The document summarizes Skype's shift to a storytelling marketing strategy. It details how Skype recognized the power of user stories to build emotional connections and relationships. Skype began prioritizing the collection and sharing of authentic user stories over traditional marketing messages. This included co-creating stories with users and aggregating existing user stories shared online. Skype also integrated storytelling into its overall marketing strategy, budgets, and measurement of success. The document provides the example campaign "Stay Together" to illustrate Skype's new strategic, integrated approach to storytelling.