Isso é Danny Bond: produção de conteúdo digital pelo banco will.

Abstract

The digital environment comprises a fundamental part of companies nowadays. This importance increases for institutions that were created and that operate within this realm. In parallel, customer profiles from different generations manifest distinct expectations about communicational brand positioning – which for advertising represents beyond the simple presentation of technical features of products and services but rather interacting directly and considering social issues carefully. From this perspective, this work theoretically articulates the concepts of cyber-advertising, digital content creation, and the attention to the construction of advertising fictional narratives from currently relevant social issues such as gender, for instance, using a netnographic study in social media as proposed by Débora Zanini and Robert Kozinets. Other authors were also considered such as Fernanda Carrera, Philip Kotler, and Lucia Santaella in the communication field along with Leandro Colling and Berenice Bento for discussing gender. This theoretical set contributes to the understanding of the strategic action performed by will bank, a Brazilian fintech, when choosing the artist Danny Bond as its ambassador, rendering her the first transgender woman to participate in advertising for a national banking company. In conclusion, it is possible to understand that this is one example of the several strategies that the bank employs to reinforce its purpose through connections with Brazilian personalities, legitimizing social recognition of gender by the choice of Danny Bond. This adoption contributes to the production and supply of relevant digital content for the brand, enhances its connection with the young public, the main audience with whom will bank aims to dialogue, and brings new contours to contemporary advertising in the country.