THE SR. BACANA BRAND IN COVID-19 PANDEMIC: affective memory on Instagram
DOI:
https://doi.org/10.20873/uft.2447-4266.2022v8n1a2ptPalavras-chave:
Sr. Bacana, Publicity, Instagram, Affective memoryResumo
The micro brand Sr. Bacana from Bauru reinvented itself in the pandemic when it was launched on social media Instagram. To differentiate his business from the commodities market, he bet on the affectionate memory of his warm 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. We identified three stages in Sr. Bacana's journey: 1) launch of the brand; 2) brand connection; 3) the brand as a digital influencer.
Downloads
Referências
AFONSO, Carolina; BORGES, Leticia. Social Target: from strategy to implementation. Rio de Janeiro: Top Books Editorial, 2013.
ALMEIDA, Kelvin Interview with Tatiana Cristina Molini. Via WhatsApp. Bauru, May 12 2021.
ANIE APP The State of Mobile 2021 Report United States: San Francisco, 2021. Available at: https://www.appannie.com/en/insights/topic/reports/. Accessed on: 11 Jan. 2021.
TV reigns supreme among the media and maintains a prominent position in SERTSC credibility, 2018. Available in: https://www.sertsc.org.br/site/tv-reina-absoluta- entre-as-midias-e-mantain-posicao-de-destaque-em-credibilidade/Accessed on: May 2 2021.
OAK, Nelly de. Advertising: the language of seduction. 3rd ed. São Paulo: Attica, 2001. COSTA, Silvia Almeida da. Advertising and consumer society In: BEZERRA, Beatriz Braga (Org.) Advertising and consumption: entertainment, childhood, social media.
Recife: Editora UFPE, 2016.
COSTA, Silvia Almeida da; COVALESKI, Rogério. The humanization of the discourse of
brands in the face of new consumption experiences. Journal of the Institute of Applied Social Sciences, Management and Development, Novo Hamburgo, v.11, n.1, p.14-27, jan.2014. Available in:
https://periodicos.feevale.br/seer/index.php/revistagestaoedesenvolvimento/article/vie w/117/112. Accessed on: March 5th. 2021.
FERREIRA, Emmanoel; CONSTANTINO, Fernanda Angelo; LIMA, Juliana Souza. Daily life and Instagram: Ephemerality and Self Narratives in the Stories Resource. Spheres Magazine, No. 2, p. 151-161, July to December 2017. Available at: https://portalrevistas.ucb.br/index.php/esf/article/download/8686/5764. Accessed on: May 2nd. 2021.
FREITAS, Stephanie. How brands can exert digital influence Portal Influency.me, São Paulo 3 Apr. 2020. Available in: https://www.influency.me/blog/marcas-influencia- digital/Accessed on: May 2nd. 2021.
JENKINS, Henry Culture of Convergence Translation Susana Alexandrina. 2nd ed. São Paulo: Aleph, 2009.
KANTAR IBOPE Social Media Trends for 2019. São Paulo, 2018. Available at: https://www.kantaribopemedia.com/wp-content/uploads/2019/02/As- Tend%C3%AAncias-das-M%C3%ADdias-Sociais-para-2019_pt-BR.pdf. Accessed on: 01 Oct. 2020.
KOTLER, Philip MARKETING 4.0 – From Traditional to Digital. Philip Kotler, Hermawan Kartajaya and Iwan Setiawan. Rio de Janeiro: Sextante Publisher, 2017.
LIPOVETSKY, Gilles A Paradoxal Happiness: essays on the hyperconsumption society. São Paulo: Companhia das Letras, 2007.
MARK, Margaret; PEARSON, Carol S. The Hero and the Outlaw - How to Build Extraordinary Brands Using the Power of Archetypes. São Paulo, Cultrix, 2001.
MODERN, Maria Claudia Simões. Psychological Mechanisms of Advertising and Marketing, Millenium 20: 2000. Available at: http://www.ipv.pt/millenium/20_pers11.htm. Accessed on: March 5th. 2021.
e-ISSN no 2447-4266 Palmas, v. 8, n. 1, p. 1-50, 2022 http://dx.doi.org/10.20873/uft.2447-4266.2022v8n1a2en
e-ISSN no 2447-4266 Palmas, v. 8, n. 1, p. 1-50, 2022 http://dx.doi.org/10.20873/uft.2447-4266.2022v8n1a2en
MORIN, Edgar. Mass Culture in the 20th Century: The Spirit of Time – 1 Neurosis. Rio de Janeiro: University Forensics, 1977.
MUNHOZ, Julia. Instagram for Business: Learn to sell everyday by turning followers into customers. São Paulo: DVS Editora, 2020.
OPINION BOX Instagram in Brazil: user behavior data, habits and preferences. Belo Horizonte, 2021. Available at: https://materials.opinionbox.com/infografico- pesquisa-instagram. Accessed on: Feb 28 2021.
PEÇANHA, Victor. Thanks for Marketing: a complete guide on how to delight people and generate business using content marketing. São Paulo: Benvirá, 2017.
PIZA, Mariana Vassallo Influence processes in the online environment: analysis by YouTuber Jout Jout. 2016. Available at: http://repositorio.unb.br/bitstream/10482/22919/1/2016_MarianaVassalloPiza.pdf . Accessed on: 05 Jan. 2021.
RECUERO, Raquel Social networks on the internet. Porto Alegre: Sulina, 2009. ROCHNESKI, Monique Are we still mammals?: the permanence of advertising in affective memory. 2018. 82 f. Monograph (Bachelor in Advertising and Advertising). Advertising and Advertising Course. University of Passo Fundo, Passo Fundo, RS,
ROWLES, Daniel Digital Branding - Digital Branding A complete step-by-step guide to
strategy, tactics, tools and measurement 2. ed. New York: Kogan Page, 2018. SGORLA, Fabiane The communication of social responsibility on websites of private organizations. In: BRAZILIAN SCIENTIFIC CONGRESS ON ORGANIZATIONAL COMMUNICATION AND PUBLIC RELATIONS, III, São Paulo, 28 to 30 April 2009. Anais... Abrapcorp. São Paulo, 2009. Available at:
www.abrapcorp.org.br/anais2009/pdf/GT5_Fossa. Accessed on: Oct. 31 2020. TEIXEIRA, Vanessa Cristiane Digital influencers as a marketing strategy. Completion of
course work. University of Southern Santa Catarina. Clown: 2018.
TELLES, André The Social Media Revolution - Cases, concepts, tips and tools. Powerful digital marketing strategies for you and your business to succeed on social media.
São Paulo: Editora M. Books, 2010.
TERRA, Carolina Franzon Influencing digital brands: how to transform organizations into
digital content producers 1. ed. São Paulo: Diffusion, 2021.
TROIANO, Jaime Curcio Brandintelligence: building brands that strengthen companies
and move the economy. São Paulo: Estação das Letras e Cores, 2017.
TUBULAR LABS AND POLIS CONSULTING COVID-19: What does Brazil watch on digital platforms? São Paulo, 2020. Available at: https://polisconsulting.com.br/reports/ .
Accessed on: Feb 28 2021.
WE ARE SOCIAL AND HOOTSUITE The Digital 2021 Global Overview Report United
States: New York, 2021. Available at: https://wearesocial.com/blog/2021/01/digital-2021-the-latest-insights-into-the- state-of-digitalAccessed on: Feb 28 2021.
WE ARE SOCIAL AND HOOTSUITE Digital in Brazil 2021. United States: New York, 2021. Available in: https://datareportal.com/reports/digital-2021-brazil. Accessed on: Feb 28 2021.
WU, Along; TAKAMITSU, Jimura. Exploring an Importance-Performance Analysis approach to assess target image. Local economy. vol. 34.7: pp. 699-717, London,
Publicado
Como Citar
Edição
Seção
Licença
Copyright (c) 2022 Revista Observatório
Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial 4.0 International License.
[PT] Autores que publicam nesta revista concordam com os seguintes termos:
1. Autores mantém os direitos autorais e concedem à revista, sem pagamento, o direito de primeira publicação, com o trabalho simultaneamente licenciado sob a Creative Commons Attribution License (CC BY-NC 4.0), permitindo o compartilhamento do trabalho com reconhecimento da autoria do trabalho e publicação inicial nesta revista.
Leia todos os termos dos direitos autorais aqui.
