BBVA · Aprendemos Juntos
Education as brand territory.
How BBVA built a mass cultural asset around the value of learning. 60 million views and counting.
Editorial content with real value for your audience, aligned with your brand's voice and purpose. Not advertising in disguise — strategic storytelling that earns attention.
Your organisation has a "why" beyond the product. Branded content amplifies it without sounding like advertising.
Banking, consulting, healthcare, education, agri-food. Sectors where the buying decision is reasoned and brand matters.
You aren't chasing instant conversion: you want medium-term relationship, authority and long-term brand memory.
If you already have a stable digital and commercial presence, branded content scales the recognition that performance alone can't reach.
We define which story your brand can tell with legitimacy and which themes connect with the audience that matters.
We design the anchor piece: documentary, editorial series, podcast, white paper. Whatever format the content and audience demand.
We version it for channels (social, newsletter, press, events) and plan organic + paid distribution.
Brand metrics (awareness, association, sentiment) alongside traffic metrics. Lessons learned for the next piece.
Serious branded content is not a marketing cost — it's an investment in a brand asset. What happens when it works:
The audience associates you with a thematic territory. When someone thinks about that subject, they think of you.
Emotional + useful content leaves a cognitive trace. Versus traditional advertising that is forgotten within hours.
You build a base of people who follow, share and defend the brand. A multiplier for any subsequent action.
When the audience already knows and trusts you, conversion from prospect to customer is faster and cheaper.
Valuable content generates spontaneous media coverage, citations in other outlets, event invitations.
A good documentary or editorial series keeps drawing audience 3, 5, 10 years later. Advertising expires; branded content compounds.
People don't buy what you do; they buy why you do it.Simon Sinek · Start with Why · 2009
How BBVA built a mass cultural asset around the value of learning. 60 million views and counting.
Short film awarded at Cannes Lions that redefined what story a bank can tell about what truly matters.
More in my published reflections on these and similar cases on the blog.
Branded content isn't for every organisation nor every moment. These four signals indicate that your brand is at the point where branded content begins to make sense — and where its return starts to become visible.
CACs rise and CTRs fall year after year, even with a strong product. The audience has grown immune to the ad format.
Recognition has to be built from scratch. Branded content positions you as authority before vendor.
Banking, healthcare, education, B2B with high ticket sizes. Decisions not made on impulse — they need time and narrative.
Your organisation has been doing something for years that deserves visibility. Branded content turns it into a shareable narrative.
Content marketing seeks SEO traffic and medium-term conversion — it's product-driven. Branded content seeks to build brand through a piece with editorial value of its own that people want to consume without incentive. They share tools, but the end goal is different: one measures leads, the other measures awareness and brand association.
The first indicators (views, reach, engagement) appear within 4 to 12 weeks. Measurable brand effects (aided awareness, attribute association, share of voice) take between 6 and 18 months. Branded content isn't performance — its return is cumulative, not immediate.
It depends on the format. An editorial series in newsletter or podcast format can be started with reasonable budgets; a documentary or a large-format piece requires considerable investment. What matters is not absolute budget but coherence between project ambition and resources assigned. In the first session we define what's feasible in your case.
Especially well. B2B rewards the building of sector authority — and that is exactly what branded content does. Cases such as Mailchimp, HubSpot or Stripe show that sustained editorial content converts better than cold outreach in long sales cycles.
No. Project scale adapts to brand scale. A family winery can make a series of video capsules about the vineyard that works better than the television ad it can't afford. Branded content rewards authenticity and unique angle — not budget size.
First 45-minute session, free of charge and no commitment. If we fit, I send you a detailed proposal within 5 days. If we don't, you take away a useful initial diagnosis.