Aplicación de estrategias para la optimización del diseño multimedia en la fase de planificación de una campaña de marketing digital

Abstract

This thesis seeks to optimize multimedia design in the planning phase of a digital marketing campaign for Buffone, an emerging urban fashion brand. A mixed-method approach was used, combining the creation of visual content (videos, social media, and a web prototype) with emotional analysis using artificial intelligence and A/B surveys, targeting young people aged 16 to 26. The process included the design of a visual identity, clothing, audiovisual materials, and a functional website. Technological tools were used to automate tasks, streamline workflows, and improve visual quality. The conclusion is that integrating design, AI, and empirical validation improves the effectiveness of the content and the audience experience.