The fictional character Tilde, played by actress Luana Martau in the Brazilian telenovela Quem Ama Cuida, has launched an official Instagram account to share content about the daily routines of wealthy socialites.
In the TV Globo television series created by authors Walcyr Carrasco and Claudia Souto, Tilde works as a housemaid for her employer Pilar, played by actress Isabel Teixeira. Her storyline goes beyond cleaning the household, as the character entertains viewers by creating online content focused on the lives of rich people.
To expand her narrative on screen, the character received a real social media profile under the handle @clt.tilde. Fans following the official page can view behind-the-scenes moments involving the heirs of the Brandao family, covering high-society dinners, personal habits, and daily behavior.
Launch approved by artistic director
Actress Luana Martau celebrated the official launch of the Instagram profile when speaking to the press. She said she was very happy with the launch, noting that creating the account had been a goal for artistic director Amora Mautner since the start of the telenovela. Martau added that it was wonderful to receive numerous messages from viewers requesting a dedicated social media account for the character.
Quem Ama Cuida is a daily primetime telenovela produced and broadcast in Brazil by TV Globo, the country's main commercial television network. The series is co-written by veteran dramatists Walcyr Carrasco and Claudia Souto, with production overseen by artistic director Amora Mautner. Telenovelas produced by TV Globo frequently reach millions of daily viewers across South America, combining broadcast television drama with digital media strategies.
The handle chosen for the account, @clt.tilde, references Brazil's formal labor contract framework, known as Consolidaçao das Leis do Trabalho. In Brazilian culture, the acronym is commonly used in everyday speech to describe formal contract workers, emphasizing Tilde's background as an employed housemaid while contrasting with the wealthy lifestyle of her employers.
Previous telenovela digital campaigns
The creation of a real social media account for a fictional character builds on previous digital campaigns launched by TV Globo. In 2019, during the broadcast of the hit telenovela A Dona do Pedaço, the network created an official Instagram profile for the character Vivi Guedes, played by actress Paolla Oliveira. That account went on to gather 3 million followers during the show's run.
A similar initiative was carried out for the drama series Vale Tudo, in which an official profile was established for the antagonist Maria de Fatima, played by actress Bella Campos. By the time the telenovela reached its conclusion, the villain's profile had accumulated nearly 900,000 followers.
Latest developments in Quem Ama Cuida
In addition to the character's digital expansion, the storyline of Quem Ama Cuida continues with major developments among its main cast. Adriana acted rudely toward Heitor, who chose to distance himself from her. Meanwhile, Nicolau scheduled a coffee meeting with Iuri and Lyris to discover the secret the two characters have been keeping.
At the same time, Silvana and Tiago convinced Adriana to back hiring Andrea at the jewelry shop, while Rafael asked Joel for assistance in reconciling with Andrea. Elsewhere, Ademir informed Pilar that Pedro has a strong chance of proving Adriana innocent. In another plotline, Fernando confessed his feelings to Mau Mau and asked him for a chance.
Tensions also rose as Otoniel caught Elisa and Eneas kissing. Finally, Pedro and Adriana celebrated after receiving a favorable opinion from the Public Prosecutor's Office regarding the criminal review of the case surrounding Arthur's death.
