Publirreportaje sobre estrategias de marketing phygital para crear experiencias inmersivas en el usuario

Abstract

CONDITION FOR PROJECT PUBLICATION. This project proposes the development of a phygital campaign for the brand Anahy Makeup, with the aim of strengthening the emotional bond with its target audience through an audiovisual communication strategy that integrates physical and digital experiences. The proposal is based on the hypothesis that the combination of storytelling and consumer participation makes it possible to generate a closer and more meaningful connection between the brand and its audiences, within a context marked by digital content saturation. The project is justified by the need to create audiovisual experiences that go beyond traditional advertising models and respond to a more informed, critical, and participatory consumer. The project was developed using a methodology divided into three phases: pre-production, production, and post-production. During the pre-production stage, the campaign objectives were defined, flexible scripts were developed, and narrative and technical guidelines were planned. During the production phase, digital actions and physical activations were carried out using hidden cameras, allowing the capture of spontaneous audience interactions. In post-production, 2D animation, motion graphics, and pixelation techniques were applied, along with the integration of participants’ voices to construct a unified narrative, while respecting ethical and legal principles. As for the results, the campaign was carried out over a two-week period and showed significant growth in engagement, reach, and brand visibility on Instagram, achieving a progressive increase in followers and a high participation rate. The third narrative act generated the greatest impact, demonstrating the effectiveness of the proposed structure and the organic content created by both the audience and content creators. Finally, it is concluded that the phygital campaign succeeded in positioning Anahy Makeup as a close and empathetic brand, demonstrating that it is possible to create high emotional-impact audiovisual experiences without relying on costly technologies, through solid storytelling, resource optimization, and active consumer participation, consolidating itself as an effective and replicable proposal within the field of digital communication. Keywords: phygital campaign, storytelling, consumer participation, digital marketing.