Case study: create a facebook campaign to launch the APP Matrix Color Lounge

• Autor(a) principal: Calado, André Filipe Ribeiro Bettencourt
• 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/10071/13454
• topic: Digital marketing; Beauty app market; Facebook ads; Marketing eletrónico; Mercado publicitário; Estratégias de comunicação; Rede social; Facebook; Estudo de casos

Welcome to the twenty-first century, when isn’t enough for marketers to know how to manage a budget, give a few touches in accounting, be a creative genius maintaining rationality, predict the future, know the living habits of your target, transform ideas into catchy presentations, objectives into numbers accompanied by explicit graphs and have the aesthetic sense of an interior designer. Welcome to 2016, when a marketer has to master the digital marketing to assure that the campaign is seen and hear what your target really want. The objective of this case study is to stem the reader knowledge about using digital marketing to develop an effective communication strategy, know the platforms where it is worth investing and how to do it. For a better perception of the reader it was used as a bench the methodoly used to launch the application Style My Hair, to achieve the same results with the launch of Matrix Color Lounge application, which belongs to the brand of the division of professional products - Matrix – of L’Oréal group. The first analysis explains the company and the product to be launched, along with its competitors, having then the theoretical side of the digital marketing that should be related to the content previously read to be able to answer the questions of the case study. At the end, the reader will be able to see how it’s possible to enhance the release of an application through Facebook and how the 4 P's of traditional marketing evolved into the 8 P's of digital marketing. Given that the main information contained in the case comes from the L'Oréal Group, the case study does not include many references, also because the subject of applications is still a very recent one, don’t existing that many studies based on this new world.