How can you better engage with your audience? In this session, we discuss the power of storytelling in customer engagement. From the building blocks of story to how we can apply the fundamentals of story to marketing communications, David Hofmeyr, Planning Director at Ogilvy shares pointers and best practices to make your brand stand out.

1. Powered by
MASTERING STORYTELLING

2. Hello!
Laurie Close
Senior Strategist
OgilvyRED
David Hofmeyr
Planning Director
Ogilvy

3. What’s the weather like in your city?
Tell us where you’re dialling in from!

4. Want this deck?
It will be available for download shortly after
the webinar on: slideshare.net/socialogilvy
Ogilvy staff: It’s also on The Market!
themarket.ogilvy.com

5. M A S T E R I N G T H E C R A F T O F
S T O R Y T E L L I N G
D A V I D H O F M E Y R
1 7 . 0 5 . 1 7

6. S T O N E R I D E R
One of Puffin's big débuts, this futuristic
Western by David Hofmeyr oozes
atmosphere. Intensely filmic, a screenplay in
development with Working Title.
– The Bookseller
M A D M A X M E E T S
T H E H U N G E R G A M E S

7. 2 0 , 0 0 0 Y E A R S O F
S T O R Y

8. P A T H O S
E T H O S
L O G O S
S T O R Y I S E M O T I O N

9. S T O R Y I S D E S I R E
O R D I N A RY W O R L D
S P E C I A L W O R L D
1. Ordinary world
2. Call to adventure
4. Meeting the mentor
5. Crossing the threshold
6. Tests, allies, enemies
7. Approach
8. Ordeal, death & rebirth
9. Reward, seizing the sword
10. The road back
11. Resurrection
12. Return with elixir
3. Refusal of the call

10. 1. Limited awareness of problem
2. Increased awareness of need for change
4. Overcoming fear
5. Committing to change
6. Experimenting with new conditions
7. Preparing for major change
8. Big change with feeling of life and death
9. Accepting consequences of new life
10. New challenge and rededication
11. Final attempts; last-minute dangers
12. Mastery
3. Fear; resistance to change
S T O R Y I S C H A R A C T E R

11. S T O R Y I S O P P O S I T E S

12. S T A R T E N D
F A Ç A D E
( I N D E N T I T Y )
F A Ç A D E
( I N D E N T I T Y )
F L A W
( E S S E N C E )
F L A W
( E S S E N C E )
M I D P O I N T
( P O I N T O F N O R E T U R N )
S T O R Y I S C O N F L I C T

14. T H E T H R E E - A C T S T R U C T U R E
CONFLICTSETUP RESOLUTION
A C T 1 A C T 2 A C T 3
M I D P O I N T
( P O I N T O F N O R E T U R N )
1 S T T U R N I N G P O I N T
( A W A K E N I N G /
C A T A LY S T )
2 N D T U R N I N G P O I N T
( D E A T H E X P E R I E N C E /
M A J O R S E T B A C K )

15. A N A L Y S I N G T H E B E A T S O F
S T O R Y I N F I L M

16. G R A V I T Y

17. T H E S T O R Y B E A T S
A C T 3A C T 2A C T 1
CONFLICTSETUP RESOLUTION
O P E N I N G
I M A G E
S T A T I N G
T H E T H E M E
B R E A K
I N T O T W O
B R E A K
I N T O T H R E E
C L O S I N G
I M A G E
S E T U P
B S T O R Y
F U N A N D
G A M E S
B A D G U Y S
C L O S E I N
A L L I S
L O S T
C A T A LY S T
D A R K N I G H T
O F T H E
S O U L
F I N A L E
Gathering Team
Storming Castle
Hightower
Surprise
Digging Deep
New Plan
D E B A T E
S Y N T H E S I S
Act 1 & Act 2 worlds merge
A N T I T H E S I S
Bizarre version of world in Act 1
T H E S I S
World before story
M I D P O I N T

18. T H E S T O R Y B E A T S
A C T 3A C T 2A C T 1
CONFLICTSETUP RESOLUTION
O P E N I N G
I M A G E
S T A T I N G
T H E T H E M E
S E T U P
C A T A LY S T
D E B A T E
S Y N T H E S I S
Act 1 & Act 2 worlds merge
A N T I T H E S I S
Bizarre version of world in Act 1
T H E S I S
World before story

19. T H E O P E N I N G I M A G E

20. S T A T I N G T H E T H E M E

21. S E T U P

22. C A T A L Y S T

23. D E B A T E

24. T H E S T O R Y B E A T S
A C T 3A C T 2A C T 1
CONFLICTSETUP RESOLUTION
B R E A K
I N T O T W O
B S T O R Y
F U N A N D
G A M E S
S Y N T H E S I S
Act 1 & Act 2 worlds merge
A N T I T H E S I S
Bizarre version of world in Act 1
T H E S I S
World before story
M I D P O I N T

25. B R E A K I N T O T W O

26. B S T O R Y

27. F U N A N D G A M E S

28. M I D P O I N T

29. T H E S T O R Y B E A T S
A C T 3A C T 2
CONFLICT RESOLUTION
B A D G U Y S
C L O S E I N
A L L I S
L O S T
D A R K N I G H T
O F T H E
S O U L
S Y N T H E S I S
Act 1 & Act 2 worlds merge
A N T I T H E S I S
Bizarre version of world in Act 1
A C T 1
SETUP
T H E S I S
World before story

30. B A D G U Y S C L O S E I N

31. A L L I S L O S T

32. D A R K N I G H T O F T H E S O U L

33. T H E S T O R Y B E A T S
A C T 3A C T 2
CONFLICT RESOLUTION
B R E A K
I N T O T H R E E
C L O S I N G
I M A G E
F I N A L E
Gathering Team
Storming Castle
Hightower
Surprise
Digging Deep
New Plan
S Y N T H E S I S
Act 1 & Act 2 worlds merge
A N T I T H E S I S
Bizarre version of world in Act 1
A C T 1
SETUP
T H E S I S
World before story

34. B R E A K I N T O T H R E E

35. F I N A L E

36. F I N A L I M A G E

37. T H E S T O R Y B E A T S
S Y N T H E S I S
Act 1 & Act 2 worlds merge
A C T 3
A N T I T H E S I S
Bizarre version of world in Act 1
A C T 2
T H E S I S
World before story
A C T 1
CONFLICTSETUP RESOLUTION

38. T H E P O W E R O F S T O R Y T E L L I N G I N
A D V E R T I S I N G

40. S T O R I E S A R E 2 2 X M O R E
M E M O R A B L E

42. S T O R Y I N A D V E R T I S I N G
A C T 1 A C T 2 A C T 3
S Y N T H E S I S
Act 1 & Act 2 worlds merge
A N T I T H E S I S
Bizarre version of world in Act 1
T H E S I S
World before story
CONFLICTSETUP RESOLUTION

44. S T O R Y I N S O C I A L M E D I A
A C T 1 A C T 2 A C T 3
Introduction of video, she
describes her trip to Kohl’s
CONFLICTSETUP RESOLUTION
Build-up as she struggles to
unbox the Chewbacca mask
Climax where she laughs
uncontrollably

45. THE
BRIEF
WHAT
WE’VE
DONE TO
PREPARE
HOW WE
WILL
ANSWER
THE BRIEF
THE
TERRITORY
THE BIG
IDEA
WHY IT’S
A BIG
IDEA
HOW IT
WORKS
THE
MARKET
CHALLENGE
THE
ROLE
OF
COMMS
THE
CRITICAL
TARGET
GROUP
THE
CONTENT
OF COMMS
S T O R Y I N P I T C H P R E S E N T A T I O N S

46. THE
BRIEF
WHAT
WE’VE
DONE TO
PREPARE
HOW WE
WILL
ANSWER
THE BRIEF
THE
TERRITORY
THE BIG
IDEA
WHY IT’S
A BIG
IDEA
HOW IT
WORKS
THE
MARKET
CHALLENGE
THE
ROLE
OF
COMMS
THE
CRITICAL
TARGET
GROUP
THE
CONTENT
OF COMMS
B R E A K I N T O T H R E E A C T S
A C T 1 A C T 2 A C T 3

47. OPENING
IMAGE
THE THEME
THE BIG
IDEA
THE
CHALLENGE
ARRIVING AT
THE
TERRITORY
HOW IT
WORKS
OPENING
IMAGE
THEME
& SETUP
CATALYST
& DEBATE
THE BIG
INSIGHT
KILLER SLIDE
ARE THERE
OBSTACLES?
HOW CAN WE
OVERCOME?
FINAL
IMAGE
FUN
& GAMES
MIDPOINT
ALL IS LOST
& DARK NIGHT
FINALE
THE TEAM
FINAL
IMAGE
BREAK INTO
TWO
BREAK INTO
THREE
SURPRISE
CONTENT
F O L L O W T H E B E A T S
A C T 1 A C T 2 A C T 3
THE
TARGET
AUDIENCE
BAD GUYS
CLOSE IN
B STORY
CONFLICTSETUP RESOLUTION
THE CONTENT
OF COMMS

48. OPENING
IMAGE
THE THEME
THE BIG
IDEA
THE
CHALLENGE
ARRIVING AT
THE
TERRITORY
HOW IT
WORKS
OPENING
IMAGE
THEME
& SETUP
CATALYST
& DEBATE
THE BIG
INSIGHT
KILLER SLIDE
ARE THERE
OBSTACLES?
HOW CAN WE
OVERCOME?
FINAL
IMAGE
FUN
& GAMES
MIDPOINT
ALL IS LOST
& DARK NIGHT
FINALE
THE TEAM
FINAL
IMAGE
BREAK INTO
TWO
BREAK INTO
THREE
SURPRISE
CONTENT
F O L L O W T H E B E A T S
A C T 1 A C T 2 A C T 3
THE
TARGET
AUDIENCE
BAD GUYS
CLOSE IN
B STORY
CONFLICTSETUP RESOLUTION
THE CONTENT
OF COMMS
Give listeners an
emotional experience
by telling the story
around the struggle
that will ultimately lead
to conquering the
challenge.
Grab your listeners
attention with a
question or an
unexpected challenge.
Galvanise listeners with
a final resolution.

49. T H E S E V E N P R I N C I P L E S O F
S T O R Y T E L L I N G

51. T H E S E V E N P R I N C I P L E S
1.
Know the end
before you start
5.
Build anticipation
and uncertainty
2.
Introduce a
flawed hero
6.
Show, don’t tell
3.
Take me on a
journey
4.
Create conflict
7.
Make me care

52. 1 . K N O W T H E E N D B E F O R E Y O U S T A R T
The beginning and the
ending are two halves
of the same whole. In
some senses they are
MIRROR IMAGES of
one another. The
beginning asks a
question. The ending
answers it.

53. 2 . I N T R O D U C E A F L A W E D H E R O
In order for your
character to evolve in a
positive way, she has to
start out with
SOMETHING LACKING
in her life, some reason
that makes the change
necessary.

54. 3 . T A K E M E O N A J O U R N E Y
Real adventure is
defined best as a
journey from which you
may not come back
alive, and certainly
NOT THE SAME
person.

55. 4 . C R E A T E C O N F L I C T
It’s only by
competing for the
same goal that the
hero and the
opponent are
forced into direct
CONFLICT.

56. 5 . B U I L D A N T I C I P A T I O N & U N C E R T A I N T Y
Withholding information,
and doing that
intentionally, is more
ENGAGING than offering
up the information.

57. 6 . S H O W , D O N ’ T T E L L
True character is
REVEALED in the
choices a human being
makes under pressure.
The greater the
pressure, the deeper
the revelation.

58. 7 . M A K E M E C A R E
Don’t stress about
making your main
characters likeable or
relatable. That’s
development speak.
Just make them
FASCINATING, and
we’ll care.

61. We think we understand
the rules … but it’s a
narrowing of the
IMAGINATION.
- David Lynch

62. T H A N K Y O U
Q & A
D A V I D H O F M E Y R

63. Questions?
Laurie Close
Senior Strategist
OgilvyRED
David Hofmeyr
Planning Director
Ogilvy