After four successful seasons, with a large TV audience and interaction with the public, a fifth season of Dancing Brasil, the brazilian version of the Dancing With The Stars format, came as a challenge for our time. Our goal was to go beyond TV content and connect even more the content broadcasted with our social media and our YouTube channel.
The objective, this season, was to innovate in the strategies to respond to the demands of internet users and viewers, opening more space for our audience in the live program and on our social media. We needed a new line of thought, combining what we already had from previous editions, and which we knew worked, and some news that the show needed to air.
After so much time entering people's homes every week, we decided that it was time for the public to visit our home. We opened the door - to show how we work - and invited our viewers to sit in the place of honor: the judges' panel. This season, the audience who was sitting on the sofa at home gained prominence and influenced the game, giving grades and defining the winner.
And it worked. Throughout the 11 episodes, the hashtag #DancingBrasil was among the three most commented on Twitter. Of the 11 shows, we conquered for seven times the first place. And the numbers grew even more, which indicates how much TV and digital medias were, in fact, connected and that our strategy had worked.
Over four editions, Dancing Brasil proved that it is one of the most interactive programs on Brazilian TV. Since the first season, we have endeavored to use different platforms to offer the viewer a transmedia experience. This edition could not be different.
We decided to bring the viewer into the program and made him the fourth judge of the edition. Until then, a team with three professionals was responsible for evaluating the competitors, but, from this season on, the public was the new judge and, through online voting, participated in the program during the live broadcast, they would evaluate each competitors presentation and at the end they would decide who would be eliminated from the competition.
Since the doors of Dancing Brasil's stage were open to the public, why not take them behind the scenes? Here's another initiative: this season we also share what happens behind the camera and show the incredible universe of television on mobile phones of those who were connected, either on Youtube or on Instagram stories. Presenter, judges, technical dancers and competitors showed the day-to-day activities and made videos while the program was in the commercial break.
The gifs, memes and tweets created by the audience were also displayed on the TV screen during the program. Thus, we started a great conversation on Twitter, this conversation would put us in the first places of Brazil's and the World's Trending Topics, which were celebrated by the presenter with a personalized dance with her team.
The program's champion was also chosen by the public, through voting in the official website. With website, tv and social networks, we were at home with our audience.
The action gave us even better results than we had last season. With the 11 episodes, we reached 4.8 million views, 11.6 million minutes watched and 38 million impressions on our YouTube channel. With new and compilation of the best moments, we had a growth of more than 14.3K subscribers from the debut to the final.
On Facebook, 8.8 million people were reached by our content and interactions grew by 94.4k when compared to previous seasons. Our numbers on Instagram also grew a lot: 11.1 thousand new followers started to follow our posts, increasing our interactions to 270 thousand. On Twitter, we had more than 178.8 thousand interactions. Also occupying the ranking of the first three hashtags over 11 programs is not for everyone, but we did it.
