After years of doing the same old thing, Big Brother Brasil shook things up in its 20th season by bringing Internet personalities into the cast.
And it was a spot-on strategy: it has attracted an audience that no longer had the habit of watching TV and offered plenty of opportunity for us to analyze how professionals who profit from their own image take advantage (or not) of exposure on national television.
The best strategist
There's no doubt Manu Gavassi is way out in front.
Her team has been posting videos to her IGTV profile every day, like a second season of a project already known on YouTube, Garota Errada. The videos are brand new, and the actress and singer plays with the fact that she's isolated in a kind of "spiritual retreat."
To put the idea into practice, 93 videos were recorded for IGTV before she entered the reality show—taking into account staying until the end and having daily content to keep her social media active. On January 28th, she released a music video on YouTube to celebrate surviving a week in Brazil's most watched house. Her strategy seems to be working: she has already surpassed the mark of 1 million new subscribers and, on January 22nd, broke the record for the most new Instagram followers gained in one day in the world.
Besides that, anyone following the memes on Twitter is keeping an eye on the artist's strategy of making faces with viral potential. Some of 2020's iconic gifs came from her awkward antics in the first few days, like nonsensical workouts at the gym or standing completely still during the leader challenge. Who agrees that nothing in this performance of hers is by chance?
Look of the day on BBB
Bianca Andrade has also been using this strategy of syncing the reality show with her social media. Sunday is one of the show's highest-rated days, and on January 26th, Boca Rosa wore the same look from an ad her team had posted on Instagram. Just look at the opportunity for the brand that paid for that #publi.
She, who said she joined the show to promote her makeup brand, has already reaped great feedback from the audience: after the fight she had inside the house, what people outside were talking about most was how her makeup stayed intact even through a lot of tears. Even a fight—which in theory could have damaged the influencer's reputation—can become a business opportunity.
The spot-on marketing team
It's the marketing teams that need to seize every opportunity to increase reach out here. Even with prepared content, there's no way to predict how the game will unfold over the weeks. Will the strategies planned months in advance still make sense?
Crisis management also needs to be aligned, since it's inevitable that someone filmed 24 hours a day will end up doing or saying something silly that could backfire.
And what about Rede Globo?
Let's face it, they can't complain. Besides reviving public interest in a reality show already worn out after 20 seasons, the choice of famous contestants guaranteed a highly profitable commercial plan.
Before the show even premiered, the network had already secured almost R$256 million with BBB's five official sponsors: Burger King, Faculdades Anhanguera, PicPay, Americanas, and Claro. It also has smaller sponsors, like Go Case, which supplied the contestants' backpacks and is now selling an exclusive collection.
Have you been watching this season? What do you think of it?
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