How can Cre.eight : an online t-shirt brand : increase brand awareness and sales, in Portuguese market, through its main social media networking sites : Facebook and Instagram?

• Autor(a) principal: Ferraz, Pedro Filgueiras Soares
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/21011
• topic: Social media; Facebook; Instagram; Up-rising brands; Online brands; Social media strategies; Cre.eight; Redes socias; Marcas emergentes; Marcas online; Estratégias nas redes sociais; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Cre.eight is an online t-shirt brand founded by Pedro Ferraz in 2015. This dissertation has the objective of studying Cre.eight and understanding the importance of Facebook and Instagram as means of increasing brand awareness and sales. The relevance of social media networking sites for the millennial generation was evaluated, along with the tools that these platforms posses for up-rising brands. An outlined analysis of Facebook and Instagram and their power as communication channels allows the reader to understand how Cre.eight is able to work with an array of tools to attain the desired level of recognition. The case study presented occurs in 2015, marked by the launch of the first collection, serves to understand the brand, assess every process of the business, evaluation of past mistakes and generated results. An analysis on what strategies to be implemented on Facebook and Instagram, and the key factors for such strategies to be effectively implemented was constructed, based on: (1) an online survey to study the perception on online shopping, (2) benchmarking the social media accounts of two leading Portuguese entrepreneur brands, and (3) taking into consideration the elements explored in the Literature Review. The dissertation conclusively draws particular relevance to the following key points: the correct exploitation of advertising tools, on Facebook through effective segmentation and strong management of generated insights, Instagram with the correct usage of social media mavens and exclusive and captivating visuals, along with the consistency and diversity of generated content to maintain consumers and engagement towards the brand.