• Situation: TikTok started growing during COVID19 pandemic and people started seeing it as a platform associated with young audiences and we wanted to reach a wider audience from all ages, positioning as an entertainment platform

• Brief: the opportunity to have our own reality show, an icon of entertainment, in open TV for a broad audience was the perfect match to reach our goals and be daily present in Brazilian's homes and discussions in social media and in the offline world

• Objectives: to become reference of entertainment to Brazilians with a local project which translates the message that we are a platform that embraces all tastes and is on main stage for entertainment

TikTok wanted to improve the perception of an entertainment brand in Brazil mainly with the 18+ ABC demographic. During the period of the pandemic it conquered a large increase in its user base, becoming better known on the national scene. Reality shows are key pillars of general entertainment, especially in Brazil. Sponsoring the biggest reality show of that season by kicking off the synched TikTok Barn Reality Show brought focus to unique extended entertainment experience through content for the user's perceived requirement to watch, interact, influence and enjoy the reality show game. The project was a way for TikTok to work on its awareness, especially for an older audience that had not yet been impacted by the brand, in addition to showing a set of features and possibilities of the app such as exclusive lives,

The Project as a whole was designed so that we could extend television content into TikTok, in this scenario, our app had an extremely active function as several actions that took place within Reality were voted on, or watched, exclusively in our app doing with us being a complement to offline and not an activation and reapplication of content made for more traditional actions.

At the beginning of the program we incorporated new dynamics such as Paiol, where we had the entry of a new participant in the program, weekly we had lives with the “farmer”, we had a party in the program, we had an exclusive space where participants could generate content and at the end we also an exclusive award for the highlights of the season.

The partnership between A Fazenda and TikTok created an integrated experience that reached over 87 million people and generated 1.6 billion impacts, both offline and online. As a result of the partnership success, TikTok over delivered their planned GRPs by 4% showing an efficient use of our media strategy mix.

On social media alone, the partnership also created a buzz! There were 307 MM impacts, 152 MM views and 120K mentions, with The Barn being responsible for more than 16K of them as users became more curious about the dynamic and engaged with the action.