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A GESTÃO DE REDES SOCIAIS E O MARKETING DE CONTEÚDO: ESTUDO CASO DE CASO DO GRUPO FERCAR
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Este relatório de estágio, realizado no Departamento de Marketing do Grupo FERCAR, tem como objetivo analisar as estratégias de comunicação e marketing digital adotadas pela empresa, com ênfase na forma como a FERCAR comunica a inovação e modernidade dos seus produtos, especialmente o termo "fogão a lenha". Tradicionalmente visto como um produto antiquado, a FERCAR tem procurado reposicionar o fogão a lenha através de uma comunicação eficaz que destaca a sustentabilidade, eficiência energética e o design inovador. O estágio permitiu observar a utilização de plataformas digitais, como as redes sociais, para promover a marca e interagir com um público cada vez mais jovem e ambientalmente consciente. O conteúdo gerado pelos utilizadores (CGU) tem sido uma das estratégias mais eficazes para reforçar a imagem da marca, criando uma comunidade digital ativa e engajada. A análise revelou que a FERCAR tem conseguido conciliar tradição e inovação, destacando os benefícios ecológicos e económicos dos seus produtos. Foram ainda identificados desafios em manter a consistência da comunicação entre inovação e tradição, sem alienar consumidores mais conservadores.Por fim, o relatório propõe recomendações para a melhoria das campanhas digitais, como a utilização de novas plataformas emergentes, o reforço da produção de conteúdo educativo e interativo, e a monitorização contínua dos resultados das campanhas para otimizar o impacto no público-alvo e nas vendas.
This internship report, carried out in the Marketing Department of the FERCAR Group, aims to analyze the communication and digital marketing strategies adopted by the company, with an emphasis on how FERCAR communicates the innovation and modernity of its products, especially the term ‘wood-burning cooker’. Traditionally seen as an old-fashioned product, FERCAR has sought to reposition the wood-burning cooker through effective communication that emphasizes sustainability, energy efficiency and innovative design. The internship allowed us to observe the use of digital platforms, such as social networks, to promote the brand and interact with an increasingly young and environmentally conscious public. User-generated content (UGC) has been one of the most effective strategies for reinforcing the brand's image, creating an active and engaged digital community. The analysis revealed that FERCAR has managed to reconcile tradition and innovation, emphasizing the ecological and economic benefits of its products. Challenges were also identified in maintaining consistent communication between innovation and tradition, without alienating more conservative consumers.Finally, the report proposes recommendations for improving digital campaigns, such as using new emerging platforms, strengthening the production of educational and interactive content, and continuously monitoring campaign results to optimize the impact on the target audience and sales.
This internship report, carried out in the Marketing Department of the FERCAR Group, aims to analyze the communication and digital marketing strategies adopted by the company, with an emphasis on how FERCAR communicates the innovation and modernity of its products, especially the term ‘wood-burning cooker’. Traditionally seen as an old-fashioned product, FERCAR has sought to reposition the wood-burning cooker through effective communication that emphasizes sustainability, energy efficiency and innovative design. The internship allowed us to observe the use of digital platforms, such as social networks, to promote the brand and interact with an increasingly young and environmentally conscious public. User-generated content (UGC) has been one of the most effective strategies for reinforcing the brand's image, creating an active and engaged digital community. The analysis revealed that FERCAR has managed to reconcile tradition and innovation, emphasizing the ecological and economic benefits of its products. Challenges were also identified in maintaining consistent communication between innovation and tradition, without alienating more conservative consumers.Finally, the report proposes recommendations for improving digital campaigns, such as using new emerging platforms, strengthening the production of educational and interactive content, and continuously monitoring campaign results to optimize the impact on the target audience and sales.
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Comunicação da marca Conteúdo gerado pelo utilizador Marketing Digital Reposicionamento de marca