Chacel, MarcelaBezerra, Dayse2025-01-292025-01-292025-01-14BEZERRA, Dayse Chagas. Placemente e telenovela: considerações sobra a ação da Dove em Pantanal (2022). 2025. 22 f. TCC (Graduação) - Curso de Comunicação Social - Publicidade e Propaganda, Departamento de Comunicação, Universidade Federal do Rio Grande do Norte, Natal, 2025.https://repositorio.ufrn.br/handle/123456789/62290The Dove brand, in 2022, carried out a commercial insertion in the remake of the soap opera Pantanal, with the purpose of promoting the “Power of Plants” line. To engage the public on social media before recording the scene, the brand launched the #MãeTôNaGlobo contest, with the proposal to select an employee to participate in the insertion. The objective of this study is to analyze how this insertion was executed, identifying the strategies adopted by the brand to promote its line within the plot, in addition to examining the use of authority discourse by the actors involved in the scene. Using Kozinets' netnography (2010), which enables the observation and collection of data on phenomena on the internet, it was possible to observe the use, in the chosen insertion, of three different types of placement, which contributed to the naturalness of the insertion. And although the use of authority discourse was foreseen in the research objectives, it was not used at the time, which did not compromise the progress of the project, which, on the contrary, benefited from the creative strategy of the competition.CC0 1.0 Universalhttp://creativecommons.org/publicdomain/zero/1.0/PlacementTelenovelasMarcasEstratégiaDoveMarketingbachelorThesisCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO