Dahab, SóniaPadrão, Inês Maria Martinho2018-05-292021-01-202018-01-20http://hdl.handle.net/10362/38121The following paper presents an Integrated Marketing Communications campaign for the brand Guava, which was recently restructured to pursue an online approach. The main purpose of the project is to increase Guava’s brand awareness and recognition worldwide. Therefore, based on an analysis of the current marketing strategy of the brand and research of the industry and how companies are approaching its online consumers, a campaign was elaborated so as to build brand recognition and credibility.engDigital marketingGuavaE-commerceIntegrated marketing communicationsmaster thesis201863340