Estrategia de comunicación digital para Lima en tu bolsillo

• Autores: Oviedo Solís, Fernanda Mariana, Pinedo Arzich, Aline del Carmen
• Formato: tesis de grado
• Fecha de Publicación: 2024
• Institución: Universidad de Lima
• Repositorio: ULIMA-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.ulima.edu.pe:20.500.12724/20685
• Enlace del recurso: https://hdl.handle.net/20.500.12724/20685
• Nivel de acceso: acceso abierto
• Materia: Marketing en Internet; Comunicaciones digitales; Marketing de influencia; Redes sociales en línea; Internet marketing; Digital communications; Influencer marketing; Online social networks; https://purl.org/pe-repo/ocde/ford#5.08.00

In a post-pandemic context, many social media accounts began to promote various places in Lima, motivating users to visit them. With all these accounts, Lima en tu bolsillo was born with a proposal to differentiate itself from the others by sharing activities (called “planes” by the brand) according to the users’ available budget for the day; both on Instagram and TikTok. These plans are divided into four categories: misio, ajustado, tranqui and pudiente; and they are aimed at a young audience from the AB NSE (Spanish acronym for socio-economic levels). Given this, the main objective of this paper is to increase the brand awareness to a larger audience than the one already obtained, through actions such as a content strategy, digital advertising, collaboration with key accounts, influencer marketing strategy and a brand perception survey.