A comunicação mercadológica da micro marca Sr. Bacana: memória afetiva no Instagram
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Data
2021-11-12
Autores
Molini, Tatiana Cristina
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
A pesquisa tem como objetivo refletir sobre a comunicação mercadológica de micro marcas na cibercultura e mídias pós-massivas para analisar a trajetória da marca bauruense Sr. Bacana, desde a sua criação até o alcance do status de marca influenciadora digital local. A micro marca Sr. Bacana se reinventou na pandemia da Covid-19, período em que foi lançada na mídia social Instagram. Para se diferenciar no mercado de commodities, apostou na memória afetiva do avô acolhedor e bem humorado, que vende caldo de cana e água de coco há 30 anos na cidade. A metodologia iniciou-se com a fundamentação bibliográfica sobre marca, publicidade e mídia social Instagram para uma descrição analítica da história e comunicação da marca no seu primeiro ano de existência, chegando a quase 30.000 seguidores. Além de uma análise netnográfica, o estudo apresenta fundamentação teórica sobre comunicação mercadológica pós-massiva das micros marcas, o cenário cultural, social e tecnológico em que elas se inserem, no contexto marcado pela cultura da convergência e conexão, principalmente em mídias sociais como o Instagram que possibilita a comunicação e venda de produtos, acelerando o volume do varejo híbrido e promovendo o desenvolvimento local sustentável. Foi possível identificar três fases nesse percurso do Sr. Bacana: 1) lançamento e identidade da marca; 2) conexão com o público; 3) a marca como influenciadora digital. A trajetória de sucesso da marca Sr. Bacana resultou da comunicação estratégica na era pós-massiva da publicidade.
The research aims to reflect on the marketing communication of micro brands in cyberculture and post-mass media to analyze the trajectory of the Bauruense brand Sr. Bacana, from its creation to the achievement of the status of a local digital influencer brand. The micro brand Sr. Bacana reinvented itself in the Covid-19 pandemic, when it was launched on the social media Instagram. To differentiate himself in the commodities market, he bet on the affective memory of the welcoming and good-humored grandfather, who has been selling sugarcane juice and coconut water for 30 years in the city. The methodology began with the bibliographic foundation on the brand, advertising and social media Instagram for an analytical description of the brand's history and communication in its first year of existence, reaching almost 30,000 followers. In addition to a netnographic analysis, the study presents theoretical foundations on post-massive marketing communication of micro brands, the cultural, social and technological scenario in which they are inserted, in the context marked by the culture of convergence and connection, especially in social media such as Instagram that enable the communication and sale of products, accelerating the volume of hybrid retail and promoting sustainable local development. It was possible to identify three phases in Sr. Bacana's journey: 1) launch and brand identity; 2) connection with the public; 3) the brand as a digital influencer. The successful trajectory of the Sr. Bacana brand resulted from strategic communication in the post-mass advertising era.
The research aims to reflect on the marketing communication of micro brands in cyberculture and post-mass media to analyze the trajectory of the Bauruense brand Sr. Bacana, from its creation to the achievement of the status of a local digital influencer brand. The micro brand Sr. Bacana reinvented itself in the Covid-19 pandemic, when it was launched on the social media Instagram. To differentiate himself in the commodities market, he bet on the affective memory of the welcoming and good-humored grandfather, who has been selling sugarcane juice and coconut water for 30 years in the city. The methodology began with the bibliographic foundation on the brand, advertising and social media Instagram for an analytical description of the brand's history and communication in its first year of existence, reaching almost 30,000 followers. In addition to a netnographic analysis, the study presents theoretical foundations on post-massive marketing communication of micro brands, the cultural, social and technological scenario in which they are inserted, in the context marked by the culture of convergence and connection, especially in social media such as Instagram that enable the communication and sale of products, accelerating the volume of hybrid retail and promoting sustainable local development. It was possible to identify three phases in Sr. Bacana's journey: 1) launch and brand identity; 2) connection with the public; 3) the brand as a digital influencer. The successful trajectory of the Sr. Bacana brand resulted from strategic communication in the post-mass advertising era.
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Palavras-chave
Comunicação mercadológica, Sociedade conectada, Mídias sociais, Instagram, Publicidade, Sr. Bacana, Advertising, affective memory, memória afetiva, Micro brand from Bauru