Loading...
Publication
Análise da estratégia nos social media da marca Garnier: um estudo de caso na Agência Digitas
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 36.46 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
No decorrer dos anos os social media têm vindo a crescer, o que permitiu às marcas criar ligações mais fortes com os seus consumidores, comparativamente com outros tipos de media.
O relatório de estágio em questão tem como base o estágio realizado na Agência Digitas do Grupo Publicis e tem como objetivo estudar as diversas formas de uma marca comunicar nos social media, recorrendo a estratégias personalizadas de acordo com as suas necessidades. Assim, estudou-se o caso da marca Garnier Portugal, nas três pla-taformas que esta comunica, com o intuito de analisar e identificar padrões na estratégia usada pela Agência Digitas. Nesta análise, foi possível perceber que a estratégia imposta pela Digitas tem tido bons resultados, tanto no aumento de alcance como também de engagement. Foi possível identificar: diversos tipos de conteúdos; diferentes formatos comunicados; diversas gamas da marca Garnier, que motivavam mais ou menos o consumidor de acordo com valores de alcance e engagement.
Over the years social media has been growing and this allowed brands to create a stronger connection with their consumers, in comparison to other types of media. This report is based on the internship taken at Digitas, agency of Publicis Group. The goal of this report is to study the different ways a brand communicates in social media, using personalized strategies according to the brand’s needs. Therefore, the case study of Garnier Portugal was studied in the three platforms it communicates, in order to analyze and identify patterns in the strategy used by Digitas agency. In this case study, it was possible to understand that the established strategy by Digitas has had good results both in the increase of reach and engagement. It was possible to identify: different types of contents; different formats; subbrands of Garnier that motivated the consumer more or less, considering their reach and engagement.
Over the years social media has been growing and this allowed brands to create a stronger connection with their consumers, in comparison to other types of media. This report is based on the internship taken at Digitas, agency of Publicis Group. The goal of this report is to study the different ways a brand communicates in social media, using personalized strategies according to the brand’s needs. Therefore, the case study of Garnier Portugal was studied in the three platforms it communicates, in order to analyze and identify patterns in the strategy used by Digitas agency. In this case study, it was possible to understand that the established strategy by Digitas has had good results both in the increase of reach and engagement. It was possible to identify: different types of contents; different formats; subbrands of Garnier that motivated the consumer more or less, considering their reach and engagement.
Description
Keywords
Publicidade Estratégia digital Social media Relatório de estágio