Storytelling como estratégia de comunicação uma análise sobre as narrativas da marca Huggies no Instagram

Abstract

Narratives are capable of establishing connections and strengthening relationships with the diverse audiences of an organization. This exploratory research primarily aims to analyze the application of storytelling as a Public Relations strategy, investigating how it aids in building the institutional image and engaging with the public of the Huggies brand on Instagram. Through a theoretical review of storytelling, brand communication, and the essential functions of Public Relations (Kunsch, 2003), the study focuses on the repositioning of Huggies in Brazil in 2022 and the use of narratives published on its Instagram profile. Using Laurence Bardin's (1977) content analysis method, it was possible to categorize the publications into themes ranging from daily care to child development, exploring how these narratives connect with the strategic and mediating functions of Public Relations. The results show that storytelling contributes to creating an environment of support and identification, strengthening the bond and relationship with the audience. It is concluded that storytelling is a relevant communication technique and that the Public Relations professional plays an essential role in its application.