Conexões Autênticas: experiências para engajar a geração z - um plano de comunicação para a Guday

Abstract

This work consists of the development of a Communication Plan for Guday, a Brazilian startup specialized in gummy-format dietary supplements. Based on a detailed diagnosis of the market scenario, current strategies, and brand positioning, the project proposes integrated communication actions aimed at strengthening Guday’s identity, increasing brand awareness, and expanding its consumer base. The plan is grounded in concepts from Kunsch (2018), especially regarding strategic communication planning and integrated communication, which involve the analysis of both internal and external environments, the identification and segmentation of target audiences, the definition of clear and measurable objectives, the integration of different communication channels and tools, and the pursuit of coherence and synergy in the messages conveyed. The plan covers everything from audience research to the definition of digital strategies, influencer relations, and the expansion of sales channels. The central objective is to enhance Guday’s presence in the national market, consolidating it as a reference in innovation and well-being.