Campanha para o programa jovens talentos da AIESEC Santa Maria sob uma perspectiva de convergência em rede social

Abstract

The new consumers concept is giving to people the power to participate in the brand equity's formation, also being an influence to the other's buying decision process. First, an organization must understand its purpose, and then set the way will convey this purpose, and finally, give to society one thing as a product - just like the Golden Circle theory application. The theory was presented as away to examine whether the organization understands its existencial purpose is aligned with its communication processes, as well as to propose an advertising campaign covering both the theory and a creative line that engages the youth, and above all, empower it to produce new meanings from the organization's message in order to spread more efficiently and at no cost to his purpose. For organizations keep faithful to their main messages should guide the employees to take the responsability of being the communication spokepersons with regard to the network comsumption, presenting as primary influencers and fans of other users. The survey results indicate that AIESEC in Santa Maria has a communication line still fragile, but its fans - members of the committee - have a fairly aligned speech according to overall organization objectives. This facilitates the process to realign the production of an image centered on its purpose.