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Plano de marketing digital para lançamento de um disco de uma banda do género World Music - Ginga
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Este trabalho apresenta o planeamento estratégico para o lançamento do quinto álbum da banda portuguesa Ginga, inserida na World Music e marcada pela fusão entre identidade cultural e modernidade sonora. Mais do que um plano de marketing, define-se
uma estratégia global que orienta objetivos e ações para consolidar a presença da banda nos mercados nacional e internacional.
Com base em análises PESTEL e SWOT e dados de entidades como a AMAEI e a Chartmetric, o projeto visa posicionar a banda Ginga como referência da música lusófona contemporânea, através de uma narrativa coerente e digitalmente relevante. A estratégia
de segmentação e posicionamento foca-se em jovens-adultos (18-40 anos), urbanos e ativos em plataformas digitais, com elevado potencial de engagement. A identidade da banda é estruturada pelo Prisma de Kapferer e pelos 7 Ps do marketing, assegurando coerência entre essência artística e presença de mercado. O plano de comunicação multicanal integra conteúdos audiovisuais (Instagram, TikTok, YouTube), campanhas segmentadas (Facebook e Spotify Ads) e email marketing. O planeamento de conteúdo divide-se em três fases; pré-lançamento, lançamento e pós lançamento, com objetivos SMART e métricas de desempenho. O orçamento estratégico distribui recursos entre digital, merchandising e concertos, promovendo um modelo sustentável. A adoção de um planeamento profissional e estruturado, incomum entre bandas independentes portuguesas, torna-se no fator diferenciador da banda Ginga, contribuindo para o reforço da sua visibilidade.
This work presents the strategic planning for the launch of the fifth album by the Portuguese band Ginga, part of the World Music genre and known for its fusion of cultural identity and contemporary sound. More than a marketing plan, it defines a global strategy that guides objectives and actions to consolidate the band’s presence in both national and international markets. Based on PESTEL and SWOT analyses and data from entities such as AMAEI and Chartmetric, the project aims to position Ginga as a reference in contemporary Lusophone music, through a coherent and digitally relevant narrative. The segmentation and positioning strategy focuses on young adults (18–40 years old), urban, digitally active, with high engagement potential. The band’s identity is structured using Kapferer’s Brand Identity Prism and the 7 Ps of marketing, ensuring coherence between artistic essence and market presence. The multichannel communication plan integrates audiovisual content (Instagram, TikTok, YouTube), targeted campaigns (Facebook and Spotify Ads), and email marketing. The content planning is divided into three phases: pre-launch, launch, and post-launch, with SMART objectives and performance metrics. The strategic budget allocates resources across digital, merchandising, and live performances, promoting a sustainable model. The adoption of professional and structured planning, uncommon among independent Portuguese bands, becomes Ginga’s differentiating factor and contributes to strengthening its visibility.
This work presents the strategic planning for the launch of the fifth album by the Portuguese band Ginga, part of the World Music genre and known for its fusion of cultural identity and contemporary sound. More than a marketing plan, it defines a global strategy that guides objectives and actions to consolidate the band’s presence in both national and international markets. Based on PESTEL and SWOT analyses and data from entities such as AMAEI and Chartmetric, the project aims to position Ginga as a reference in contemporary Lusophone music, through a coherent and digitally relevant narrative. The segmentation and positioning strategy focuses on young adults (18–40 years old), urban, digitally active, with high engagement potential. The band’s identity is structured using Kapferer’s Brand Identity Prism and the 7 Ps of marketing, ensuring coherence between artistic essence and market presence. The multichannel communication plan integrates audiovisual content (Instagram, TikTok, YouTube), targeted campaigns (Facebook and Spotify Ads), and email marketing. The content planning is divided into three phases: pre-launch, launch, and post-launch, with SMART objectives and performance metrics. The strategic budget allocates resources across digital, merchandising, and live performances, promoting a sustainable model. The adoption of professional and structured planning, uncommon among independent Portuguese bands, becomes Ginga’s differentiating factor and contributes to strengthening its visibility.
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Palavras-chave
World Music plano de marketing identidade de marca estratégias digitais banda Ginga marketing plan brand identity digital strategies Ginga band