Estrategias de comunicación en el marketing invisible para el mejoramiento del Brand Awareness

Abstract

Advertising has flooded every aspect of the lives of individuals, brands deploy depersonalized and intrusive strategies, but above all, ineffective. Billboards on the street, on buses, ads on YouTube or Tiktok; increasingly push the consumer to a defensive state in the face of advertising. Invisible marketing then arises, which makes use of tools to engage in sensitizing and emotive communicative processes to restore the consumer's humanity and at the same time bring him closer and hook him to a brand. This article addresses influencers as a humanizing and mass trapping tool and seeks to demonstrate its strategic communicational form for the improvement of a brand's Brand Awareness. For this purpose, fifty audiovisual pieces created for the social network Tiktok were analyzed in order to position the fast fashion brand Shein and improve the brand recall capacity of its consumers. As a result, it was found that the actions of influencers have the ability to position a brand and raise its Brand Awareness in more friendly, less intrusive and more human ways. In addition, they are able to manipulate the perception of a brand's popularity and unleash a social phenomenon called FOMO (Fear of missing out), which leads consumers to be in constant interaction with the brand. It is finally concluded that influencers are transcendent for brands and for the humanization of the same, to endure in the mind of the consumer and establish implicit associations that allow attacking the desires of the consumer subject, being a key piece in the process of popularization of a brand, reaching viralize the unknown and make Shein the most talked about brand in Tiktok.