#Familiasdecuarentena: a thorough examination of a communication in a pandemic context. Case study: San Fernando
DOI:
https://doi.org/10.26439/comunica360.2023.n1.6466Keywords:
COVID-19 crisis, brand communication, audience segmentation, advertising production, brand identityAbstract
This case study analyzes the #FamiliasDeCuarentena campaign of the San Fernando brand, seeking to understand the decision-making process in brand communication during the initial stages of the COVID-19 pandemic health crisis in Peru (March 2020). The San Fernando case allows for a deeper exploration of how the company has historically built its brand differential while simultaneously segmenting its audience through a shift in its advertising to become a lovemark. The campaign is analyzed in the context of advertising during the coronavirus pandemic at a global level and in Peru. Finally, the adaptation of the advertising production in the context of social isolation is addressed, showcasing multiple creative and technical resources. This case review highlights the importance of developing a unique brand language, which in #FamiliasDeCuarentena is reclaimed to communicate in an empathetic, timely, and relevant manner. Communication from the brand’s identity allowed the company to differentiate from other brands, linking emotionally with the target audience, and avoiding being perceived as an opportunistic brand in a complex context.
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References
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