Impact Storyteling

1. IMPACT STORYTELLING + THE FUTURE OF MARKETING

2. CJ JOHNSON is an award-winning Brand Consultant,
Influencer, and GQ Insider. CJ is best known for documenting
his globe-trotting adventures while spreading the word of
empowerment, trend forecasts, and brand-building. Listed as
one of the Top Creative Influencers To Watch in 2018, CJ has
become an influential millennial voice with over hundreds of
thousands of social media followers. He has helped over 118+
Startups, Entrepreneurs, and Fortune 500 companies
worldwide find success with effective growth strategies.
Among other accolades, CJ has been featured in publications
such as Huffington Post, Fast Company, Forbes, Vice, New
York Times, and more.

3. AWESOME BRANDS HE’S WORKED WITH

4. In the changing landscape of the world, the
power of storytelling and the impact of
marketing is at an all-time high. From using your
Instagram and Snapchat Stories to build a billion
dollar empire like Kylie Jenner to investing in
marketing costs of $200 million for the “DON’T
SPOIL IT” Avengers: Endgame awareness
(which has already generated billions of dollars
in revenue). The tools and technology are at our
fingertips. Challenges we once new are no
longer a concern. Now, it’s about the art of
storytelling and engaging the cultural landscape.
Whether you are a small business or a startup.
Or even a burgeoning empire…
A new generation of storytelling is emerging and
you need to be on the front lines of the
movement… or get left behind.

5. EXHIBIT A
Brand: Brand X
Campaign Concept: Create brand awareness by using a
combination of influencer marketing, creative content, and ad
buys to craft a story about people facing their fears and living
their dreams in bucket list challenges paid for by Brand X.
Brand X is only allowing it’s name to be shown in specific
mentions, tags, and brand logo appearances. But, the
campaign is publicly mentioned and promoted under a
different name.
Results: Brand X gets creative content, millions of impressions,
increase in social value, subconscious linking, increase in
brand equity, increase in brand awareness, positions itself as a
trusted brand, and avoids any fallout if campaign fails (“it
wasn’t Brand X it was called something else, remember?”).

6. EXHIBIT A1
Instead of bucket list items I hyper-focused on a personal mission of my own and
tapped into a growing issue online and offline. Social Media Depression. How can
I tackle that using the art of storytelling and tie it into Brand X’s awareness
campaign. Simple. I host a private community event that includes influencers and
dream chasers with a very simple them of owning who you are and facing your
fears.
Goals:
• Provide an opportunity for genuine conversation and sense of community for
the dream. chasers of the world. Not necessarily networking, but connecting.
• Showcase the real-life value of an “Influencer”.
• Provide an opportunity for Diversity and Inclusion.
Results and Impact:
1. People DO care about being a part of a Community. We wanted 150 RSVP’s.
In one day we had 325. We capped it at 200. Around 175 came to the event…
on a Friday night in Los Angeles. Not too shabby. Thousands are now
intrigued by a future community event. Growing movement. Word of mouth.
2. Not all Influencers are superficial. It’s not about the free food, travel, clothes,
or the money. It’s about social impact.
3. All vendors were local and from Latin X and Black communities, and several
female run enterprises, spotlighting diversity and inclusion.

7. WHAT YOU NEED TO KNOW
Diversity and Inclusion: Today, 60% of Latinos are Millennials or younger. 50% of the black
population is Millennial or younger. In addition to their sheer numbers, the economic strength of
black and Latino consumers is on the rise, representing the two largest multicultural market
groups and accounting for a combined $2.5 trillion in annual purchasing power .
Social Media - The Facebook Newsfeed shifts to Stories, less emphasis on follower counts,
elimination of spam accounts and fake followers. With growing fatigue we will also see a trend of
monitored use. Twitter users are younger, more likely to identify as Democrats, more highly
educated and have higher incomes than U.S. adults overall. But on other subjects, the views of
Twitter users are not dramatically different from those expressed by all U.S. adults. 10% of Top
Tweeters use automated tools.
Influencer Marketing - While tried and true sponsored content collaborations (83%) continue to be
the go-to activation approach, marketers are engaging influencers beyond social media through
events, endorsements, podcasts and more.
Emerging Technologies: The Future of Work, Automated tools, AI, and technology are making
workflows easier to manage trimming the fat with costs and time wasters. This provides more
opportunities for brainstorming, creativity, and using emerging technologies to your advantage.
Emotional Intelligence: Global uncertainty becoming inescapable; a growing culture of mental
illness; longevity and financial security shaping life choices; and the omnipresence of social media
is at breaking point. Educational platforms to promote self-care; peer-to-peer news networks
making sense of the world; reclaiming flaws to fight cyberbullying; pocket money for underaged
entrepreneurs; spirituality providing an alternative lifestyle; a new era for teenage hedonism. An
intuitive approach to visualizing stress and anxiety; how to prepare for an opt-out internet;
controlled stimulants offering intoxication for health-conscious consumers.
Gen Z + Millennials: The Influencer phenomenon happened right in the middle of the recession
when this generation were being told jobs were scarce and personal wealth impossible. They had
less money, fewer opportunities and yet were being encouraged to share their lives visually – and
publicly – online. Gen Z face political and financial uncertainty head on with humor and
indignation. Their wokeness is extraordinary and they are more comparable to activists from the
1960s and 1970s than their direct predecessors.The most impactful difference between Gen Z
and Millennial influencers is they don’t want to necessarily advertise your brand, because they
have their own.

8. STEP 1:
VISUALIZE YOUR STORY’S PURPOSE
STEP 3:
ASK YOURSELF QUESTIONS
Envision your brand like a story. A
beginning, middle, and end. Write
down your story. Use your
imagination. Dream big. Try to be
as detailed as possible.
This is your story.
Tell it your way.
STEP 2:
WRITE DOWN YOUR GOALS
Now that you have your story
written down, break down
what you would could
SHOULD do to make your
story engaging. I recommend
you reverse engineer things
and apply the ONE THING
principle by simplifying your
goals: What is your 5 year
goal? Your 1 year goal? 3
month goal? 1 month goal? 1
week goal? 1 day goal?
Finesse your goals. Give
yourself actionable steps.
Make it simple and easy.
STEP 4:
TURN YOUR GOALS INTO ACTION
Ask yourself great
questions. The more
specific your intention is
behind everything you
write, the the better.
Example:
“How is my brand unique?”
“How is my brand more
unique than other brands
like it?”
“How is my brand so
unique that my roommate,
Jim would be compelled to
stop playing video games
for five minutes and take
notice of my brand without
me telling him to do so?
4 SIMPLE STEPS TO LEVEL UP YOUR BRAND
STORYTELLING
Act now!!

9. KEY QUESTIONS TO
ASK:
What is the story that you
want to tell?
Is the story you want to tell
thought-provoking? Is it
uplifting and necessary?
How will the story you tell
today impact your brand
tomorrow and years to
come?
How thoughtful is your
brand messaging?
Are you using innovative
tools, market research, and
trend forecasts to your
advantage to stay ahead of
the curve or are you
staying “in the bubble”?
Taking into account the
“Fear of Loss” is the most
effective key motivation, is
your brand story one worth
telling?
How well do you know
your audience and what
are they the most
interested in?

10. SPECIAL THANKS TO YOU :)
CONTACT ME DIRECTLY AND
SAY “HI!” @CJJOHNSONJR +
INFO@CJJOHNSONJR.COM