Propuesta de campaña publicitaria para la promoción del producto “capullo de mariposa” de la “fundación zoocriadero de mariposas andoke” entre los usuarios que hacen parte de su comunidad de la red social instagram para el año 2023.

Abstract

The project "Proposal of an advertising campaign for the promotion of the product "Capullo de Mariposa" of the "Fundación Zoocriadero de Mariposas Andoke" among the users that are part of its community in the social network Instagram for the year 2023", is proposed because of the little and inadequate promotion that is made to this product, while it is projected as one of the most potential of Andoke. Therefore, an advertising campaign is proposed to promote the product "Capullo de Mariposa" of this foundation among users who are part of its community in the social network Instagram for the year 2023. To achieve this, actions are undertaken such as the description of the current state of the brand's advertising communication, in relation to its product offering to recognize opportunities for the promotion of its butterfly cocoon, to know the characteristics and perceptions of the brand's followers in its Instagram social network to focus the campaign proposal towards them and to propose advertising strategies that allow the promotion of the product among the followers that are part of the brand's Instagram channel. It is expected that the results obtained with the research will help to adequately promote the butterfly cocoon product among the followers that are part of its community in the social network Instagram, and that a positive impact is generated with respect to the recognition of the value that the product has for the followers of the brand.