The case of BBVA Aprendemos juntos as a brand story model

Abstract

Advertisingisundergoingaprocessofcontinuous redefinition in its forms of communication. The so-called digital paradigm shift, the transmedia revolution, the big data or the consumerprosumer transformation are some aspects that communication in advertising is currently facing. Due to the increasingly broad channels and progressively more complex interaction processes with their audiences, specific positioning and differentiation acts demand articulation from what we call branded content. This text explores one of the specific dimensions of branded content, based on the proposal and validation of a narrative analysis model adapted and applied to the planning and creation of the advertising story or brand story, focusing on the case study of Aprendemos juntos, from BBVA. The results validate our analytical model and contrast it with information obtained from an in-depth interviewwithamemberoftheteamresponsible for the campaign. The results indicate the need to create quality content based on the utility and social values our environment demands, along with the importance of creating “real” links with the public so as to achieve interaction with them and, ultimately, true engagement with the brand.