Bibliographic citations
Hinojosa, D., (2021). Estrategia de marketing digital para la campaña de lanzamiento del ebook Destino Amor, escrito por Danny Hinojosa, del género romance juvenil LGBTQI+. [Universidad de Lima]. https://hdl.handle.net/20.500.12724/15336
Hinojosa, D., Estrategia de marketing digital para la campaña de lanzamiento del ebook Destino Amor, escrito por Danny Hinojosa, del género romance juvenil LGBTQI+. []. PE: Universidad de Lima; 2021. https://hdl.handle.net/20.500.12724/15336
@misc{sunedu/3096439,
title = "Estrategia de marketing digital para la campaña de lanzamiento del ebook Destino Amor, escrito por Danny Hinojosa, del género romance juvenil LGBTQI+.",
author = "Hinojosa Menéndez, Danny",
publisher = "Universidad de Lima",
year = "2021"
}
This project was born with the objective of publishing the e-book Destino Amor written by me, Danny Hinojosa. This idea appeared when I realized that in Perú, because of still being a very traditional society, is difficult to talk about issues such as the LGBTIQ + collective without falling into political, ethical, or religious positions. Because of this, I wanted to publish my gay youth romance novel focusing on the plot, while avoiding stereotyping or sensationalizing the theme. In Peru, this topic is often promoted as a negative, critical, or self-help topic. It´s hard to find a product that has been able to be promoted based on the content of the product. Because of this, for the launch campaign of Destino Amor, I worked with quotes extracted from the novel, rather than with emblems of the LGBTIQ+ collective. Although there is a market interested in this type of product, also known as BL or YAOI, in Peru they are not promoted much, so Destino Amor was one of the pioneers in this segment still under development. The launch campaign was entirely digital, on social networks frequented by the target. This was divided into two groups, having as main characteristics the interest in reading the LGBTIQ + gender and the members and allies of the collective. Because of the no offer, there are people who have never had the opportunity to consume it but may do it if they see an interesting ads campaign. On Instagram and Facebook, I worked with graphic content such as quotes from the novel, images posts based on the main plot and designs that reflected the concept. The quotes were posted on Twitter in form of tweets. And on Tik Tok video phrases were published accompanied by a song related to the feeling of the quote. These phrases sought to generate identification, not only with members of the collective. but with any young person who has lived a love story, been it successful or unsuccessful.
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