Marketing digital e influência midiática : um estudo de caso do fenômeno Juliette (BBB 21)

Abstract

The main objective of this research is to analyze what led the champion of the 21st edition of the reality show Big Brother Brasil (BBB), Juliette Freire, to become a media phenomenon on social networks on the internet. For this, we bring the methodological approach of bibliographical research and case study, passing through the observation of the marketing strategies created by your media management team to verify if they were important to leverage your results and expand your digital reach, in order to make the paraibana is the champion of the edition and one of the biggest digital influencers in Brazil. The main results indicate that marketing and the strategic use of social networks were essential to expand its presence and transform it into a viral phenomenon. Planning the dissemination of photographs, videos, stories and interaction with fans stimulated a sense of identification in the public and reinforced the discourse and attitudes that Juliette developed in the program. This set encouraged an emotional connection and greater proximity between the participant and people, significantly contributing to her victory at the BBB. As main theoretical contributions, we articulate authors such as: Issaaf Karhawi (2021); Liliane Ferrari (2019); Amanda Capuano (2022); Alê Primo (2021).