In 2024, Kwai became an official partner of Big Brother Brasil for the first time, using one of Brazil’s biggest entertainment platforms to strengthen brand awareness and reinforce its positioning around popular culture, entertainment, and authentic connections. The partnership extended across TV, Globo’s digital ecosystem, social media, and activations inside the reality show, creating multiple touchpoints between Kwai and BBB’s highly engaged audience.

At the center of the campaign was #BomPraKwai, supported by a memorable jingle that became closely associated with the brand’s appearances throughout the season. The strategy combined real-time content, social listening, branded challenges, and entertainment-driven activations, helping Kwai become part of the conversations happening around the show rather than simply appearing as a sponsor.

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The partnership generated strong visibility and engagement across TV, social media, and the Kwai platform itself, reinforcing the app’s presence in Brazil’s entertainment landscape and demonstrating how a digital platform could connect mass-media reach with social-first participation and cultural relevance.