Emoção e consumo: uma análise netnográfica das campanhas publicitárias sazonais “tormenta” (dia das mães) e “casa de vidro” (natal) de o boticário

Abstract

This research investigates the use of emotional storytelling in the seasonal advertising campaigns of the O Boticário brand, especially in the "Tormenta" (Mother's Day) and "Casa de Vidro" (Christmas) campaigns, both from 2024, with the aim of understanding the impact of these narratives on the reception and behavior of the consumer audience. The general objective is to analyze the brand's strategies in these campaigns, considering the impact and reception of these pieces by the public. Specific objectives include understanding the role of emotion in advertising; qualitatively analyzing the selected narratives; analyzing the emotional response of consumers through virtual interaction; identifying the importance of emotion as a consumption strategy; and identifying the audiovisual elements used in the pieces. The research is qualitative and adopts netnography as a methodological procedure, using as data source the information available on the brand's official YouTube profile. The 10 oldest, 10 most relevant, and 10 most recent comments from each campaign were collected, complemented by an analysis of the advertising films. The results indicate that the success of the campaigns is related to breaking socially expected patterns for commemorative dates, using visual metaphors, soundtracks that resonate with different generations, and cinematic resources that enhance audience identification. Netnographic analysis revealed that "Tormenta" (Storm) immediately evoked empathy and identification in its first impression, with consumers reporting emotion and recognition of their own family experiences; however, over time, the piece accumulated questions about its direct relationship with the brand's products, with observations that the narrative did not show an explicit link to what was being sold. "Casa de Vidro" (Glass House), on the other hand, maintained a uniformly positive reception by delicately addressing the challenge of caring for elderly parents and the unequal division of this responsibility among children. It can be concluded that authenticity in communication and the use of relatable characters, real family conflicts, and audiovisual resources aligned with the audience organically strengthen consumer loyalty, humanizing the brand and consolidating its bond with the public, in addition to contributing to the understanding of the use of emotional storytelling in the Brazilian advertising landscape.