Femvertising: Influencia del activismo de marca en la imagen de marca. Caso: Nike “Dream creazier”

Abstract

Los consumidores exigen un mayor compromiso social de las marcas y, en consecuencia, estas buscan alinear sus acciones de comunicación a las causas que le interesan a su audiencia. En este sentido, debido a la numerosa cantidad de marcas que ha decidido utilizar el femvertising como estrategia de comunicación para ejercer su activismo de marca, es relevante analizar y comprender cómo perciben las mujeres este tipo de publicidad que busca empoderarlas a través de su mensaje en lugar de promover el consumo. El presente trabajo analiza cómo influye el storytelling del femvertising en la imagen de marca. Desde el paradigma naturalista y un enfoque cualitativo se trata el caso de la campaña de Nike “Dream crazier”. Se realizan entrevistas grupales a mujeres de 18 a 25 años, de NSE B, de la ciudad de Lima. Las cuales arrojan resultados que permiten analizar la influencia del storytelling en la percepción del consumidor para ofrecer una visión del femvertising a las futuras campañas que se enfocarán en esta estrategia.

Consumers demand a greater social commitment from brands and, consequently, they seek to align their communication actions to the causes that interest their target. In this sense, due to the large number of brands that have decided to use femvertising as a communication strategy to exercise their brand activism, it is relevant to analyze and understand how women perceive this type of advertising that seeks to empower them through its message in instead of promoting consumption. This work analyzes how femvertising storytelling influences brand image. From the naturalistic paradigm and a qualitative approach, this is the case of Nike's “Dream crazier” campaign. Group interviews are conducted with women between the ages of 18 and 25, from NSE B, from the city of Lima. Which yield results that allow analyzing the influence of storytelling on consumer perception to offer a vision of femvertising to future campaigns that will focus on this strategy. Consumers demand a greater social commitment from brands and, consequently, they seek to align their communication actions to the causes that interest their target. In this sense, due to the large number of brands that have decided to use femvertising as a communication strategy to exercise their brand activism, it is relevant to analyze and understand how women perceive this type of advertising that seeks to empower them through its message in instead of promoting consumption. This work analyzes how femvertising storytelling influences brand image. From the naturalistic paradigm and a qualitative approach, this is the case of Nike's “Dream crazier” campaign. Group interviews are conducted with women between the ages of 18 and 25, from NSE B, from the city of Lima. Which yield results that allow analyzing the influence of storytelling on consumer perception to offer a vision of femvertising to future campaigns that will focus on this strategy.