Throughout the 100 days of the reality show, Lean — a full-service agency specialized in communication for the betting market — led all the visibility actions of Betnacional, a company that is part of the NSX Group. From impactful campaigns to in-house activations, everything was planned to consolidate the brand as one of the protagonists of the most watched program in the country.
“Lean is the only agency in Brazil that serves a bet in all areas of communication. Our areas were structured based on experience in the sports betting sector, with a focus on launching products and services strategically. This model has been fundamental to our growth and to delivering results like the one from BBB,” says Anselmo Albuquerque, CEO of Lean Agency.
The strategy that made the difference
Betnacional's presence in BBB was built with a multimedia and 100% integrated approach: social networks, traditional media, in-house activations, influencers and real-time actions. In a program that moves millions of conversations every day, Lean knew how to insert itself organically, generating real and constant impact on the networks.
The result? Betnacional not only gained notoriety, but also firmly positioned itself as one of the main brands in the sports betting market.
BBBunker: creativity and artificial intelligence at the service of the brand
To react quickly to each moment of the program, Lean created BBBunker — an operation set up in Recife, with 18 dedicated professionals and more than 20 AI agents. With a focus on data, performance and dynamic content, the operation ensured that Betnacional was always present in conversations and on screens.
The party that became a hit on social media
In the sixth week, Betnacional hosted one of the most talked-about parties of the edition: the “Festa Diferente - Inimigos do Fim”, with a show by Lauana Prado, who also launched the brand's jingle. The visual identity of the event was entirely customized, even the singer's costumes followed the brand's aesthetic.
On X (formerly Twitter), the repercussion was huge: between February 13 and 20, there were more than 1.7 million mentions of Betnacional, with the potential to reach 186 million users, according to Stilingue. It was the most mentioned brand during that period.
Galvão Bueno narrating BBB? Yes, that happened
Among the most impactful actions, the campaign “Imagine Galvão narrating BBB?” led the legendary narrator Galvão Bueno to lend his voice to memorable moments of the program, with catchphrases such as “Haja coração!” and “TOCO Y ME VOY!”. The action had a great impact on open TV, Multishow, social networks and even on OOH media.
Source: GMB
