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Branded content pode ser cool? Estudo de caso de campanhas publicitárias da Dove nos anos 2021, 2022 e 2023
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O presente trabalho de conclusão de Mestrado pretende investigar como os sinais cool e a sua análise podem melhorar a efetividade do Branded Content. As metodologias utilizadas são a pesquisa documental e bibliográfica, e a aplicação de estudo de caso. Procura, inicialmente, maximizar conhecimentos e encontrar um conceito operacional próprio de Branded Content, área primária da pesquisa. Coolhunting compõe a área secundária de investigação. Para cruzamento das áreas e análise das definições encontradas, é aplicado estudo de caso ao trabalho de Branded Content da marca Dove em campanhas publicitárias dos últimos três anos: Reverse Selfie (2021), Toxic Influence (2022) e Cost of Beauty (2023). Sob os conceitos propostos no cruzamento temático, os resultados obtidos confirmaram a problemática de pesquisa e responderam às perguntas de investigação. O estudo de caso comprovou a união e pertinência das áreas em uma análise prática, permitindo a afirmação de que o branded content produzido pela Dove nos últimos três anos é cool. Como contribuições para as áreas de estudo de marketing e análise de tendências, a pesquisa evidenciou a união das temáticas em prol da eficiência da comunicação publicitária para marcas. Outra contribuição evidenciada é a transformação de comportamento dos consumidores nas realidades digitais, com novas características acompanhadas por macro e micro tendências, como o estudo de caso e sua abordagem metodológica pôde comprovar. Demais conclusões, reflexões sobre o processo de pesquisa, bibliografia e referências finalizam a estrutura do trabalho.
This Master's thesis aims to investigate how cool signals and their analysis can improve the effectiveness of Branded Content. The methodologies used are documentary and bibliographical research, and the application of case study. Initially, it seeks to maximize knowledge and find its own operational concept of Branded Content, the primary area of research. Coolhunting is the secondary area of research. To cross-reference the areas and analyze the definitions found, a case study is applied to the Branded Content work of the Dove brand in advertising campaigns over the last three years: Reverse Selfie (2021), Toxic Influence (2022) and Cost of Beauty (2023). Under the concepts proposed in the thematic intersection, the results obtained confirmed the research problem and answered the research questions. The case study proved the union and relevance of the areas in a practical analysis, allowing the affirmation that the branded content produced by Dove in the last three years is cool. As contributions to the areas of marketing study and trend analysis, the research highlighted the union of themes in favor of the efficiency of advertising communication for brands. Another contribution highlighted is the transformation of consumer behavior in digital realities, with new characteristics accompanied by macro and micro trends, as the case study and its methodological approach proved. Other conclusions, reflections on the research process, bibliography and references finalize the structure of the work.
This Master's thesis aims to investigate how cool signals and their analysis can improve the effectiveness of Branded Content. The methodologies used are documentary and bibliographical research, and the application of case study. Initially, it seeks to maximize knowledge and find its own operational concept of Branded Content, the primary area of research. Coolhunting is the secondary area of research. To cross-reference the areas and analyze the definitions found, a case study is applied to the Branded Content work of the Dove brand in advertising campaigns over the last three years: Reverse Selfie (2021), Toxic Influence (2022) and Cost of Beauty (2023). Under the concepts proposed in the thematic intersection, the results obtained confirmed the research problem and answered the research questions. The case study proved the union and relevance of the areas in a practical analysis, allowing the affirmation that the branded content produced by Dove in the last three years is cool. As contributions to the areas of marketing study and trend analysis, the research highlighted the union of themes in favor of the efficiency of advertising communication for brands. Another contribution highlighted is the transformation of consumer behavior in digital realities, with new characteristics accompanied by macro and micro trends, as the case study and its methodological approach proved. Other conclusions, reflections on the research process, bibliography and references finalize the structure of the work.