Marketing sensorial no ambiente digital: um estudo de caso da Creamy

Abstract

This study aims to investigate the possibilities of applying sensory marketing in the digital environment, considering the limitations of these platforms in activating the five senses. With the digitalization of consumption, brands have begun to explore new strategies to create immersive and engaging experiences, even without the physical presence of products. In this context, sensory marketing emerges as a differentiator in digital communication, seeking to stimulate perceptions and emotions. To this end, an exploratory descriptive research methodology was applied through a case study of the brand Creamy, known for its digital presence in the skincare segment. The analysis focused on examining content published by the brand on its social media platforms, particularly Instagram and TikTok, as well as its official website, to identify how visual, auditory, and narrative resources are used to generate sensory impact. Additionally, consumer interactions on these channels were analyzed to identify which forms of engagement indicate the presence of sensory stimuli in the digital experience. The results indicated that Creamy employs strategies such as the use of vibrant colors, videos demonstrating product application, detailed descriptions of textures and fragrances, as well as...