Boca Rosa Beauty and BBB 20 20: Storytelling Analysis

Abstract

The present work aims to perform an analysis of the storytelling in the "BBB 20" campaign by the Boca Rosa Beauty brand, as well as its concept on social media. Therefore, some theoretical support will be provided by referencing existing works and studies in the scientific literature, through bibliographic and electronic research addressing the topics of digital marketing and storytelling. In this way, we understand that marketing adds meaning to the product, brand, or service, as it places them in a commercial, emotional, historical, and cultural context. On the other hand, storytelling is the ability to tell stories using intricate plots, engaging narratives, and audiovisual resources. Thus, the campaign analyzed in this work corresponds to the one Bianca Andrade developed for her participation in the 20th edition of the reality show Big Brother Brazil, broadcasted in 2020. The company employs marketing strategies for each campaign developed with the aim of consistently maintaining price and quality for its target audience while simultaneously seeking to expand its viewership through contemporary methods.

DOI:https://doi.org/10.56238/uniknowindevolp-070