Do you want to know more about digital storytelling? Wondering how you can implement this in your own brand, product, or service? View these slides for useful tips to get started in making your brand more socially active. Fun case studies on Kim Kardashian, Old Spice Body Wash, Lego, and Tim Hortons campaigns.

1. #14 Eyed Media, Literally & L Think
March 10, 2015

2. #14 Eyed Media, Literally & L Think
March 10, 2015

4. LET’S SHOW YOU
HOW IT’S DONE!

5.  Newer trend
 Everyday people
using accessible
digital tools to tell
their stories
 Compelling,
emotionally
engaging, and
interactive stories

6.  A company’s
perspective in greater
detail
 Solving a problem, but
by levelling with your
people
 Building emotion, it will
help you get attention
 SCREAMING YOUR
PERSONAL BRAND!

7.  Share stories on the Internet
o Multimedia Movies: YouTube, Vimeo
o Audio Broadcasts: Podcasts
o Webinars
 Accessible media tools and software
o Web cameras
o Voice recorders
o iMovie / Windows Movie Maker
o Final Cut Express
 How-To videos (Meet Sally!)
 White board videos

8.  Our brains are wired to
understand & retain stories
 Humans are driven by:
o Positive emotions, personal
feelings, experiences
o Likeability
o Friendliness
o Relevance
o Empathy
o Relevance

9. Increases:
oBrand loyalty
oTrust
o Connect your brand
with your end user
oLikelihood to buy

10. It’s time to
incorporate
narrative
content into
your digital
storytelling!

11. Cultivate a deep understanding of your
target audience
Mandatory buyer persona
Ask your customers:
 Why did they buy fro you?
 How did they find you?
 What questions did they ask during the
sales process?
 What drove them to start looking for a
solution?

12. Identify emotional drivers & be
authentic
What are the emotional triggers that
pull customers towards your brand?
Share details to make your story
relatable: name, place, outcomes
Adapt your story to the medium
Make it shareable

13. Ensure credibility
Merge storytelling with data
Move your audience emotionally and
intellectually
Encourage user-generated content
Share different perspectives of your story
Start a hashtag, interview influencers in
your space, hold a contest

15.  Problem: Getting women to buy men-
based body wash for their man
 Campaign: “The Man Your Man Could
Smell Like”
 Product: Old Spice Body Wash
 Agency: Wieden + Kennedy, Portland,
OR
 Solution:
o Flawless execution of a one take viral
video
o Released via YouTube and TV
commercials
o Fan interaction – submit questions

16.  Problem: Breath new life into an old
kids toy
 Campaign: 90-minute “Lego Movie”
 Product: Lego toys
 Agency: Warner Bros., Hollywood, CA
 Solution:
o Well-written movie appealing to
adults and kids
o Product is the message – Lego scenes
o Deep message – We are all
imaginative builders at any age

17.  Problem: Retain market share in
coffee category against new entrants
e.g. McDonalds
 Campaign: “Every Cup Tells A Story”
 Product: Tim Horton’s coffee
 Agency: J. Walter Thompson (JWT),
New York, NY
 Solution:
 Tug at Canadian heartstrings
 Encourage user generated content
 Website (EveryCup.ca) and social
media integration

18. #14 Eyed Media, Literally & L Think
March 10, 2015

19. Content & Statistics:
https://www.facebook.com/business/news/value-of-storytelling-on-facebook
http://
www.theguardian.com/media-network/media-network-blog/2014/aug/28/science-storytelling-digital-marketing
http://www.poweredbysearch.com/transmedia-storytelling-transforming-digital-marketing/
http://
digitalmarketingmagazine.co.uk/digital-marketing-advertising/christmas-2014-how-advertisers-used-storytelling/1381
http://adage.com/article/digitalnext/beginning-end-storytelling/294975/
http://www.thesaleslion.com/brand-storytelling-example-lego-movie/
http://www.christinapinto.com/index.php/tim-hortons-every-cup
http://contentmarketingexperience.i-scoop.eu/wp-content/uploads/sites/6/2014/06/Storytelling-
Infographic-%E2%80%93-source-Fathom.gif
Imagery:
Google Images Database