Record TV, the second biggest TV broadcaster in Brazil, premiered A Fazenda’s 14th edition in 2022. The reality show is one of the biggest and most relevant in the country, with expressive numbers on TV and digital. The show increasing growth presents us new challenges each edition. Nowadays, our digital platforms are consolidated and generating revenue for the project.
Our main challenge was to create a strategy that unifies commercial and editorial interests, reinforcing out multiplatform identity and increasing the buzz towards the show. How can we match all these goals, meet our followers’ expectations and substantially increase that base? To do so, we’ve invested heavily in creativity, innovation and good practice on the chosen platforms.
The strategy was about the heavy use of our digital platforms: Twitter, Facebook, Instagram, TikTok, PlayPlus (streaming) and R7.com (our news outlet).
On PlayPlus, Record TV’s streaming platform, we offered 9 live signals broadcasting different rooms from the house, 24 hours a day. Subscribers also had access to full episodes of the show and snippets of the coverage highlights.
To consolidate commercial and editorial interests, we have created a series of original content exclusively to our digital platforms: podcast, live, special shows with the eliminated cast, a behind the scenes footage with our host Adriane Galisteu and content recorded by the players themselves in confinement.
On YouTube, we focused on videos of the show’s highlights strategically edited to user retention. About 40 videos a day. To promote and encourage audience consumption, we have also invested on YouTube Shorts.
The official hotsite made possible for the public to access A Fazenda’s universe: cast profile, game progresses, interviews, photo gallery, notes highlighting the main events of the show, as well as video excerpts and exclusive content.
We’ve bet on Twitter to generate a buzz and engage our official hashtags. To do so we created an intense flow of live tweeting active for 24 hours, throughout the 7 days of the week. The best tweets appear daily on TV screen during the show. In addition to a wall of avatars, GIFs and Trending Topics notices to encourage the audience interaction.
With a vast possibility of viral excerpts, we had dived right into Instagram’s Reels. We’ve managed to reach 40 posts a day with fun videos, edited vertically, in addition to exclusive content for the platform. On TikTok, we were present with memes, viral audios and, of course, the latest trends.
A Fazenda was the first reality show in the world to premiere on Metaverse! After creating an avatar in the platform, the user had the chance to experience the show in an even more interactive. Explore the sets, socialize with other users, compete with users in fun games and perform tasks inspired by the show’s reality, which will worth points and prizes.
We have reached expressive results with our multiplatform ecosystem. There were more then 90 million reached, for at least a minute, since 14th season premiered (September 13). On digital, the reality show was mentioned more than 5.74 million times since It’s debut. In addition, it generated about 5.2 billion impressions, more than 2.1 video views and around 90.3 million interactions in the sum of the top 5 major social networks (Facebook, Instagram, Twitter, YouTube and TikTok).
The Facebook page reached 80.9 million people in total, 25,7 million on Instagram and 17,1 million unique viewers on YouTube. As for Portal R7, the show’s hotsite reached 16,7 million unique page viewers and about 99 million pageviews.
On the show’s official Facebook page, we had 1,8 billion impressions, generating round 444.7 million views for the posted videos and 21,1 million interactions. On Instagram, the content reached over 222.8 million impressions, with 849.9 million video views and 33.5 million interactions.
The YouTube channel videos reached 3 billion impressions, with 391.1 million views and 11.5 million interactions on the videos. On TikTok, there were more than 321.4 million views at A Fazenda’s official account. On Twitter, A Fazenda 14 collected more than 108.8 million impressions, about 47.2 million video views and 2.1 million interactions.
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