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Kwai and BBB 24: check out the consolidated numbers of the partnership
The debut of the partnership between the Globo TV show and the app yielded impressive numbers on TV, on social media and within the platform
In 2024, Kwai joined BBB for a partnership with the Globo program, and the consolidated numbers reveal positive results with the activations carried out. The analysis of the three months in which the program was on the air shows that the app, in addition to reinforcing the brand's recall among users, was widely commented on the web, generating talkability and reaching an audience more interested in entertainment content.
In the overall ranking published by the Stilingue by Blip platform, in partnership with Globo, Kwai ranked eighth among the most mentioned brands on the show, with 87.2 thousand mentions on social media in total – 5 days in the TOP 1 and 26 days in the TOP 5. The brand's jingle, Bom Pra Kwai, always played during Kwai's appearances on BBB 24, was very present in the mentions and outside of it: within the app, it appeared in 9 million posts, surpassing the barrier of 10 billion views within the platform, and it also motivated unusual collaborations with other brands that were also on the show.
The insertions in strategic dynamics such as the leader's tests and parties were assertive: the first "Turbinada" appeared at a peak of more than 70% in Google searches for Kwai. On X (formerly Twitter), Kwai saw a significant increase in its fan base, with more than 35.3% of followers, with content strategies that explore opportunities, especially cute ones, being the most effective.
The hashtag #BBB24 surpassed the 11 billion views mark on the platform. The signature “Bom pra Kwai”, created especially for actions related to BBB24, recorded an impressive reach, with 3.6 million posts with the hashtag #BomPraKwai, which represents more than 18 billion views.
This was the first year that Kwai entered into a partnership with Big Brother Brasil. The agreement includes the brand's participation in a leadership contest, held on January 18, in addition to a series of "Turbinadas do Líder", wrapped in "Momento Bom Pra Kwai", in which the leader of the house is presented with a surprise offered by Kwai during the party in his honor. In total, there were nine content actions.
Kwai has been investing in the world of reality shows for some time now. The platform has created its own reality shows in vertical video format, such as KwaiChef and Microfone Aberto, in addition to sponsoring other programs in the genre. The partnership with Big Brother Brasil in 2024 was created to consolidate the app's presence in the entertainment sector.
"The results achieved with the partnership with BBB24, the most watched and talked about reality show in Brazil, expand our reach as a brand and reinforce our presence in the digital entertainment scene. Our goal of offering complementary content to traditional media, through diverse videos and original and exclusive formats, was very successful", says Claudine Bayma, CEO of Kwai Brasil.
Other information to press: kwai@giusticom.com.br
SOURCE Kwai