The main goal of the multi-platform campaign for A Fazenda 16 was to increase audience engagement and fan loyalty through the integration of TV, social media, live videos, and interactive digital experiences. The idea was to create an immersive journey for the audience, enhancing the reality show experience and boosting viewership both live and on digital platforms.
The campaign was designed to reach different audience segments, leveraging the strengths of each platform to deliver exclusive, interactive, and emotionally engaging content.
Social Media
Vertical video content on Instagram, TikTok, Kwai, and YouTube Shorts played a key role in increasing the reach and engagement of the multi-platform campaign. These formats highlighted the most exciting and iconic moments of the show, including fights, confrontations, competition wins, and funny scenes. The short, high-energy videos featured fast-paced editing and visual effects, tailored to the vibrant and dynamic style of these platforms.
On X (formerly Twitter), Threads, and Bluesky, we invested in continuous live-tweeting with minute-by-minute updates on the contestants' daily lives. This was one of the key actions to keep reality show fans engaged, creating an ongoing interactive experience with the show's content. Through quick updates, polls, reactions, and exclusive content, we not only kept the audience informed but also fostered an active community around the show, expanding its reach and making it even more popular on social media.
On Facebook and YouTube, the campaign utilized live streaming to showcase behind-the-scenes footage, interviews with eliminated contestants, and episode analyses, increasing audience retention on the platforms. Facebook became an energetic hub for fan discussions and community organization, as well as a prime channel for watching highlight clips throughout the day.
Influencers & Brand Partnerships
We established partnerships with digital influencers to amplify conversations about the show. Throughout the season, they created exclusive content, such as reactions to episodes and memes featuring the most iconic scenes. Brands also played an active role in the campaign, with sponsored activations on TV and social media, along with exclusive behind-the-scenes content related to the show.
Exclusive Content
We developed various digital products showcasing the show's preparation, behind-the-scenes footage, exclusive interviews with contestants, and even a weekly podcast featuring special guests and former contestants analyzing the game’s progress. On Kwai, contestants had a direct channel to the audience, sharing their personal stories and emotional challenges.
Official Website
The official website was continuously updated with highlights from the 24/7 live stream, special content, interviews, photo galleries, behind-the-scenes insights, daily highlights, and competition summaries. It was also the primary platform for voting, where the audience could choose to save their favorite contestants each week. One of the parties in A Fazenda 16 was themed around R7.com’s 15th anniversary and featured audience participation in various interactive activities. The contestants had the chance to read messages sent by fans on social media.
24/7 Streaming
A total of six exclusive live streams were created for PlayPlus, RECORD’s streaming platform, providing subscribers with a broad and diverse view of what was happening in the reality show to further engage fans and attract new viewers. These streams were strategically divided, offering different angles and moments of the contestants' lives, as well as a series of exclusive content, including the first exclusive interview with eliminated contestants in the "Cabine de Descompressão."
WhatsApp Channel
To boost engagement and deliver personalized content to the most dedicated fans, we used the reality show’s official WhatsApp channel to share news, spoilers, behind-the-scenes footage, trivia, teasers, and polls, encouraging audience participation in the show’s dynamics.
The 16th season of A Fazenda saw an increase of nearly 2 million followers across all its social media platforms. The show experienced the most significant growth on Kwai, adding 1 million new followers to its official profile. TikTok followed with 318,000 new followers, while Facebook grew by 215,000.
Between September 16 and December 19, 2024, the show recorded approximately 8.6 million mentions across digital platforms.
During the analyzed period, A Fazenda 16 accumulated over 2.2 billion video views, around 79.8 million interactions with posted content, and more than 11 billion minutes watched across all platforms. Compared to the previous season, engagement increased by 14%, with the strongest impact on Instagram and TikTok.
On Portal R7, the reality show accumulated over 41.2 million page views, attracting more than 5.1 million unique users throughout the season. A total of 134.9 million minutes were consumed on the website. The most accessed link during the season was the voting page, which registered approximately 9.5 million pageviews, with an average session duration of 15 minutes and 43 seconds.
Content Amplification: The constant presence on social media timelines helped make A Fazenda 16 a hot topic, reaching X's trending topics and generating real-time discussions.
Audience Connection: The 24-hour coverage on digital platforms established a closer and more dynamic relationship with fans, allowing them to feel connected to the show while ensuring their reactions and opinions were valued in real time.
