1.
MASTER
CLASS
CJ Johnson
MARKETING CONSULTANT
WWW.CJJOHNSONJR.COM
PHOENIX, AZ ~ NOVEMBER 17 - 18, 2022
DIGIMARCONSOUTHWEST.COM | #DigiMarConSouthwest
Content Storytelling
Master Class

2.
OVERVIEW
In this Masterclass presentation, we will learn new ways on
how you can become an impactful storyteller and thrive in
the world of Digital Marketing.
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3.
ABOUT CJ JOHNSON
CJ Johnson is an award-winning storyteller, content creator, and media
strategist. He is also a GQ Magazine Insider, delivering stylish, and creative
uplifting content to more than 200,000 social media followers that includes
celebrities, world-class athletes, TV personalities, political leaders, and others
around the world. Listed as one of the "Top Creators To Watch" and "Rising
Voices in Media", CJ receives over 3.7 million monthly impressions across all
of his social channels. He has been featured in GQ Magazine, Forbes,
AdWeek, Men’s Health, The Huffington Post, ESPN, and more. As the former
co-founder of a top ad agency – J&J, CJ is considered one of the leading
global minds on the creator economy, social media marketing, brand strategy,
and cultural trends. He has successfully supported hundreds of small
businesses to Fortune 500 companies around the globe. CJ currently serves
as a Cancer Research Institute Advocate, Walmart Civic Engagement
Consultant, AdWeek Creator Partner, Google Next-Gen Tech Policy Leader,
and an Impact Venture Partner at the Founder Institute, the world's largest
pre-seed startup accelerator.
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4.
BRANDS ARE SUSTAINABLE & TAKING RESPONSIBILITY 3
According to Wunderman Thompson Intelligence’s research, 90% of consumers believe that
companies and brands have a responsibility to take care of the planet and its people. As climate
concerns reach fever pitch, brands are assuming greater responsibility for environmental
impact.
THE
FUTURE
OF
DIGITAL
MARKETING ANTI-EXCESS CONSUMERISM 1
Shoppers are consciously stepping back from the ledge of excess
consumer culture. The archetypal insatiable consumer is becoming an
outdated relic of the 20th century as consumers turn a more
discerning eye on purchasing. Rising generations are buying with less
frequency and more mindfulness, so brands should be cautious of
pushing products mindlessly—they risk appearing blindly greedy and
out of touch.
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“ALL IN ONE” 2
Brands are looking for more opportunities to monetize various verticals within the brand while nurturing
community engagement. This includes podcasts, web3, blogs, social media interactions, media tie-ins, and
merchandise. A good example is https://a24films.com/

5.
HOLISTIC CUSTOMER JOURNEY MAINTAINS BRAND LOYALTY 6
Use the holistic customer journey to maintain brand loyalty: By looking at the process
of making a choice, we might learn the things consumers think about during their
journey that may not drive the purchase today but is important down the road. As an
example, a consumer may buy an energy drink today, but we learn that along their
journey they considered less sugary options. While they didn’t make that choice today,
it might predict their preference in the future.
THE
FUTURE
OF
DIGITAL
MARKETING NOSTALGIA IS “IN” 4
Looking back at nostalgia is a fun way that brands are reconnecting with their consumers. From adult Happy
Meals at McDonald's to Pool Suite, the popular nostalgia-fueled feel-good summer online radio station…
nostalgia is in.
SOCIAL MEDIA IS HAVING A PRIVATE MOMENT, AS A NEW GENERATION OF
USERS ESCHEWS THE ENDLESS FRIENDS LIST IN FAVOR OF MORE INTIMATE
CONNECTIONS WITH A SELECT FEW 5
Fueled by a growing desire for privacy, authenticity and well-being, young
consumers are seeking ways to digitally engage with only their closest
companions, whether through bite-sized direct messaging communities, such
as the new BeReal app or niche interest-based groups on Discord. Many
respondents said that platforms such as Instagram put too much pressure on
users to display perfect versions of themselves online, and many users are
wising up to the influencer culture’s effect on their mental health.
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6.
DIVERSITY AND INCLUSION 9
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.
THE EVER-PRESENT ISSUE OF BIAS HAS INFILTRATED EVERYTHING FROM THE MEDIA TO
ALGORITHMS 7
Rather than simply paying lip service to inequality and bias, brands are trying to innovate with products
that actively strive to address these issues. This is even highlighted with The wildfire speed of social
media has taken political and social discourse to a new level in terms of pace, content, and veracity. Now,
politicians—and tech companies themselves—are recognizing this, and aiming to turn the tide on the
more malign aspects of its influence. Between the push of regulation and the pull of free speech, we will
see a new focus on how information, particularly the political, is disseminated through these channels.
THE
FUTURE
OF
DIGITAL
MARKETING
SOCIAL MEDIA IS HAVING A PRIVATE MOMENT, AS A NEW GENERATION OF USERS ESCHEWS THE
ENDLESS FRIENDS LIST IN FAVOR OF MORE INTIMATE CONNECTIONS WITH A SELECT FEW 8
Fueled by a growing desire for privacy, authenticity and wellbeing, young consumers are seeking
ways to digitally engage with only their closest companions, whether through bite-sized direct
messaging communities, such as the new BeReal app or niche interest-based groups on Discord.
Many respondents said that platforms such as Instagram put too much pressure on users to display
perfect versions of themselves online, and many users are wising up to the influencer culture’s effect
on their mental health.
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7.
BRANDS SHARE COMMUNITY VALUES ARE FINDING GREAT RESULTS 10
According to The Axios Harris Poll 100 is an annual survey to gauge the reputations of the most visible brands
in the country. For the first time in the poll’s six-year history, three grocery brands —Trader Joe’s, H-E-B and
Wegmans — landed in the poll’s top 10. Survey respondents noted that these brands have an especially high
commitment to “ citizenship," meaning they share community values. Grocery brands also were the most
consistently high performers compared to other sectors.
BRANDS ARE ADOPTING AN OPTIMISTIC OUTLOOK 12
Confronted with unnerving environmental, political and economic instability, people are more anxious
than ever. A survey by the American Psychological Association (APA) undertaken in April 2019 found
that 32% of Americans felt more anxious than they had the previous year. A previous APA survey found
that millennials are the most anxious generation to date. Now brands and consumers, eager to move the
conversation on from bleak, dystopic times, are casting a more measured and reassuring lens on the
future. Consumers are looking for products and services that offer comfort and protection from the
world around them. The nihilistic days are over and forward-thinking companies are brightening the
gloom by offering a measured and thoughtful outlook, one that is both realistic and optimistic.
THE
FUTURE
OF
DIGITAL
MARKETING
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INFLUENCER MARKETING 11
Influencer marketing is now a full-funnel marketing activity and a top priority investment among marketers. #3
in overall marketing investments (#1 and #2 are Digital Display and Video Ads and Paid Social Ads). 91% of
marketers see influencers as an effective use of budget. 61% of marketers saw 2-12x return on ad spend.
Savvy brands are in it for the assets.

8.
IMPACT STORYTELLING IN 5 EASY STEPS
STEP 1: KNOW YOUR COMPANY
VALUES & PRINCIPLES
Make sure you have this in writing and share it
with your team. Key questions to note:
• Why does your company exist?
• What matters most to you and your team?
• What are the top 3 problems your business is
actively working to solve?
• Do you understand your brand identity?
• What is the #1 thing that makes your company
unique?
Keep this updated on a regular basis. This can
be monthly or even quarterly.
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9.
STEP 2: STUDY INDUSTRY TRENDS
DAILY
Review advertising, consumer behavior, and
industry-related news on a daily basis. This will
allow you to see where the market is going and
understand what your customers want before
they know they want it. Encourage this with your
team and your organization.
IMPACT STORYTELLING IN 5 EASY STEPS
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10.
IMPACT STORYTELLING IN 5 EASY STEPS
STEP 3: SHARE YOUR FINDINGS
Share your findings with your team. This will
keep you informed, and up-to-date, keep you
ahead of the trends and provide direct insights
into your community. Ultimately, this will help you
thrive and stay ahead of the curve. Plus, this is a
great team-building exercise.
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11.
STEP 4: CREATE A STRATEGY
Create a decisive marketing strategy that
contains the following a timeline, milestones,
and a realistic budget, and identify your success
metrics. Make sure everything is well-defined.
Be specific.
Keep simplifying your goals, Give yourself
actionable steps. Make it simple and easy. Set a
timeline and milestones. Most importantly create
a realistic budget. Always know what your
success metrics are. Do not have it undefined or
something arbitrary as an increase in sales. Be
specific.
IMPACT STORYTELLING IN 5 EASY STEPS
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12.
IMPACT STORYTELLING IN 5 EASY STEPS
STEP 5: PUT YOUR PLAN INTO
ACTION
Put your Plan Into Action. Take small steps to get
big results. You know your story. You know your
goals.
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13.
KYLIE JENNER
Kylie built an empire out social media, specifically Instagram
and Snapchat. In 2014 and 2015, Time magazine listed Kylie
as one of the most influential teens in the world, citing their
considerable influence among youth on social media. Kylie
has over 150 million followers, making her one of the most
followed people on Instagram. In 2017, Jenner was placed
on the Forbes Celebrity 100 list, making her the youngest
person to be featured on the list. In March 2019 Kylie’s net
worth was estimated at US$1 billion, making her, at age 21,
the world's youngest billionaire as of March 2019.
IMPACT
STORYTELLING
AVENGERS: ENDGAME
Avengers: Endgame grossed nearly $2.8 billion worldwide in just 11
days and would eventually become the highest grossing film of all
time. Avengers utilized two key psychological components to get
butts to seats. Phase 1: “DON’T SPOIL IT - If you saw it don’t share
any details but DO tell everyone how awesome it is. Key Motivator:
Fear of Missing Out AKA FOMO. Phase 2: “MAKE THE BIGGEST
MOVIE EVER”: If you go see it again not only do you get to relive the
most exciting parts again BUT, you will help make this movie the
biggest one ever! Key Motivator: You get a REWARD!
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14.
IMPACT
STORYTELLING
Industry observers noted the Popeyes' new chicken sandwich looked a lot like the
Chick-fil-A chicken sandwich with its pickles and buttered bun. Chick-fil-A tweeted,
“Bun + Chicken + Pickles = all the [heart] for the original” about its own chicken
sandwich. To which Popeyes replied with a cryptic, “... y’all good?”
Thinknum, a web platform that allows investors to get data-driven investment ideas
by monitoring companies' websites, declared Popeye’s the winner of what is now
referred to as the spat it called “Chickengate”.
Hundreds of thousands of internet users rushed to defend Popeyes. This show of
support allowed Popeyes to pick up 25,000 new followers overnight. In contrast,
Chick-fil-A picked up just 10,000. Popeyes announces they ran out of sandwiches.
They restocked those sandwiches in November of 2019.
What was the result of Chickengate?
Popeyes earned anywhere from $20 million to $23 million from its new chicken
sandwich and the controversy that attended its reveal. Equivalent to the ad value
across digital, print, social, TV and radio in only 11 days. Some say a lot of the hype
that led to the success of Popeye's chicken sandwich can be credited to… Twitter.
In conclusion, same-store sales in the fourth quarter were up 34% in 2019 over 2018
and close to 40% overall. Restaurant Business, tweeted, “Since 2007, we could find
no other restaurant chain that can even come close to matching Popeyes’ +37.9%
from last quarter. None.”
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15.
RECOMMENDED READING
Adweek, Morning Brew, Marketing Brew, Wunderman
Thompson Intelligence, The Future Laboratory, Pew Research
Center, awwwards.com, The Harvard Business Review
RECOMMENDED APPS
Buffer, Unfold, Mojo, Pinterest, Premiere Rush, Snapseed, IG,
TW, L, FB, YT, TikTok, Snapchat, BeReal, Willa App, Gauge
Research
BRANDS TO FOLLOW
@kyliejenner, @wetheurban, @fuckjerry, @natgeo,
@thefuturelaboratory, @cjjohnsonjr, @robinhoodsnacks,
@glossier, @slimjim @adweek
**Subscribe to Adweek here and use promo code: CJSAVE50
for $50 off of premium subscription.
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16.
DOLOR