{"id":108001,"date":"2017-08-02T15:57:33","date_gmt":"2017-08-02T14:57:33","guid":{"rendered":"https:\/\/brand24.com\/blog\/?p=108001"},"modified":"2026-04-13T10:00:37","modified_gmt":"2026-04-13T08:00:37","slug":"estudo-de-caso-como-a-foszer-sawicki-tracked-mediu-o-impacto-da-reformulacao-da-marca","status":"publish","type":"post","link":"https:\/\/brand24.com\/blog\/pt\/case-study-how-foszer-sawicki-tracked-measured-the-impact-of-rebranding\/","title":{"rendered":"ESTUDO DE CASO: Como a Foszer Sawicki monitorou o impacto de sua reformula\u00e7\u00e3o da marca"},"content":{"rendered":"<p><strong>Foszer Sawicki<\/strong> \u00e9 uma produtora de v\u00eddeo especializada em conte\u00fado de v\u00eddeo para campanhas ATL e de Internet. Seu portf\u00f3lio de clientes inclui marcas como Adidas, Coca Cola, Durex, Intel e outras.<\/p>\n\n\n\n<p>Anteriormente conhecida como Mumin's Interactive, a empresa passou por <strong>um complexo rebranding<\/strong>. Desde seu nome, identidade visual at\u00e9 a estrutura da empresa, a produtora mudou drasticamente.<\/p>\n\n\n\n<p>Todo o processo foi realizado em mar\u00e7o e, felizmente, ocorreu sem problemas.<\/p>\n\n\n\n<p><strong>Para observar a rea\u00e7\u00e3o do p\u00fablico-alvo e analisar o impacto da reformula\u00e7\u00e3o da marca na m\u00eddia social, a Foszer Sawicki usou o monitoramento de m\u00eddia social, ou seja, o Brand24.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Foszer Sawicki\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/EnZx08pw5QA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Para monitorar a evolu\u00e7\u00e3o da situa\u00e7\u00e3o, a Foszer Sawicki criou dois projetos internos <strong>Brand24<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Um para monitorar seu nome antigo,&nbsp;<em>Mumin's Interactive<\/em>.<\/li>\n\n\n\n<li>Um para monitorar seu novo nome,&nbsp;<em>Foszer Sawicki.<\/em><\/li>\n<\/ul>\n\n\n\n<p>Isso lhes permitiu <strong>para monitorar todos os mentions publicamente dispon\u00edveis de qualquer uma dessas palavras-chave<\/strong>. A ferramenta monitora sites, m\u00eddias sociais, f\u00f3runs de discuss\u00e3o, blogs, sites de not\u00edcias e outros locais on-line.<\/p>\n\n\n\n<p>O dia 17 de mar\u00e7o foi o dia da reformula\u00e7\u00e3o da marca.<\/p>\n\n\n\n<p>Naturalmente, <em>Mumin's Interactive<\/em> j\u00e1 estava gerando um burburinho consider\u00e1vel. Ap\u00f3s o an\u00fancio e o comunicado \u00e0 imprensa, a m\u00eddia divulgou a not\u00edcia e a hist\u00f3ria alcan\u00e7ou um p\u00fablico maior.<\/p>\n\n\n\n<p>E o burburinho sobre&nbsp;<em>Foszer Sawicki&nbsp;<\/em>aumentado.<\/p>\n\n\n\n<p>Agradecimentos a <a href=\"https:\/\/brand24.com\/blog\/pt\/monitoramento-de-midia-social\/\" target=\"_blank\" rel=\"noopener\">monitoramento de m\u00eddia social<\/a>Com o Foszer Sawicki, foi poss\u00edvel monitorar e analisar as rea\u00e7\u00f5es desde o primeiro dia.<\/p>\n\n\n\n<p>Como a Foszer Sawicki usou o Brand24<\/p>\n\n\n\n<p>A reformula\u00e7\u00e3o da marca foi enorme.<\/p>\n\n\n\n<p>O monitoramento de m\u00eddia social permitiu acompanhar as rea\u00e7\u00f5es dos clientes existentes, dos clientes em potencial e do setor. <strong>Ao acompanhar os mentions e os coment\u00e1rios, Foszer Sawicki p\u00f4de ver se as pessoas gostam do novo nome ou se entendem a necessidade de mudar a marca.<\/strong><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Est\u00e1vamos monitorando ativamente como o mundo reagia \u00e0 mudan\u00e7a de marca. As pe\u00e7as de conte\u00fado mais valiosas foram os mentioning do nosso novo nome. Ao segui-los, ficamos sabendo o que as pessoas dizem sobre a marca no contexto de nossa reformula\u00e7\u00e3o da marca e de nosso trabalho. Est\u00e1vamos monitorando se o novo nome pegou e se as pessoas associaram o antigo ao novo. Conseguimos identificar rapidamente os mentions que exigiam explica\u00e7\u00f5es e entrar em contato com elas.<\/p>\n<\/blockquote>\n\n\n\n<p><strong>Como o Brand24 coleta mentions de sites, m\u00eddias sociais, blogs e outras fontes<\/strong>Com o monitoramento de m\u00eddia social implementado, a Foszer Sawicki conseguiu descobrir se havia algum espa\u00e7o on-line que n\u00e3o estava ciente da mudan\u00e7a de marca. Com o monitoramento de m\u00eddia social implementado, eles puderam acompanhar as publica\u00e7\u00f5es e reagir a elas.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>O feedback dos clientes \u00e9 fundamental durante a reformula\u00e7\u00e3o da marca. As opini\u00f5es dos clientes mostram se uma marca comunica claramente todas as mudan\u00e7as. \u00c9 exatamente como Michal disse: o monitoramento da Web e das m\u00eddias sociais nos permite ver como nossos clientes, tanto os existentes quanto os novos, reagem ao que comunicamos. Com isso em mente, mantivemos o curso em termos de comunica\u00e7\u00e3o em todos os lugares que falam sobre nossa reformula\u00e7\u00e3o da marca.<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Resultados<\/h2>\n\n\n\n<p>A reformula\u00e7\u00e3o da marca leva tempo. Leva tempo tanto antes quanto depois&nbsp;<em>e&nbsp;<\/em>ap\u00f3s o an\u00fancio. Duas semanas ap\u00f3s a mudan\u00e7a de marca, os mentions on-line sobre Foszer Sawicki geraram os seguintes n\u00fameros:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>2500% aumento no alcance da m\u00eddia social.<\/strong><\/li>\n\n\n\n<li><strong>Aumento de 60% no n\u00famero de intera\u00e7\u00f5es no Facebook.&nbsp;<\/strong><\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Usando o monitoramento de m\u00eddias sociais, identificamos e adquirimos alguns novos clientes que viram a not\u00edcia sobre nossa mudan\u00e7a de marca em algum lugar da Web.<\/p>\n<\/blockquote>\n\n\n\n<p>Esses e outros aspectos podem ser facilmente analisados por <strong><a href=\"https:\/\/brand24.com\/blog\/pt\/\" target=\"_blank\" rel=\"noreferrer noopener\">Brand24<\/a><\/strong>. Voc\u00ea pode dar uma <a href=\"https:\/\/app.brand24.com\/user\/register-account\/\" target=\"_blank\" rel=\"noreferrer noopener\">experimente gratuitamente<\/a> (n\u00e3o \u00e9 necess\u00e1rio cart\u00e3o de cr\u00e9dito).<\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>A Foszer Sawicki, uma produtora de v\u00eddeo, passou por uma reformula\u00e7\u00e3o completa de sua marca. Para medir o impacto e as rea\u00e7\u00f5es dos clientes, eles usaram o monitoramento de m\u00eddia social. <\/p>","protected":false},"author":12,"featured_media":108005,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[4144],"tags":[166,380,2008],"class_list":["post-108001","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-management","tag-brand24","tag-case-study","tag-foszer-sawicki"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.8 - aioseo.com -->\n\t<meta name=\"description\" content=\"2500% increase in social media reach? 60% increase in engagement? 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