Globo: how to adapt to the new scenario

Brazil’s leading media group Globo launched this month a new branding campaign in partnership with Accenture Interactive, focusing on the advertising market and audience. The main aim is to reposition this traditional brand in the new audiovisual scenario, more competitive and dynamic.

Manzar Feres, Business Director (center) with Manuel Falcão, Brand and Communication Director, and Ricardo Moyano, Creative Director

Headed by Manzar Feres, Business Director, Manuel Falcão, Brand and Communication Director, and Eco Moliterno, CCO of Accenture Interactive and creative director, the presentation of the campaign highlighted the challenges of the Brazilian leading media company in the midst of the industry changes and behind the scenes of the project’s development.

To better understand the change, one of the largest media groups in Latin America shared key insights of the brand consumption: 8 out of 10 Brazilians consume its content on Free TV (96% of the population watched TV Globo on 1H 2021), Pay TV (94%) or digital. Ads highlight the relevance of content that overflows its own platforms and generates conversations that go beyond Globo.

Convergence of media and efficiency for advertisers are also in focus in communicating to the market: 81% of Internet users in the country are on Globo’s digital properties (+102 mm of unique users), according Comscore. Cartola FC, the biggest fantasy football game in the world, experienced more than 10 million downloads. There was a 450% increase in consumption of Globo podcasts in 2020 vs. 2019. Globoplay is the largest Brazilian streaming, with more than 185 million views per month, and more than 130 million products sold in over 100 licensing partnerships

Feres explained: ‘What we are seeing is the disruption of a media environment in which media convergence will be increasingly fluid. This brings a great opportunity for Globo, a company that has always been at the forefront of technology and content production, and for the brands that accompany us throughout the consumer journey – more than 100 million people who watch us on open TV, on pay TV, which consume our content in streaming and digital’.

This campaign foresees a communication aimed at the local advertising market and external audience, in addition to initiatives to promote the sector. The kick-off for the new positioning was the challenge of representing the brand and its portfolio of linear channels and digital products, in a context where data, technology and content are the main pillars of the business.

‘We needed to find a way to talk about the relevance of our ecosystem and our content, bringing everything we are today: a company that has the consumer at the centre, that is everywhere, and that has a set of brands that do the difference in people’s lives. At the same time, we needed a Globo capable of reverberating not only its contents, but also those who are with us everywhere. This convergence has enormous potential. Therefore, more than just presenting, we want to re-introduce ourselves to the market’, defined Falcão

From the proposal to ‘re-introduce’ itself to the market the manifesto video was created, starring the comedian Paulo Vieria, which makes up the package created for the launch of the campaign, and which will also have print media ads, teaser with comedian Tatá Werneck and a content hub with infographics and brand cases, hosted on the Gente platform.

In order to redefine the perception of its brand, Globo co-developed with Accenture Interactive the creative, planning and marketing strategies, and the concept that guides all phases of the campaign: reverberation. Moliterno said: ‘Just by showing the Globo symbol, people already know which company we are talking about. This is what every brand aspires in the world. And its concept is very simple: it is the world transmitted on a screen to the world. What we are proposing is to expand this meaning, showing that what happens in the world, goes through Globo and goes everywhere’.

Globo offers a multi-screen experience that allow audiences to access anytime, anywhere, which expand the company’s knowledge and relationship with the customers. It remains relevant and generates conversations that go beyond its own platforms.

‘We have a unique data strategy and uses sophisticated algorithms to relate to the more than 110 million people who are on our Globo ID. We can generate numerous insights that help us in the development of customized and innovative ad formats, created based on the desired audience profile, in order to deliver visibility, credibility and engagement, amplifying the results for our partners’, concluded Manzar.

To exemplifies, she mentioned Big Brother Brasil, the show’s participants left together with more than 124 million new followers. When presenter Marcos Mion announced his move to Globo, searches for his name grew 1,300%. Globo’s video content is responsible for 90% of tweets in Brazil.

‘When we look into so much information that illustrates the relevance and presence of this brand in all of our lives, we understand that there is an opportunity there to explore, in different ways and through different pieces, the concept of this Globo that reverberates, that overflows, that goes beyond. Therefore, it makes perfect sense for us to take advantage of these opportunities, bringing diversity in the signature, in these pieces, in the language and in the communication with all the audiences we want to speak to’, completed Ricardo Moyano, Globo’s Creative Director.