Carvalho, Breno da SilvaDiniz, Bruna Lavinia Cortez2023-12-122023-12-122023-12-05DINIZ, Bruna Lavinia Cortez. Alavancas do marketing digital no canal de Youtube e shorts "Coisa Nossa": um estudo de caso à luz do brading, do conteúdo e da influência. 2023. 42 f. Trabalho de Conclusão de Curso (Graduação em Comunicação Social - Publicidade e Propaganda), Departamento de Comunicação Social, Universidade Federal do Rio Grande do Norte, Natal, 2023.https://repositorio.ufrn.br/handle/123456789/55808The present work aims primarily to develop an analysis of branded content by influencers used on the YouTube and Shorts Coisa Nossa channels of Guaraná Antarctica. The construction of this case study was supported by the concept of post-modern brands, as proposed by Andrea Semprini (2016), branded content, according to Philip Kotler, Kartajaya e Setiawan (2017), and Kotler (2021), and influencers, as discussed by Primo, Matos, and Monteiro (2021). Videos were selected from the YouTube platform of the Guaraná Antarctica, Coisa Nossa, and Shorts Coisa Nossa [official] channels as the study objects. This made it possible to elaborate on how the brand leverages its own content creation as a digital marketing strategy.Attribution-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nd/3.0/br/Guaraná Antarctica; Coisa Nossa; Marketing de Conteúdo; Influenciadores; Youtube.bachelorThesis