Like it or not, Big Brother Brasil is still an important element of Brazilian pop culture. Therefore, it should be watched closely by any marketing , advertising or communications professional who wants to stay in touch with the public and the latest trends.
Check out some marketing lessons you can learn from reality.
1 – Brand insertion must be done wisely
The insertion of brands or products within third-party programs, series, films, soap operas and videos can be successful when it adds some value to the content being displayed, being placed within the vk database instead of disrupting the viewers' experience.
BBB has always brought creative cases of brand insertion and merchandising – especially in the leader's test. In addition to high visibility (it is one of the most important moments of the reality show), each test has different dynamics and rules, which can be adapted to reinforce the storytelling and the advertiser's concept.
A good example was Lojas Americanas. In the 2022 endurance test, participants stood on a carousel, dressed up as products from the chain that were on sale during consumer week. Every time the carousel stopped, one of the participants was “scanned” (with smoke blown in their face) and the offer appeared on the screen:
https://globoplay.globo.com/v/10377917/
Another good recent example was Fiat, which used the super test (with both angel and leader being valid at the same time) to promote the Pulse SUV: the brand's new car. In it, participants had to build a road from the BBB house to the new car's “factory” in Betim:
https://globoplay.globo.com/v/10230176/
Some contestants also take the opportunity to promote their own businesses. The best case was Boca Rosa, which used the BBB 20 space to showcase its makeup line, applying the products on a daily basis. In fact, sales boomed when the influencer's makeup remained strong and steady, even after the contestant cried.
Instagram post, with a photo in which the influencer and former BBB Boca Rosa applies nude to her lips to promote her makeup line.
2 – The importance of influencers
Speaking of influencers , they were an essential factor in the recovery of BBB 's audience , which had been falling for some time.
Realizing that the old formula was becoming outdated, Globo changed the criteria for selecting the brothers. Instead of only inviting anonymous people, it created the Pipocas x Camarote scheme, mixing ordinary people with other well-known people, especially digital influencers.
The strategy worked, as it brought in fans of these artists and content producers. Not to mention all the repercussions that the reality show gained on social media. Therefore, investing in these new celebrities can be a great way to boost your brand.
3 – Memes and trending topics as a way to boost your communication
BBB showed how memes and current topics can be used in a brand's communication, especially when used with humor and creativity. The important thing is to “join the conversation”, riding the wave to generate engagement .
In last year's edition, for example, Magazine Luiza took advantage of the fact that many people were curious about the position of Pedro Scooby's ex-wife, actress Luana Piovani:
View this photo on Instagram
A post shared by Lu do Magalu (from
) 
(@magazineluiza)Another brand that took full advantage of the BBB hit in 2022 on social media was McDonald's:
McDonald's tweet joking about BBB 22 contestant Slovenia's bad luck, with the following text: "One fine day Eslô came to McDonald's and ordered a CBO and a McFish. You already know what happened."
There was even a company using the repercussion of the unsuccessful ad on the show to join in the fun. That's what happened with Downy and 99.
Downy was called “Dôni” by former contestant Naiara Azevedo during the leader’s test. The blunder by fellow contestant Rodrigo Mussi was even worse: he confused 99, which was sponsoring the angel’s lunch, with its main competitor, Uber. Both brands took advantage of the joke that followed the mistake: