Análise da estratégia de marketing product placement na campanha da Natura no Rock in Rio 2024

Abstract

This work aims to analyze the posts of Natura's Rock in Rio 2024 campaign on Instagram, regarding the product placement marketing strategy. Product placement is an advertising strategy that consists of inserting products or brands in audiovisual media (movies, TV, social networks, etc.) as a form of indirect promotion, offering lower costs compared to traditional advertisements, focusing on creating a relationship between consumers and the brand, taking the organization to the entertainment business. For this study, Bardin's (2006) Content Analysis was used as a methodology, which seeks to organize the data collected by the researcher of the study, dividing them into codes and categories, in order to have a better analysis. In this way, the campaign posts were analyzed, organizing the data into three categories, in this way, it can be verified that celebrities have an influence on consumers, so that the collab posts with the brand had positive comments, as well as the brand obtained a significant number of views of its reels during the campaign.