Canta Comigo is a musical competition show broadcast by RECORD, known for its innovative format featuring 100 judges. In 2024, the show had two new seasons in Brazil: Canta Comigo Teen 5 and Canta Comigo 6, bringing the excitement of musical competition beyond TV screens and creating an interactive and engaging experience across multiple digital platforms. The main goal of the project was to transform each episode into a multiplatform spectacle, engaging audiences on digital platforms to maximize digital impact and establish the brand as a reference in transmedia entertainment.
The strategy was designed to engage different audiences across digital channels and extend the show’s experience beyond television.
On Instagram, we invested in dynamic content such as Reels showcasing contestants' musical performances, behind-the-scenes footage, and emotional moments from the competition.
On X (formerly Twitter), the focus was on live coverage of the episodes, using memes, GIFs, and instant reactions, turning the broadcast into a digital event. The hashtags #CantaComigoTeen and #CantaComigo were widely used, ensuring the show became a trending topic during broadcasts.
On TikTok, the campaign focused on musical challenges, encouraging fans to recreate contestants’ performances. Judges and participants also took part in videos exploring popular trends, further connecting with the young audience.
On YouTube, exclusive content production included behind-the-scenes footage, full performances from contestants, and playlists of memorable moments, providing an in-depth look at the show.
On Facebook, the strategy focused on posting full videos of performances, episode summaries, additional behind-the-scenes content, and short clips featuring the best moments of the show, including emotional performances and remarkable reactions from the 100 judges. Additionally, interactive posts with questions like "What was your favorite performance?" and polls encouraged engagement.
On R7.com, we implemented weekly interactive initiatives. Real-time polls allowed fans to actively participate in each episode, selecting the winner of the Duelo dos Jurados (Judges’ Duel). The website also served as the voting platform for the public to choose the season’s grand champions. Furthermore, it featured real-time updates, episode highlights, interviews, quizzes, and information about the contestants.
We developed an integrated digital strategy by leveraging extra content and behind-the-scenes footage of the show. The initiatives included various exclusive videos: never-before-seen interviews with participants and judges, revealing backstage curiosities and stories; challenges and quizzes with the show’s cast to encourage audience participation.
The multiplatform campaign for Canta Comigo Teen 5 and Canta Comigo 6 achieved impressive results: the total number of social media followers grew by over 1.4 million during the broadcast period (April–September 2024). Throughout both seasons, social media videos amassed over 225.8 million views, with more than 11.4 million interactions.
TikTok was the most engaging platform, accumulating nearly 130 million views and reaching the largest audience: 103.7 million people.
On Portal R7, the show’s page had over 4 million views and 1.5 million unique visitors. Additionally, the weekly polls to determine the winner of the Duelo dos Jurados received an average of 62,000 votes per episode.
With a consistent and interactive approach, the show reached over 4 million followers across social media, strengthening its digital presence. The impact was evident in the viral memes and reactions from judges and contestants, keeping the show relevant and in constant conversation with the audience.
