Projeto Experimental Campanha Visão do Bem Ótica Chilli Beans
Carregando...
Arquivos
Data
Título da Revista
ISSN da Revista
Título de Volume
Editor
Pontifícia Universidade Católica de Campinas (PUC-Campinas)
Resumo
Este trabalho apresenta o desenvolvimento de uma campanha de comunicação para o projeto social Visão do Bem, iniciativa da Ótica Chilli Beans em parceria com o Instituto Velho Amigo, voltada à conscientização sobre saúde ocular e ao atendimento de idosos em situação de vulnerabilidade social. O objetivo é ampliar a visibilidade do projeto, fortalecer a associação da marca com responsabilidade social e incentivar a realização periódica de exames oftalmológicos. A metodologia envolveu pesquisa documental, análise de dados secundários, benchmarking, matriz SWOT e planejamento de comunicação, criação, marketing promocional e mídia. Como resultado, foi proposta uma campanha integrada, com abordagem emocional e educativa, composta por peças digitais, site, mídia out of home, mídia indoor, influenciador, ações promocionais e anúncios pagos. Conclui-se que a campanha contribui para reforçar o reconhecimento do projeto, ampliar sua presença junto ao público e fortalecer o posicionamento social da Ótica Chilli Beans.
Abstract This paper presents the development of a communication campaign for Visão do Bem, a social project by Ótica Chilli Beans in partnership with Instituto Velho Amigo, focused on eye health awareness and support for elderly people in social vulnerability. The objective is to increase the project’s visibility, strengthen the brand’s association with social responsibility, and encourage regular eye examinations. The methodology included documentary research, secondary data analysis, benchmarking, SWOT analysis, and communication, creative, promotional marketing, and media planning. As a result, an integrated campaign was proposed, using an emotional and educational approach through digital pieces, website, out-of-home media, indoor media, influencer marketing, promotional actions, and paid ads. It is concluded that the campaign helps increase project recognition, expand its public presence, and reinforce Ótica Chilli Beans’ social positioning.
Abstract This paper presents the development of a communication campaign for Visão do Bem, a social project by Ótica Chilli Beans in partnership with Instituto Velho Amigo, focused on eye health awareness and support for elderly people in social vulnerability. The objective is to increase the project’s visibility, strengthen the brand’s association with social responsibility, and encourage regular eye examinations. The methodology included documentary research, secondary data analysis, benchmarking, SWOT analysis, and communication, creative, promotional marketing, and media planning. As a result, an integrated campaign was proposed, using an emotional and educational approach through digital pieces, website, out-of-home media, indoor media, influencer marketing, promotional actions, and paid ads. It is concluded that the campaign helps increase project recognition, expand its public presence, and reinforce Ótica Chilli Beans’ social positioning.