Case Study Fundación Telefónica Movistar: Digital communication with social impact

Fundación Telefónica Movistar Colombia promotes inclusive digital development through programs that strengthen education, employability, digital culture, and volunteering. Its work impacts thousands of people across the country, teachers, youth, children, migrants, adults, and communities who today have access to new opportunities thanks to technology.

The challenge was to ensure that all this work had a consistent, measurable, and audience-centered digital communication strategy. The Foundation already had a solid program structure, but it needed a comprehensive digital strategy that could reflect its true reach, reinforce its positioning, and help more people learn about and participate in its initiatives.

Since early 2025, we have been supporting Fundación Telefónica Movistar in this process. Our work has focused on building integrated digital communication, more strategic, more visual, and more human. If you’d like to learn more about our results, keep reading!

A challenge that evolves through education

Fundación Telefónica Movistar drives four large-scale strategic lines: Digital Education, Digital Employability and Entrepreneurship, Digital Culture and Knowledge, and Corporate Volunteering. Each of these areas transforms realities from different perspectives, but communicating their collective impact in a unified way required a new digital structure.

The Foundation was already producing valuable content, achieving measurable results, and engaging active communities, yet these efforts were spread across different programs and platforms. The challenge was to build a coherent digital communication approach that could bring all these initiatives together under a single visual and strategic narrative, one that reflected its institutional purpose and connected with diverse audiences.

The project also demanded deep optimization of its digital channels: strengthening the website’s SEO, planning smarter content strategies, improving campaign performance, and leveraging data as the foundation for decision-making.

At Tuatara, as the Foundation’s digital marketing agency, we worked hand in hand with their team to define an integrated approach that combines strategy, execution, and continuous learning, with a cross-cutting vision across design, data, and content.

This process is still underway and continues to evolve with a single purpose: to amplify the Foundation’s digital impact and strengthen its presence as a benchmark for inclusive development in Colombia.

Towards a digital strategy with purpose

Our work with Fundación Telefónica Movistar is based on a simple yet powerful idea: coherent communication also transforms. Our goal has been to strengthen its digital presence, make the impact of its programs visible, and help more people see technology as an opportunity for growth.

General objective

To consolidate a comprehensive digital strategy that enhances Fundación Telefónica Movistar’s presence across all its channels, connects its purpose with diverse audiences, and highlights the real impact of its social programs in Colombia.

Specific objectives

• Speak with one voice: unify the tone, language, and visual identity across all of the Foundation’s digital platforms.
• Be more visible where it matters: strengthen organic positioning in search engines through optimized and relevant content.
• Inspire conversation: increase interaction and organic reach on social media, connecting with communities that share the Foundation’s purpose.
• Make data-driven decisions: integrate digital performance reports to guide strategic decision-making.
• Tell stories better: create content that reflects the human and social value of each program, aligned with the Foundation’s mission.

A strategy that connects purpose, data, and design

The work with Fundación Telefónica Movistar has been a continuous process of analysis, adjustment, and learning. At Tuatara, we have supported the digital strategy with a comprehensive approach that combines content, structure, user experience, and performance analysis.

1. Digital diagnosis and planning

The first step was to deeply understand how the Foundation communicated and how effective that conversation was with its audiences. We analyzed its presence on social media, along with website behavior, navigation structure, organic positioning, and user experience.

The diagnosis revealed a strong digital ecosystem, but also opportunities to integrate the different thematic areas under a common narrative.

Based on these findings, we designed a digital strategy built around the flywheel model, which prioritizes audience attraction, engagement, and retention through valuable content and consistent experiences.

The planning included three main fronts:

• Strategic planning and unified narrative. We defined a clear institutional voice, adaptable to each line of action, allowing coherent and approachable communication across all digital channels.
• Multiformat content production. We structured an editorial matrix that combines storytelling, digital education, and impact communication, integrating visual assets, SEO articles, and audiovisual formats.
• Technical optimization and ongoing analytics. We implemented constant monitoring of web traffic, performance metrics, and user behavior to improve decision-making in real time.

Each action in this phase was conceived as part of a process of continuous improvement, where data and creativity work together to strengthen the Foundation’s digital presence and amplify its social impact.

2. Stories that show impact

Each of the Foundation’s programs carries a strong human value behind it. That’s why the content evolved into stories that reveal this impact, teachers integrating technology into their classrooms, young people strengthening their digital skills, and volunteers supporting community initiatives.

This institutional storytelling approach helped humanize communication, maintain visual coherence, and reinforce the idea that technology, when used wisely, can open real opportunities.

In addition, we carried out ongoing SEO content optimization, prioritizing topics such as inclusive digital education, technological employability, free digital skills training, and corporate volunteering. The result is a clearer, better-structured content system with greater visibility in search engines.

3. Social media strategy

Each social network serves a distinct purpose within the Foundation’s digital ecosystem:

• LinkedIn has become the main channel for institutional communication, partnerships, and strategic positioning.
• Instagram is the space to showcase stories, results, and program testimonials with a visual and approachable focus.
  
• X (Twitter) functions as an informational channel, ideal for sharing achievements, events, and updates on education and technology.
• YouTube brings together the most valuable audiovisual content, such as interviews, educational capsules, and impact stories.

Content planning is built on data, trends, and audience needs, ensuring narrative consistency and relevance in every post.

4. Website management and technical optimization

As webmasters, we have supported the evolution of Fundación Telefónica Movistar’s institutional website. The work focuses on improving user experience (UX), maintaining technical SEO optimization, and ensuring that all content aligns with each program’s communication objectives.

This includes adjustments to the site architecture, URL management, indexation monitoring, and performance analysis through tools such as Google Search Console, Analytics, Semrush, and Ubersuggest.

In this way, we maintain constant control over results and ensure that every digital action adds measurable value to the Foundation’s digital ecosystem.

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Results that reflect evolution

The joint work between Tuatara and Fundación Telefónica Movistar has strengthened a shared vision: digital communication as a strategic, sustained, and measurable process that transforms how organizations connect with their audiences.

The progress achieved so far reflects the maturity of a strategy that seeks not only visibility but also coherence, purpose, and connection. Every action carries a clear intention, to build a strong digital presence that communicates with authenticity and creates value in every interaction.

The evolution of the Foundation’s digital ecosystem has not been an immediate outcome, but rather the result of consistency, analysis, and close collaboration between teams. Each month brings new learnings, refined routes, and improved messages, enabling sustained growth and ongoing optimization in the management of its digital channels.

Growth in audiences and engagement

The growth across social media reflects a comprehensive advancement. The Foundation’s digital communities have not only increased in size but also in the quality of interaction, participation, and retention. Audiences now recognize the brand’s tone, identify valuable topics, and actively engage in the conversations the Foundation promotes.

• On LinkedIn, the community grew by 19%, while the interaction rate increased by 24%, demonstrating that institutional, leadership, and social impact content resonates with professionals, partners, and organizations interested in education and technology.
• On Instagram, organic reach grew by 27% and average engagement rose by 32%, thanks to a more human visual style that combines storytelling, practical information, and real testimonials.
• On X (Twitter), posts focused on education and digital employability achieved 35% more average interaction, positioning the Foundation as a key player in Colombia’s digital ecosystem.
• On YouTube, videos reached an average retention rate of 29% and an 18% increase in views, highlighting the effectiveness of short, narrative-driven formats that showcase stories of transformation and learning.

This growth reveals a deeper transformation: audiences are no longer just observing the content, they are sharing it, discussing it, and associating it directly with the Foundation’s purpose. In other words, digital communication has evolved from a one-way message to a space of dialogue, recognition, and collective learning.

Coherence, positioning, and digital performance

One of the greatest achievements of this process has been the consolidation of a coherent digital identity. Today, the Foundation communicates with a unified voice that conveys trust, professionalism, and closeness. Every post follows a planned narrative, and every visual element reinforces the institutional identity while maintaining a human touch.

Visual and narrative consistency reached a 95% compliance rate, strengthening brand perception and improving visual recall across different channels.

The institutional website experienced a 21% increase in organic traffic and a 15% reduction in bounce rate, reflecting a better user experience, higher reading retention, and more intuitive navigation.

Strategic keywords such as inclusive digital education, free digital skills training, and corporate volunteering improved their rankings in search engines, increasing visibility without relying on paid advertising.

The integration of digital analytics tools made it possible to consolidate a continuous monitoring system, focused on deeper data interpretation. Reports now aim to understand behaviors, identify opportunities, and anticipate trends, rather than focusing on isolated metrics.

Measurable and growing impact

The strategy has proven that the most valuable results are not always measured in numbers, but in consistency, reputation, and trust.

The impact of this evolution is evident in the way audiences perceive the Foundation, as a close, innovative organization committed to the country’s inclusive digital development.

Tuatara’s support has driven a significant transformation: moving from a fragmented digital presence to an integrated, purpose-driven, data-based communication strategy. Every decision, from content structure to website optimization, is made with a long-term vision focused on learning and continuous improvement.

Today, the Foundation has a digital communication strategy that not only amplifies its message but also generates relevant conversations, builds community, and projects its mission to new audiences.

The process remains active and continues to evolve each month, consolidating a collaboration that combines strategy, creativity, and analysis to keep strengthening the Foundation’s digital voice across Colombia.

Lessons that inspire

This process reaffirmed that effective digital communication is not only measured in numbers, but in the ability to connect with the right people at the right time. Each analysis, adjustment, and publication helped strengthen the Foundation’s voice and amplify its message with authenticity.

At Tuatara, we understand that strategy gains meaning when content, design, and data work together. That’s why, rather than just executing tactics, we help our clients build sustainable relationships with their audiences, based on coherence, purpose, and continuous learning.

Next steps that drive the path forward

The strategy continues to evolve. In the coming months, efforts will focus on deepening digital behavior analytics, optimizing the website, and creating new audiovisual formats to strengthen engagement and expand organic reach.

The goal is to consolidate a digital communication approach that is increasingly close and dynamic, enhancing the Foundation’s leadership as a benchmark for social transformation through technology.

At Tuatara, we will continue to support this process with an integrated vision that combines creativity, strategy, and analysis to keep driving measurable and sustainable results.

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A partnership that keeps transforming

The story with Fundación Telefónica Movistar continues. Every action, piece of content, and technical improvement reinforces our shared commitment to creating impact through digital communication.

At Tuatara, we believe that purpose-driven brands deserve strategies that help them shine both in the physical and digital worlds. That’s why, as a digital agency, we partner with organizations that aim to grow, connect, and evolve with meaning.

If your brand is looking to strengthen its digital communication and move forward in its digital transformation, we’re here to help you make it happen.