item.badge.type.bachelorthesis
item.badge.openaccess
La intriga como estrategia: Análisis de la campaña publicitaria “El secreto de Grido” en redes sociales.
Loading...
Date
Authors
Jodurcha, Lucía Berenice
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Siglo 21
Abstract
Este trabajo analizó de qué manera la campaña “El Secreto de Grido” articuló estrategias de teasing, marketing de contenidos, storytelling y contenido generado por usuarios para construir engagement y viralización en redes sociales. Se empleó un enfoque cualitativo e interpretativo, basado en el análisis de trece piezas comunicacionales seleccionadas según siete dimensiones: tono discursivo, narrativa emocional, institucionalización, teasing, UGC, engagement y marketing de contenidos.
Los resultados evidenciaron que la campaña construyó una narrativa fragmentada, emocional y participativa, apelando al misterio y la complicidad con la audiencia. El contenido generado por usuarios amplificó y resignificó el mensaje, aportando autenticidad. El uso combinado de teaser y storytelling generó expectativa, deseo de participación y sentido de comunidad. Se concluye que la campaña representa una estrategia emocionalmente efectiva, adaptada a los códigos culturales de los públicos digitales. Aporta un ejemplo actual de cómo las marcas construyen sentido compartido con sus audiencias mediante relatos abiertos, colaborativos y afectivos.
This study analyzed how the campaign “El Secreto de Grido” articulated teasing, content marketing, storytelling, and user-generated content to build engagement and virality on social media. A qualitative and interpretative approach was applied, based on the analysis of thirteen selected ommunication pieces according to seven dimensions: discursive tone, emotional narrative, institutionalization, teasing, UGC, engagement, and content marketing. Results showed that the campaign developed a fragmented, emotional, and participatory narrative, appealing to mystery and complicity with the audience. User- generated content amplified and redefined the message, providing authenticity. The strategic combination of teaser and storytelling created anticipation, participation, and a sense of community. It is concluded that the campaign represents an emotionally effective strategy adapted to the cultural codes of digital publics. This case offers a current example of how brands build shared meaning with their audiences through open, collaborative, and emotionally resonant narratives.
This study analyzed how the campaign “El Secreto de Grido” articulated teasing, content marketing, storytelling, and user-generated content to build engagement and virality on social media. A qualitative and interpretative approach was applied, based on the analysis of thirteen selected ommunication pieces according to seven dimensions: discursive tone, emotional narrative, institutionalization, teasing, UGC, engagement, and content marketing. Results showed that the campaign developed a fragmented, emotional, and participatory narrative, appealing to mystery and complicity with the audience. User- generated content amplified and redefined the message, providing authenticity. The strategic combination of teaser and storytelling created anticipation, participation, and a sense of community. It is concluded that the campaign represents an emotionally effective strategy adapted to the cultural codes of digital publics. This case offers a current example of how brands build shared meaning with their audiences through open, collaborative, and emotionally resonant narratives.