Juliana Algarañaz, CEO of Endemol Shine Brazil
Endemol Shine: The area of branded content experienced an increase of more than 150%
21 de mayo de 2019
Juliana Algarañaz, CEO of Endemol Shine Brazil, delivered a presentation during the LA Screenings on the success of Endemol Shine Brazil in production of branded content for different platforms.
During her participation, she highlighted that in the case of MasterChef Brazil, since 2016 they increased the benefits of the brand by more than 39.6%. On the other hand, growth in the views of the official channel of the program on YouTube increased +110% in 2018.
Due to the results, the company implemented a branded content project with Pantene, conducting a multiplatform reality show that changed the way brands communicates in Brazil. With Capelo Pantene, o reality, Pantene had amazing results: 3 seasons in Brazil until this moment, more than 40 thousand girls applying for the first season, and an increase of 114% in the audience in their time slot on MTV Brazil.
Additionally, Pantene became number 1 in Hair Brand Category on YouTube, while searches for Pantene in Google increased 900%. “The branded content area of Endemol Shine Brazil underwent an increase of more than 150% in the last two years,” emphasized Algarañaz.
Finally, the executive highlighted: “In the end, who has the ideas, who has good content can distribute it anywhere”. She pointed out that before, they used to need someone to buy the can and take it somewhere in the world. “Today, if you have digital strategy capability and how to amplify that content, you can make it grow”.