Globo África

Client.

Globo

Communication & Imapct.. Communication Strategy. Digital. Entertainment & Culture.

Unify a global brand and activate local conversation.

Globo is one of the world's largest entertainment brands, with a presence in over 130 countries and millions of daily viewers. In Africa, it plays a central role in popular culture, with content that spans generations and maintains a close relationship with the public.

Faced with changing consumer habits and increasing fragmentation of attention, the challenge was to rethink the brand's digital presence on the African continent.

The Globo Africa project was born as a new digital platform, created to unify content, audiences and communication, expanding Globo's digital presence and adapting it to new forms of consumption and participation.

Challenge.

Globo challenged Born to rethink its digital presence in Angola and Mozambique, with the aim of increasing relevance, online reach, communication continuity and engagement. In Angola and Mozambique, the connection to Globo is particularly strong. Its stories are part of everyday life for Angolans and Mozambicans and continue to generate conversation. After six months of working with the brand, the need for a new strategic approach became clear. Globo had two television channels, Globo On, an exclusive channel for Angola and Mozambique, and Globo HD, the brand's global broadcast. However, its online presence did not reflect its entire programming — existing communication was focused exclusively on the Globo ON channel — limiting the brand's reach and ability to transform programming into daily engagement.

Solution.

The answer was to create a unified digital ecosystem that brought Globo ON and Globo HD together for the first time in a single territory. A space capable of organising communication, giving visibility to the Globo HD channel and ensuring the brand had a clear, consistent and continuous voice. More than just a profile, Globo África was designed as a daily meeting point, where content, audiences and conversation coexist.

Implementation.

The Globo África profile was launched as a unified digital territory, with a single voice and an editorial strategy geared towards engagement and participation. The launch featured teasers, countdowns and partnerships with creators from Angola and Mozambique, while communication of new releases was ensured in an integrated manner between digital and offline, through 360 campaigns.

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Impact.

In just a few months, the project gained over 426,000 new followers on Facebook, over 49,500 on Instagram and reached almost 8 million people in a single month, consolidating an active, engaged and participatory community.

Today, Globo África is the meeting point between ON and HD, organising the brand's digital presence and reinforcing its relevance in a constantly evolving ecosystem.