Campaña Operación Laive Mix
Date
2021-02-23
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
La presente investigación desarrolla una estrategia publicitaria que se traduce en una campaña
de posicionamiento para la marca Laive Mix, como la mejor opción dentro del mercado de
yogures mix (presentación de yogurt con cereal). Para ello, se asocia a la marca con los valores
de diversión y juventud. Como parte de la investigación, se presenta un análisis sobre el
contexto actual, público objetivo, categoría y competencia. Asimismo, se emplean técnicas
cualitativas y cuantitativas de investigación para el análisis de profundidad, como encuestas y
entrevistas a jóvenes de entre 13 a 18 años, el público objetivo. Haciendo uso de esta
información, se desarrolla un concepto creativo. La estrategia comunicacional consiste en
relacionar a Laive Mix con una forma de ser “chévere” a través de una campaña lúdica digital,
debido a que el público disfruta de la interacción con sus pares. De ello, nace la idea “Hazte
notar con Laive Mix” con la participación del público mediante un concurso denominado
“Operación Laive Mix”. Esto mencionado, parte del siguiente hallazgo de la investigación: el
público objetivo disfruta de crear contenido digital y muchos sueñan con ser influencers. Es
por ello que “Operación Laive Mix” busca brindar apoyo, mostrando a la marca como divertida
y empática con los jóvenes. Por último, la ejecución de la campaña propuesta se divide en
cuatro etapas: intriga, revelación, participación y el ganador las cuales se desarrollan a lo largo
de un periodo de cinco semanas. Asimismo, cada etapa cuenta con diversas acciones
principalmente online y algunas offline.
The following research develops an advertising strategy that becomes a positioning campaign for the Laive Mix brand, as the best option in the yogurt mix market (a product that contains yogurt and cereal). The main objective is to associate the brand with the values of fun and youth. As part of the research, an analysis is presented on the current context, target audience, category and competition. Likewise, qualitative and quantitative research techniques are used for in-depth analysis such as surveys and interviews with the target audience: young people between 13 and 18 years old. Using this information, a creative concept is developed. The communicational strategy consists of relating Laive Mix with a way of being “cool” through a digital ludic campaign, since the public enjoys the interaction with their peers. From this, borns the idea “Get noticed with Laive Mix” with the participation of the public through a contest called “Operation Laive Mix”. This is based on the following research finding: the target audience enjoys creating digital content and many of them dream of being influencers. That is why "Operation Laive Mix'' seeks to provide support, showing the brand as fun and empathetic with young people. Finally, the execution of the proposed campaign is divided into four stages: intrigue, revelation, participation and the winner, which take place over a period of five weeks. Likewise, each stage has various actions mainly online and some offline.
The following research develops an advertising strategy that becomes a positioning campaign for the Laive Mix brand, as the best option in the yogurt mix market (a product that contains yogurt and cereal). The main objective is to associate the brand with the values of fun and youth. As part of the research, an analysis is presented on the current context, target audience, category and competition. Likewise, qualitative and quantitative research techniques are used for in-depth analysis such as surveys and interviews with the target audience: young people between 13 and 18 years old. Using this information, a creative concept is developed. The communicational strategy consists of relating Laive Mix with a way of being “cool” through a digital ludic campaign, since the public enjoys the interaction with their peers. From this, borns the idea “Get noticed with Laive Mix” with the participation of the public through a contest called “Operation Laive Mix”. This is based on the following research finding: the target audience enjoys creating digital content and many of them dream of being influencers. That is why "Operation Laive Mix'' seeks to provide support, showing the brand as fun and empathetic with young people. Finally, the execution of the proposed campaign is divided into four stages: intrigue, revelation, participation and the winner, which take place over a period of five weeks. Likewise, each stage has various actions mainly online and some offline.
Description
Keywords
Mercadeo en Internet, Posicionamiento (Publicidad), Yogurt--Industria y comercio
Citation
Endorsement
Review
Supplemented By
Referenced By
Creative Commons license
Except where otherwised noted, this item's license is described as info:eu-repo/semantics/openAccess