Apresentação da dissertação final do Master of Science (MSc) em Gerenciamento de Negócios Internacionais pela Griffith College Dublin, na Irlanda. TEMA: Um estudo de caso sobre a campanha "Hora do Planeta" OBJETO DO ESTUDO: O trabalho de Marketing da WWF Global em engajar corporações, ONGs, governos, cidades e pessoas comuns nesta campanha.

1. The Earth Hour Campaign
A Case Study from Brazil
Student Name: Vinícius Silva
Supervisor: Carla De Tona

2. Research Objectives
• Investigate the communication process of the campaign;
• Analyze the campaign under the aspect of social
networks;
• Present the main characteristics and formation of Social
Marketing.
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3. Literature Review
• “Social Marketing: An approach to planned social change”
(1971), by Philip Kotler and Gerald Zaltman.
• “Social Marketing meets interactive media” (2011), by
Ronald P. Hill and Nora Moran;
• “The rise of the network society” (2010), by Manuel
Castells;
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4. Data Collection Methods
• Qualitative methods focused on “discovering” (Cochran
and Dolan, 1984);
• The method chosen was Document Analysis, because it
was the best scheme to build the case study;
• Different search channels were used, which ultimately
resulted in a diversity of research material;
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5. Data Analysis
• The information was categorized using the Evernote
application;
• Some authors (Glaser & Strauss, 1967; Bogdan & Biklen,
2003) called this method as Coding or Grounded Theory;
• The research base was formed by articles in magazines,
newspapers, videos on TED, social networks and
information from the official website of Earth Hour
campaign.
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6. Data Analysis
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• Almost 79% (78 million people) are connected on social
networks In Brazil (eMarketer, 2013);
• Real-time coverage of the movement is followed via
Facebook and Twitter;
• The current concern is to make the campaign lasts all year,
so actions such as "Challenges of Cities" began to be
realized;

7. Summary of Findings
• The campaign is a symbolic act that involves people,
companies, institutions and governments to switch off the
lights for one hour;
• The campaign suffered an important change after the
Copenhagen Protocol, in 2009;
• In Brazil, the campaign is promoted using mainly Facebook
and the official website;
• In 2013, 113 cities (22 of them capital) and more than 480
companies participated of Earth Hour campaign in Brazil;
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8. Conclusion
• The research include not only concepts about
management, but also a deeper analysis of why Earth
Hour has achieved so much relevance;
• Studies of Manuel Castells about the influence and
impacts of technology in culture and activism were
important factors for the development of the campaign;
• Important results were showed about the numbers of
users on the Internet in Brazil and contributed to analyze
Earth Hour;
• The campaign is only possible thanks to the works of
volunteers.
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