Americanas · 2020
Big Brother Brasil 20 Sponsorship
What made Americanas, a first-time sponsor, win the most contested show in Brazil.
- Client
- Americanas
- Year
- 2020
- Market
- Brazil
- Disciplines
- Sponsorship · Media · Data
Problem
Americanas was debuting as master sponsor of Big Brother Brasil. Three months of show, with challenges, parties and eliminations, and a sponsorship that had to build brand and drive sales at the same time. Then Covid-19 hit: with people at home, March and April ratings grew 18% over January and February.
Insight
Sponsorship isn’t just visibility. BBB is a live conversation, and the brand had to take part in it at the right moment and in the right tone, without pulling people away from what they wanted to watch.
Solution
A three-pillar strategy. Media intelligence: content activations inside the show and licensing to take the actions to owned channels. Bretail: a calendar that crossed the dynamics of the show, of society and of retail, balancing offers and emotion. Real-time tracking: the BI team delivered two reports a day, which allowed tailor-made responses, like the banquet at the Pool Party when the housemates complained about a lack of food.
Creative execution
Results
Results were measured against a pre- and post-Covid trend curve built with a proprietary algorithm.
Source: Americanas BBB case (May/2020): Kantar Ibope Media, internal data, SemRush.