An example of how various national brands have implemented this strategy are BCP, Pacífico Seguros and Sodimac.
• Credit Bank of Peru (BCP)
In April 2021, Banco de Crédito del Perú (BCP) launched the web series 5to Piso, and in 2022 it launched Dra. del Ahorro to educate and entertain its audience. Both Branded Content initiatives are available 24 hours a day, free of charge on the web, and are always being updated with new episodes. With this type of edutainment initiatives (education + entertainment), they not only seek to improve the financial education of Peruvians, but also to generate better brand awareness that was affected by the economic crisis caused by COVID-19.
5th floor, the series that allows you to learn how to use money and bank products.
• Pacific Insurance
Another success story of always-on Marketing is the web series Salado y Piña from ABC de Pacífico. Through various educational chapters, it shows why it is important to have insurance against any everyday eventuality. In this sense, its own audience can learn in an entertaining way and at the same time share this knowledge with different people.
Web series that combines entertainment and education to show the importance and various benefits of insurance in people's lives.
• Sodimac
Sodimac Peru is also one of the companies that has successfully implemented always-on marketing. Through the platforms Decolovers and Lunes del Progreso, they offer valuable content to their audiences through tips , recommendations and workshops about decoration and in relation to construction and business. This initiative has allowed them to educate and build loyalty in a community.
Decolovers offers decorating tips, remodeling recommendations and workshops for users interested in the world of home improvement.
The above cases are good examples of brands that are always active, strengthening turkish mobile number and positioning an idea or purpose. César Meza, CEO and Director of Strategies at MU Marketing & Content Lab, points out that different organizations in the country have opted to diversify their campaigns, but they continue to create value on an ongoing basis.
«Everything is designed to build a reputation. The interesting thing about these cases is that they are permanent. BCP's web series are already two years old, and Pacífico Seguros is in its third season, while Sodimac Peru has achieved greater closeness with its audience as a result of its valuable content. These companies are building a strong brand positioning, as well as an inventory of content that allows them to better connect with diverse audiences. They never stop talking about what they have set as their purpose, that is a sign of always-on.»