Brazil's biggest reality show has begun, and whether you're a fan of the show or not, you have to admit: in addition to impacting thousands of people, it's also possible to learn important marketing lessons from Big Brother Brasil. These lessons are valid for all businesses, especially in the georgia phone number data digital age. And if you want to find out what they are, keep reading.
How it all began
Before we talk about the marketing lessons to learn from BBB, it is necessary to explain the program and its history.
Big Brother Brasil began in January 2002, with an edition that lasted only two months, but captivated the public. The reality show theme brought Brazilians the combination of two things they love: a narrative , like soap operas, and a sense of belonging , giving viewers the power to decide who stays and who goes.
Soon, several brands began to see the potential of advertising on one of the most popular programs in Brazil. After all, having a good return on media campaigns is one of the most important aspects of marketing.
However, its reach decreased as internet access grew in the country and the lack of rules on the show – such as hot scenes between participants – increased. The second point, in particular, bothered the audience. This is because despite being shown at night, many children ended up watching the reality show with the display of inappropriate scenes and conversations often full of foul language.
These two factors combined led to the decline of the reality show. The show considered canceling itself, but decided to test changes in the game's strategy before finally ending it. In 2018, with characters of very different ages, the show gained momentum again. As a result, advertisers became interested in it again.
The comeback
But it was only in 2020, with new rules, that the program regained the stigma of its early years. This happened due to several changes in the game and because this edition coincided with the first wave of COVID-19 in Brazil, when people isolated in their homes were looking for entertainment.
Furthermore, this year the game began to feature participants from the “Camarote”, that is, those who were already known to the public. With this, the participants from the “Camarote” changed the game by applying marketing strategies – outside the house – which made the edition even more prominent. This strategy also boosted the players even more after the program, generating even more expensive advertising contracts.
For this reason, many people continue to sign up for the program, despite the prize being outdated compared to the first edition .
Brands also continue to invest heavily in the program, after all, BBB 2023 has already secured at least 30 sponsors, which should generate more than R$800 million in sponsorships for Globo. But to stand out on the program, both brands and players need to think about good marketing strategies, as has happened in past editions.
Want to know what these marketing strategies were? Well, some of them are even marketing trends for 2023 and you can apply them to your campaigns. So, check out what they are below.