Análise das estratégias de comunicação da boca rosa beauty e o que as pequenas marcas podem aprender com isso

Abstract

The present work aims to analyze the marketing actions adopted by the Boca Rosa Beauty brand, verifying their alignment with the existing theory on the subject. To this end, Boca Rosa Beauty pieces published on Instagram were selected from November 20, 2018 to November 24, 2020, with the intention of promoting, attracting and retaining the customer in the consumption of the brand's products. In addition, the study intends to generate knowledge and inspiration for the application of these initiatives in small companies. To support this research, a brief theoretical review involving brand identity, Brand Equity, Digital Marketing and the concepts of Buzz Marketing, Storytelling, Transmedia Storytelling, Audience Recognition and Consumer Experience is carried out. In the Instagram analysis of Boca Rosa Beauty and its owner Bianca Andrade, actions were identified that generated buzz, suspense, sensory appeals that helped in the customer experience memorization process, community promotion actions and concern with the brand's visual identity , confirming alignment with the theory. Making the necessary adjustments, this experience produces knowledge and inspiration for small brands, especially regarding the use of the digital medium, which makes it possible to increase the brand's reach, more easily reach market niches and generate proximity to the public.