The Globo TV telenovela ‘Cheias de Charme’, which had a successful premier in Brazil on April, has consolidated its place as the audience leader in primetime during its first month on television. The average audience share until 15 May was of 31.5 points with a 58% audience share (Source: Ibope).
‘Cheias de Charme’ is a tale about three maids who, just like in a fairytale, transform themselves into a successful trio of singers. The drama features, as one of its stars, Thais Araujo, the renowned actress from ‘Shades of Sin’, a Globo telenovela which was sold to more than 100 countries.
The launch campaign which saw the use of the internet and social media to promote the drama, registered record numbers of accesses to the site. The reason for this record was a homemade video featuring a song the three protagonists recorded in the drama, which became a hit in the telenovela. Fiction invaded reality and the hit obtained an amazing four million clicks during the first three days of transmission and has become one of the most mentioned topics internationally on microblogs.
The video clip can be viewed in the official telenovela site, which also features character profiles, photos, information and curiosities about the drama and its production, as well as an application which simulates a job agency which allows visitors to get to know the characters better. Official profiles of the telenovela were also created on social media pages and microblogs to involve and keep fans up-to-date in real time.