The first step after a great idea is planning
MRV&CO
The Big Brother Brasil (BBB) is the largest reality show in the country, a true cultural phenomenon that reaches millions of Brazilians nationwide. Being part of the BBB means breaking through Brazil's cultural bubble, making a unique presence that goes beyond the screens and sparks conversations in everyday life.
With this in mind, MRV took a significant step towards elevating the brand to a new level. By getting involved with the show, we brought our product into the BBB, transforming the leader's room into the "MRV leader's apartment."
Our main objective was twofold: to build a strong brand connection and, at the same time, boost sales in our stores.
This project was carried out with the joint effort of DM9 and Sacada, MRV’s in-house agency. Sacada was responsible for developing the strategy to extend the campaign to retail, ensuring that the visibility gained from the BBB would be converted into local sales actions.
STRATEGIC DEVELOPMENTS
To ensure that the campaign was executed in an integrated and strategic manner, I worked across multiple fronts, connecting different areas, audiences, and aligning business objectives. The planning I developed was crucial to meet all deadlines and ensure the quality of the deliverables. As the person responsible for the strategic planning of the demands and project management, I made sure all aspects were perfectly aligned, from conception to final execution.
I led the teams involved, optimized processes, and ensured that every detail was carefully attended to. The consistency of the messages throughout the campaign was essential in building a cohesive and engaging narrative, ensuring maximum impact at each phase, while also maintaining focus on the goals and expectations of all stakeholders.
BRANDING
For a story to be well told, one essential point is having consistency in messaging and identity. Within Sacada, we adapted the visual identity of the campaign for different formats and channels, ensuring a strong and consistent presence across all touchpoints, strengthening brand recognition and its key attributes.
trade marketing
To strengthen national communication and further engage customers, we implemented a new store wrapping at MRV locations, incorporating BBB visual elements directly into the sales environment. This approach not only reinforced the campaign's presence but also further connected the stores to the concept of the campaign, creating an immersive experience for customers.
Additionally, we created activations such as the house-and-balloon dynamic, which was brought to the stores, allowing customers to experience the atmosphere of the program. We also provided exclusive materials so that the sales agents could communicate the commercial conditions in alignment with the narrative unfolding on the reality show, creating a cohesive and connected shopping experience.
These strategies helped strengthen the connection with customers, ensuring that in-store communication was dynamic, relevant, and directly linked to the success of the BBB.
CRM | Customer Relationship Management
CRM is one of our main strategies for attracting new leads and guiding our prospects through the sales funnel. To achieve this, we created a detailed segmentation strategy to impact prospects, active and inactive partner brokers, and encourage our customers to refer friends and family to the Refer and Earn program.
The strategy focused on personalized email sequences and automated journeys, ensuring relevant communication tailored to each audience's needs. This process aimed to strengthen relationships with leads and boost conversions, creating a unique experience at each stage of the funnel and increasing the likelihood of closing deals.
endomarketing
Endomarketing played a key role in engaging our internal employees and partner brokers, turning them into the driving force behind our activation on BBB. We created a series of internal actions and communications to keep everyone informed, motivated, and aligned with the campaign's goals, generating a sense of belonging and excitement.
Additionally, we promoted engagement activities to ensure employees felt like active participants in the campaign's success, reinforcing the importance of each individual in the process. The goal was to make sure everyone was committed to amplifying MRV's visibility on the show and, consequently, strengthening the brand connection with the audience.
growth
For our Growth strategy, we combined two key fronts:
Top of Funnel – The main goal here was to generate awareness and reinforce the message of the campaign, highlighting that MRV has an apartment for everyone, including for the BBB leader. We wanted to show that MRV offers options for all, creating an immediate connection with different audiences and ensuring our presence was noticed and remembered.
Bottom of Funnel – We focused on converting people who were already close to making a purchase decision, offering targeted and personalized messages, as well as exclusive financial conditions to make the conversion easier and the purchase decision more appealing.
We used a mix of channels to reach each stage of the funnel and achieve our objectives, ensuring the right message reached the right audience at the right time, generating significant results in both awareness and conversions.
SITE
We created exclusive materials for landing pages and websites, ensuring a smooth digital experience aligned with the campaign concept, optimizing traffic, and making it easier to convert leads into customers.
More than just building presence in Brazil’s biggest reality show, our role was to ensure that this visibility translated into concrete retail actions. Sacada led the campaign’s rollout, developing strategies to convert the awareness generated by BBB into real results in MRV stores.
BBB was the most-watched stage in Brazil, and being there meant much more than just visibility. It was about engagement, strategy, and audience connection.
At Sacada, we took on this challenge with a clear goal: ensuring that MRV didn’t just appear on BBB but became part of the conversation and the consumers’ purchase decisions.
Impact Achieved:
