Estratégias digitais e influência midiática: o case de sucesso de Juliette Freire

Abstract

The project's main objective is to analyze the journey, rise and success of Juliette Freire, a lawyer from Paraiba, a participant in the 21st edition of Big Brother Brazil (TV Globo, 2021). As a methodological proposal, a case study was conducted on some of the main factors that built Juliette's brand: her storyline on the show, the fandom and the representation of her region and the audience reception; in addition to marketing strategies put together by a well-structured media management team, responsible for the visual identity, generation of spontaneous content, presence on multiple platforms, and informative content; and of media influence, getting support from nationally known celebrities and major brands, even when she was still a participant on the show. The research points out the relevance of the name in the advertising market of the country's newest millionaire and the longevity of her influence.