U.S. HISPANIC
Globo Blends Fiction And Reality In Commercial Campaigns In Anything Goes
22 de agosto de 2025
Globo turns Maria de Fátima into a digital influencer, blending fiction and marketing with real campaigns for brands like Comfort
With a new commercial model that blends fiction and reality, Globo has brought Maria de Fátima, from Anything Goes, into the influencer marketing world to carry out advertising campaigns with real brands. Played by actress Bella Campos, the character is now officially a digital influencer, having debuted in July in a campaign for the fabric softener brand Comfort—fulfilling her storyline dream of becoming a successful influencer.
The campaign, carried out by the fictional agency Tomorrow in the show, was created “in real life” by Ogilvy. In addition to the scenes in the telenovela, the campaign extended to the character’s Instagram profile, updated in real time (@fatimaaciolireal), with an active business email, managed by ViU, the Globo business unit responsible for influencer marketing. To fit the storyline, Fátima’s profile has been temporarily deactivated following an order from Odete Roitman (Debora Bloch).
“When we connect real-life elements with fiction, the story gains strength, and brands find space to co-create with Globo campaigns that resonate and become part of everyday conversations,” says Manzar Feres, Director of Integrated Advertising Business at Globo.
As part of this strategy merging fiction with reality, Maria de Fátima appeared on the cover of Glamour magazine, a publication from Globo Condé Nast. The telenovela featured behind-the-scenes footage of the photoshoot, while the Glamour website published an exclusive interview with the character—written in reality by the show’s creator, Manuela Dias. In real life, the cover of the August issue features Bella Campos, in a special feature about her career.
In a May campaign with Ambev, while still aspiring to fame, the character also appeared in the VIP area of Corona during the Todo Mundo no Rio festival with Lady Gaga, held at Copacabana Beach in Rio de Janeiro. In the show, Solange (Alice Wegmann) receives an invite to the event, but unable to attend, she gifts it to Fátima. On social media, Fátima shared videos directly from the Corona lounge, reinforcing the brand’s messages as if she were the guest. The character’s influencer life is also written by Anything Goes creator Manuela Dias, who personally writes the captions and posts.
Currently airing in Globo’s prime-time slot, Anything Goes has become the network’s highest-grossing prime time telenovela in Brazil, featuring 16 brands in 76 branded content activations. In just over three months on air, the show has reached more than 125 million people, covering nearly 80% of Brazilian households. On Globoplay, it has driven a 12% increase in on-demand soap opera consumption. It’s the platform’s most-watched content, also boosting the original 1988 version, which tripled its viewership and now ranks in Globoplay’s Top 3 most-watched shows.
“These commercial campaigns reaffirm how telenovelas are deeply embedded in people’s lives, with the power to drive business and spark conversations. Anything Goes is a highly relevant story that takes the audience on a journey through themes of character, ethics, and honesty topics that transcend Brazilian audiences and can also engage international viewers,” says Angela Colla, Head of International Business.
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