Please vote for our SXSW 2017 PanelPicker idea here https://shar.es/1ZzkSK Supporting deck for a 2017 SXSW PanelPicker proposal by Camilla Yates, Senior Planner at Elvis Communications, and Sally Barton, Global Brand Equity Manager, Cadbury

1. SXSW 2017 Panel Picker Proposal by
Camilla Yates, Senior Planner, Elvis Communications
Sally Barton, Global Brand Equity Manager, Cadbury
Storytelling at Scale
How to achieve scale without sacrificing the brand story

2. Smart brands know that in order to
grow, they need to increase penetration.
Their content needs to reach as many
category buyers as possible

3. And to stick in people’s minds, that content
needs to use the brand’s distinctive assets
in order to build the memory structures
that create valuable mental availability

4. But combine these
principles with a
continuing drive for
efficiency in terms of
media buying and asset
production, and we risk
damaging the brands
we’re working to grow.

5. Reach Quality reach
vs
We need to ensure that brands don’t just reach our audience,
but emotionally resonate with them. We need ‘quality reach’

7. We’ll use recent examples of Cadbury’s work to explain some
of the key elements that can drive the genuine emotional
resonance that is a product of quality reach.

8. The work we show will illustrate principles for
achieving quality reach through storytelling
at scale, such as:
• Build around the moments that matter
Click the image to view content online

9. The work we show will illustrate principles for
achieving quality reach through storytelling
at scale, such as:
• Build around the moments that matter
• Use what your audience loves
Click the image to view content online

10. The work we show will illustrate principles for
achieving quality reach through storytelling
at scale, such as:
• Build around the moments that matter
• Use what your audience loves
• Give people something real to play with
Click the image to view content online

11. The work we show will illustrate principles for
achieving quality reach through storytelling
at scale, such as:
• Build around the moments that matter
• Use what your audience loves
• Give people something real to play with
• Enlist the help of others
Click the image to view content online

12. We’ll demonstrate the impact this approach can have by
sharing campaign results, evidencing uplift on brand and
business metrics

13. We’ll show how this approach can enable us to continue to
push our craft forward, so we continue to produce work
that people love, and we are all proud of

14. Thank you