
The action received a thousand comments, but iFood featured 4.5 thousand publications. They referred to the joy of the participants and Sister Beatriz’s inconvenience with her merchandising acts. The brand also generated mentions by publishing comments about the action in real time.
Rexona promotes confidence on zip lines
On Tuesday, the 9th, Rexona held the last Leader Test, the premise of which was that the brand gave consumers the confidence to face all types of situations. The test mobilized 10.3 thousand comments. The brand already accumulated 4.5 thousand mentions.
Users focused their comments on Beatriz’s reactions to the test. There was also support for the participant to be eliminated from the program on the wall.
Furthermore, internet users praised the structure of the test and remembered other tests from the reality show.
Ademicon rewards Davi
Ademicou sponsored the leader’s test that took place on Sunday, the 7th. The consortium company received 6,100 mentions at the time. The test totaled 14.7 thousand comments.
The mentions of Ademicon were mainly driven by the victory of participant Davi, since his brother is one of the public’s favorites to win the award, and it was the first time he won a test in the edition.