A FAZENDA is a reality show broadcast by RECORD, considered one of the biggest phenomena in Brazilian television. In 2025, the program premiered its 17th edition, expanding the experience beyond TV and strengthening interaction with the public across multiple digital platforms.
The launch campaign transformed the anticipation for the premiere into active conversation on social media, through native, interactive, and highly shareable content. With actions initiated a month before the premiere, the strategy stimulated public participation and speculation, expanding organic reach, brand presence, and cultural relevance of the reality show in the digital realm, focusing on generating buzz, strengthening the emotional connection with the brand, and converting expectation into audience.
Social Media
A chain-link challenge invited celebrities to reminisce about the most iconic moments from previous seasons of the reality show. The dynamic began with the show's director, Rodrigo Carelli, challenging presenter Adriane Galisteu—both with a strong digital presence. From there, each participant shared their favorite moment and nominated three other people, creating a network effect that mobilized over 200 celebrities, including presenters, journalists, soccer players, actresses, and influencers, with the main content amplified on the reality show's official profile.
We created a generative AI trend by providing a prompt that invited the public to create and share their "Farmer" version, incorporating the iconic hat, a symbol of the A Fazenda brand. The action boosted creative participation, UGC, and organic sharing, and, using Instagram's "Your Turn" feature, gave visibility to community content, strengthening engagement and a sense of belonging around the launch.
For the countdown, we opted for fast-paced and humorous videos that explained the reality show from the perspective of the farm animals, bringing lightness and originality to the narrative, as well as increasing engagement and sharing on social media.
We also produced a series of short videos with presenter Adriane Galisteu introducing and explaining iconic expressions from A Fazenda, translating the reality show's vocabulary for the audience. In addition, we developed special vertical videos recalling memes to boost engagement and organic sharing on social media with the campaign hashtag #AFazendaVemAí.
Multimedia Special Report
On R7.com, we developed a special feature dedicated to the premiere week of A Fazenda, bringing together interviews with champions and former participants, as well as infographics with numbers and curiosities about the reality show. The content deepened the audience's experience, increased the brand's digital consumption time, and reinforced the portal's role as the official hub for information and memory of the program.
FAST Channel
All seasons of A Fazenda were made available on Record Plus, RECORD's streaming service, with 24-hour broadcasts featuring historic feuds, epic challenges, and unforgettable moments. This action stimulated catalog consumption as a warm-up strategy, reinforced the audience's emotional connection to the show, and kept viewers immersed in the reality show's universe before the start of the new season.
During the launch campaign for A Fazenda 17 (August 15 to September 15, 2025), 176,309 mentions were recorded in open media, demonstrating strong organic reach beyond the program's official profiles.
On official networks, the strategy generated over 2.1 million engagements, including 82,302 comments, reflecting a high level of participation and active conversation with the audience.
Throughout the period, 1,249 posts were made on A Fazenda's Facebook, Instagram, X, YouTube, and TikTok accounts, which exceeded 35 million views, reinforcing the consistency of the digital strategy and the massive impact of the launch.
