Storytelling publicitario para construir una marca socialmente responsable durante la Covid-19

Due to Covid-19, companies thought about strategies related to social responsibility to deal with the health crisis and for brands to generate more affinity with their consumers. To communicate this message, storytelling can be a useful tool to connect with the user. This study analyzes how students at a public university perceive Entel’s “Today connected, tomorrow together” campaign, for the construction of a socially responsible brand. Its paradigm is interpretive, with a qualitative approach and its design is case study. The participants were students between 18 and 24 years old. The data collection technique was the semi-structured interview. As a result, it was found that the participants perceived all the elements in the storytelling in the campaign: the message, the conflict, the characters and the plot. This study proposes the hashtag as a fifth element for its contribution to the narrative.