Estrategia de contenido aplicada por una institución financiera en la cuarentena del 2020: Campaña “Siempre contigo”

Abstract

Abstract: Facebook Fan pages serve as a direct customer service channel for digital clients, especially during the 2020 pandemic. With the outbreak of Covid-19 reshaping the world's perception, communication had to adapt accordingly. This study focuses on analyzing the content of the "Siempre contigo" campaign launched by a ecuadorian financial institution on Facebook during the quarantine period. The aim is to assess the effectiveness of this campaign in terms of communication strategy and engagement during the critical period of 2020. The methodology employed a quantitative, non-experimental approach with an explanatory scope. Content analysis of the campaign from April to July 2020 was conducted, along with a survey to understand user perceptions. Findings revealed that while the campaign attracted participation through incentives, it failed to foster deep or quality engagement. The strategy lacked consistency and failed to align with the institution's core financial focus. Although diverse topics generated attention, they diluted the corporate message, hindering the formation of a committed community around the brand. Users' perception of the campaign's effectiveness varied, with engagement driven more by immediate incentives than genuine interest. Recommendations include realigning content strategy to reflect core business values and strengthen brand identity.