Citas bibligráficas
Salazar, A., Rios, V., Leon, R., Carrasco, M. (2023). Desarrollo de campaña publicitaria para el producto KAIAK de la marca NATURA [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/24138
Salazar, A., Rios, V., Leon, R., Carrasco, M. Desarrollo de campaña publicitaria para el producto KAIAK de la marca NATURA []. PE: Pontificia Universidad Católica del Perú; 2023. http://hdl.handle.net/20.500.12404/24138
@misc{renati/537000,
title = "Desarrollo de campaña publicitaria para el producto KAIAK de la marca NATURA",
author = "Carrasco Altamirano, Milena Amigayl",
publisher = "Pontificia Universidad Católica del Perú",
year = "2023"
}
The purpose of the research carried out was to develop an advertising campaign for the Natura brand and its Kaiak perfume for men. The business objective is to be the No. 1 company in the direct sales market and, on the other hand, the communication objective of the campaign was to position Natura as the ideal brand to give away, with Kaiak as the focus product. Our research methodology was mixed since different studies were used, such as surveys, focus groups and participant observation. This campaign lasted 2 months (October and November), with a budget of S/. 1,300,000 net and aimed at men between 18 and 35 years of age with a free personality and who enjoy being on the move and in constant transformation. The campaign was called “Push your Freshness“ and consisted of four stages, from an intrigue stage to a sales stage, where a PR Stunt, two Big Moments and multiple actions within traditional and digital media could be carried out.
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