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Comunicação digital no Studiorise
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O StudioRise estabelece-se desde 2021 como o primeiro estúdio especializado em indoor cycling em Portugal, e um dos principais estabelecimentos de wellness em Lisboa. Com uma forte aposta na digitalização de serviços, bem como na divulgação comercial multiplataforma no Instagram e email marketing, propõe-se a acompanhar as tendências do fenómeno cultural e mediático que rodeia o bem-estar. Através de uma abordagem holística sobre o conceito de wellness, o branding do estúdio está em constante reinvenção e aprimoramento, ao tomar partido das oportunidades geradas pelas affordances digitais e pela inclusão das várias esferas do autocuidado num mesmo espaço ritualístico. O presente relatório de estágio pretende cobrir as complexas e diversificadas vertentes da comunicação digital desenhadas no StudioRise, com especial enfoque na temporada de setembro a dezembro de 2023. A análise compreenderá maioritariamente aspetos estratégicos qualitativos das narrativas multimédia, transmédia e multiplataforma elaboradas pelo estúdio de fitness. De igual modo, reflete como a marca constrói uma comunidade fiel de clientes e uma audiência online cada vez mais ampla, participativa e interativa. Ao analisar as diretrizes de storytelling traçadas para os
vários tipos de conteúdos e campanhas, fundamenta-se o papel essencial da equipa presencial do
StudioRise, bem como de agentes externos, desde marcas parceiras a influenciadores, que são o
rosto da marca e constroem o seu imaginário conceptual. É realizada uma reflexão sobre o peso do
capital social na estratégia comercial, problematizando o modo como se mobiliza uma comunidade
através do digital, para que adira a atividades fora dos ecrãs.
Since 2021, StudioRise emerged as the first studio specialized in indoor cycling in Portugal, and one of the main wellness establishments in Lisbon. With a strong focus on the digitalization of services and the multiplatform commercial promotion on Instagram and email marketing, it aims to follow trends in the cultural and media phenomenon surrounding well-being. Through a holistic approach to wellness, the studio's branding is constantly reinventing and improving itself, taking advantage of the opportunities generated by digital affordances and including the various spheres of self-care in the same ritualistic space. This internship report aims to cover the complex and diverse aspects of digital communication designed at StudioRise, with a specialized focus on the season from September to December 2023. The analysis will mainly comprise qualitative strategic factors of the multimedia, transmedia and multiplatform narratives prepared by the fitness studio. Likewise, it reflects how the brand builds a loyal community of customers and an increasingly broader, participatory and interactive online audience. By analyzing the storytelling guidelines drawn up for the various types of content and campaigns, the report highlights the essential role of StudioRise's in-person team and external agents, from partner brands to influencers, who are the face of the brand and build its conceptual imaginary. A reflection is made on the weight of social capital in commercial strategy, problematizing how a community is mobilized through digital so that it joins activities outside the screens.
Since 2021, StudioRise emerged as the first studio specialized in indoor cycling in Portugal, and one of the main wellness establishments in Lisbon. With a strong focus on the digitalization of services and the multiplatform commercial promotion on Instagram and email marketing, it aims to follow trends in the cultural and media phenomenon surrounding well-being. Through a holistic approach to wellness, the studio's branding is constantly reinventing and improving itself, taking advantage of the opportunities generated by digital affordances and including the various spheres of self-care in the same ritualistic space. This internship report aims to cover the complex and diverse aspects of digital communication designed at StudioRise, with a specialized focus on the season from September to December 2023. The analysis will mainly comprise qualitative strategic factors of the multimedia, transmedia and multiplatform narratives prepared by the fitness studio. Likewise, it reflects how the brand builds a loyal community of customers and an increasingly broader, participatory and interactive online audience. By analyzing the storytelling guidelines drawn up for the various types of content and campaigns, the report highlights the essential role of StudioRise's in-person team and external agents, from partner brands to influencers, who are the face of the brand and build its conceptual imaginary. A reflection is made on the weight of social capital in commercial strategy, problematizing how a community is mobilized through digital so that it joins activities outside the screens.
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Comunicação Redes sociais Marketing digital Instagram Communication Social media Digital marketing