Big Brother Brasil has millions of viewers on TV, larger than the Super Bowl, but it's on Twitter that the program is dissected, commented on, discussed, and the discussions heat up among the show's participants' fans, engaging millions of people across Brazil, turning much of what happens inside BBB into Twitter Trending Topics.

Therefore, our strategy was designed to take place on Twitter, monitoring the networks to see how many people were talking about FIAT and when, speaking to the show's biggest fans, increasing our chances of making the idea resonate strongly on Twitter before reaching other platforms like TikTok and Instagram.