Storydoing para generar brand trust en la publicidad social en el contexto de la Covid-19

This study analyzes how the storydoing advertising strategy can generate brand trust in the context of Covid-19. Its design is the case study of the ad “Delivery a Burger King”, in which the brand offers its support to Peruvian restaurants due to the economic crisis during the pandemic. Sixteen semi-structured interviews were conducted with adults from 5 districts of Lima between 25 and 35 years old. As a result, the link of a good consumer relationship with the promise of the brand purpose and carrying out concrete solutions to a community, allows storydoing to generate brand trust. Integrating real characters who receive the experience into the narrative consolidates an emotional bond with the viewer. However, the continuity and visibility of the initiative should not be lost, otherwise, there is a risk that doubts will be raised in the intention of the brand.