Humoristas como novos endorsers e o seu impacto nas perceções das marcas

Abstract

With the increasingly frequent emergence of advertising campaigns that feature comedians as endorsers, it is imperative to investigate the possible impact of these collaborations on brand perception, both from the perspective of consumers and from the perspective of the brands themselves. This is a relatively recent phenomenon and therefore lacks literature and in-depth research, emphasising the innovative nature of the study. The main objectives of this research are, firstly, to analyse whether the presence of comedians in advertising campaigns has an impact on brand perception and the associations consumers make with the brand, as well as to understand how comedians are perceived as endorsers. Finally, to understand the reasons why brands opt for advertising campaigns with comedians over other types of endorsers. The problem under analysis motivated the use of a mixed research methodology, combining quantitative and qualitative approaches, comprising the analysis of in-depth interviews with the managing director of the Voodoo Brands agency, a professional with more than 20 years of experience in campaigns with comedians and a second interview with the communication coordinator of ActivoBank, a brand used to using comedians in its campaigns. The interviews provided insights into the benefits, challenges, risks and recommendations involved in this communication strategy. In addition, a questionnaire survey was administered to consumers and potential consumers, which featured two advertising stimuli from campaigns that used comedians. This questionnaire completed the primary data collection and aimed to obtain the consumers' perspective regarding the Worten campaign with comedian Ricardo Araújo Pereira and the ActivoBank campaign with the comedian Mariana Cabral, known as “Bumba na Fofinha”. The main results of this dissertation indicate that comedians are perceived as popular, credible and qualified endorsers by consumers. The use of comedians as endorsers can bring significant benefits to brands, including increased awareness and empathy with the consumer. Both the attitude towards the advert and the brand were positive, demonstrating the success of this type of advertising strategy and the resulting impact on brands’ perception.

Date of Award	7 Dec 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Mariana Victorino (Supervisor)