Boca Rosa

Bianca Andrade's brand strategies for the launch of a new foundation in 2024

Abstract

Digital marketing becomes relevant due to its power of reach. Among some digital marketing tools is influencer marketing, companies that know how to use the tools available, like the influencers themselves, who move and influence millions of people. The case discussed in this article is one of the beautiful examples of the use of digital marketing and influencer marketing in favor of a brand's interests. Boca Rosa, together with owner Bianca Andrade, managed to use these strategies to launch their new product, a stick foundation. To achieve the objectives of this work, Kotler, 2010 was used as a theoretical basis to deal with marketing; Keller 2009 to deal with digital marketing; Ferreira (2018) to deal with influencer marketing. In addition to bibliographical research, this article is characterized by being a qualitative case study. Using her success stories, Bianca made a series of videos, in addition to interviews, to talk a little more about entrepreneurship and her expectations for a new product. Thus, taking its followers and consumers into the challenge that is the launch of the new Boca Rosa foundation. Generating expectations, it announces a completely reformulated product, bringing its advantages and practicality to the daily lives of its customers. During the launch live, Boca Rosa made millions, being successful for the brand that, until then, started from scratch in the market.