Brand Storytelling Master Class - Simon Kelly. Story Worldwide
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Every agency/brand/marketer understands the importance of storytelling, however there is a real rigor to effective storytelling. This course let's you in on the battle-tested approach we've honed over the past 15 years.This hands-on session will take attendees on a journey through the three stages of storytelling, after a short explanation on why storytelling is a much more powerful marketing approach than traditional advertising. First of all is the story finding stage, during which we'll delve deeply into the ways in which a brand can understand and reveal its true and own-able narrative. We’ll dig deep into your brand’s core DNA to uncover the distinct truth that most powerfully resonates with people. The result is your Story Platform. Think of it as the north star that will inspire and connect all of your brand’s future communication. Next follows the story testing stage, where we test various creative narrative concepts all anchored by the Story platform. This process is aided and abetted by the use of a proprietary tool, Storyscore. Finally we'll show how the results of the test can be brought to life through the story making process. This masterclass is very practical, supported by real life brand examples and will give attendees useful and practical know-how that they can be put into practice immediately.
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Brand Storytelling Master Class - Simon Kelly. Story Worldwide
- 1. Simon Kellysimon.kelly@storyworldwide.com CHIEF EXECUTIVE OFFICER, STORY WORLDWIDE NEW YORK, NY ~ MAY 10 – 11, 2018 | DIGIMARCONEAST.COM #DigiMarConEast Brand Storytelling Master Class MASTERCLASS
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- 3. 3 I have news for you SagWe are all storytellers, the human brain is hardwired for narrative.
- 4. 4
- 5. 5 Ads sell.
- 6. 6 Ads sell. Stories make people feel.
- 7. 7 Ads sell. Stories make people feel. When they feel something, they do something.
- 8. 8 Ads sell. Stories make people feel. When they feel something, they do something. We can prove it.
- 10. 10 Who we work with.Challeng er brands • Bold and ambitious brands • Brands looking to drive change
- 14. 14 es mattThey creatememorableconnections driven byemotion.
- 15. 15 Before the Cognitive Revolution, forager bands couldn’t band together in anything bigger than the Dunbar number of 150, the maximum group size Sapiens can organize to (which is still true today). Sapiens can’t remember more meaningful relationships than that, which means they can’t trust strangers. The Cognitive Revolution solved this problem with the invention of shared myths — ‘intersubjectives’ that exist for as long as people say they do. The Peugeot Story
- 17. 17 What about Aristotle? The three artistic proofs: modes of persuasion Logos or logic. Using reason - data, analytics, research etc. Ethos. Credibility, authenticity. At Story we using the phrase ‘authority to publish’ Last but certainly not least, Pathos. Using the power of Emotion to persuade
- 18. 18 Glossaryofterms Content marketing: Creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience. Collateral without a story Story: Event, true or fictitious, that is written or told with the intention of entertaining or informing, incurring an emotional reaction Narrative: A “system of stories.” In other words, narratives are composed of multiple stories that relate to one another
- 19. 19 Let’s now focus on the how.
- 20. 20 We begin with a Story Discovery Workshop. We dig deep into your brand’s core DNA to uncover the distinct truth that most powerfully resonates with people. We take data (Logos) and peel away the layers to get to the core narrative. The result is your brand Story Platform. Think of it as the north StoryFinding
- 21. CHALLENGE: General Mills was considering killing the Jolly Green Giant character as a prominent marketing presence. They thought he had become irrelevant to younger audiences and they were right. SOLUTION: Using The Story Discovery Workshop we found a way to evolve the Green Giant into a vital, authentic character with a rich backstory, an identifiable personality with a unique point of view. We uncovered what makes the Green Giant special and a range of stories to tell new audiences. Case Study: Green Giant
- 22. DISCOVERY What we found was that consumers actually had positive sentiment towards the Green Giant. What’s more, we found that many of the stakeholders had amazing brand stories that had never been heard before—stories that coincided with some of the perceptions of the Giant that consumers had. CROSS-POLLINATION By bringing people from different areas of the brand together, and reviewing the views of real consumers, ideas that were relevant to everyone became much more apparent.
- 24. We outlined new audiences & improved old ones. We uncovered and debated the priorities of new audiences and strengthened traditional ones. More importantly, we outlined in great detail how our audiences were most likely to interact with Green Giant.
- 25. We created strong story circles for each brand pillar. We used Stakeholder knowledge to create descriptive terms that represent the Brand DNA for each brand value. By defining story circles around each brand pillar, we turning general claims into own-able language.
- 26. We gained alignment on who the Green Giant should really be. There was an obvious disconnect between how the Green Giant was viewed internally, versus how consumers viewed him. We established an archetype that best represented the future of the Green Giant as a wise, nurturing soul, always concerned with preserving what is good. WORKSHOP CHOICE THE PROTECTOR Wise, con dent, in control, strong, active, capable, spiritual, in tune with nature, warm, filled with the joy of life and living, dedicated to protecting and preserving what is good. BLENDED THE INNOCENT Wholesome, pure, forgiving, trusting, honest, happy, optimistic, enjoys simple pleasures. CONSUMER CHOICE THE HERO Warrior, competitive, aggressive, winner, principled, idealist, challenges wrongs, improves the world, proud, courageous, brave, sacrifices himself for the greater good.
- 27. We found ultimately what made the Green Giant special. We created a Brand Mountain using detailed Stakeholder knowledge of each product and the care that goes into nurturing seeds, farms and their relationships with growers. We used the full expertise of the group to identify entry stakes, valued attributes, and ultimately capture the brand’s true differentiators among the competitive set.
- 28. And then we found the story.
- 29. The Natural Guardian of Growing The Green Giant is intimately connected to nature and embodies the concepts of fresh and natural. He leads by example, living the life he advocates. As the Protector, he keeps careful control over the vegetables that bear his name, selecting the seeds, overseeing the farming methods, making sure his vegetables are picked at the peak of perfection and frozen fast to lock in nutrients. This foundation allows for an infinite amount of stories from growing healthy vegetable to growing healthy families. Stories that are richer than two-for-one price claims.
- 30. THE GREEN GIANT IS… • A guardian • A mentor • A sage • All about freshness • All about nutrition • Intimately connected to nature and all living things • Filled with the joy of life and living • Caring • Approachable • Optimistic • Friendly to all he meets • Never somber • A joyful fellow with a modern sense of humor, he has wit and charm, which can often be conveyed in a simple look or gesture. THE GREEN GIANT IS NOT… • A spokesperson. He’s much more than that, which he why he rarely has to speak. His presence alone speaks volumes for the brand. • To be seen as some sort of oddity or freak of nature. He is not the Incredible Hulk. People are not surprised or shocked when he appears. It always seems natural that the Green Giant is there. • A superhero. He precedes superheroes, his past dates back beyond the creation of such characters. He has a real history. He’s bigger than any superhero could ever be. THE GREEN GIANT ONLY… • Speaks when absolutely necessary and when he has something important to say, just like any good sage or mentor. His knowledge— the subjects that he can talk about— includes vegetables, the natural world, the preservation of nature, the importance of farming, being environmentally aware, nutritious food, feeding and sustaining healthy and happy families and so on. THE GREEN GIANT INTERACTS WITH PEOPLE… • When necessary. He is not a token piece of branding; he is part of nature and, therefore, part of the reason vegetables exist. As such, he comes to their defense when needed, imparts valuable knowledge about the benefits of eating them and how they are grown and delivered farm-fresh to your table. • Outdoors. He is never seen in a house or indoors. He simply couldn’t t and it’s not his natural environment. but he can be found in the yard, in a park, by the shore, in a forest and anywhere there is a suf cient expanse of natural surroundings to prevent him from appearing to be cut off from nature. THE GREEN GIANT LIVES… • In the valley, his traditional home. • Just over the horizon, that mystical place children can fantasize about, somewhere that seems so close yet so far away...just like the end of a rainbow. • In all of us who grew up with him, because we know him, trust him and rely on him for his expertise and wisdom when it comes to vegetables. • On every piece of packaging...he should be present and his “voice” should be present as well via quotes printed on the packaging. • In every child’s mind. THE GREEN GIANT HAS COME OuT OF THE VAllEY TO BECOME MORE ACTIVE WITH PEOPLE... • Because he has a mission to help people eat better and live better in a more natural way, and he believes people are eager to learn these lessons and ready now for his example and message. THE GREEN GIANT HELPS MOMS/PARENTS BY… • Being the voice of nutritious healthy vegetables that are served straight from the farm to your table as fresh as the day they were harvested. • Being an advocate for the preservation of nature and natural things. • Providing information and facts about the bene ts of vegetables and how to keep healthy, natural food in all our lives. • Giving her kids something to “look up to” in a character young children can relate to and enjoy. THE GREEN GIANT ALWAYS… • Has a smile. This is part of his heritage; he has always had a happy nature. • Leads by example. THE GREEN GIANT WILL BE RELEVANT TO... • Each and every mother because she knows he will be her ally and friend in helping care for and protect her family. most importantly, he will provide the best vegetables to serve to her family, and she knows the importance of providing healthy, nutritious vegetables to her children. • •Young children because he is such a wonderfully mystical and powerful character. Children can relate easily to a larger-than-life friend and mystical protector, as giants are part of so many fairy tales and childhood bedtime stories. • Young adults because the Green Giant’s knowledge and wisdom ts well with their growing attraction to naturalness as a value and his gentle sense of humor makes him seem part of their modern world. • Those who grew up with him because they long have known his presence means quality, healthy vegetables. We defined in detail The Green Giant’s new role for everyone who touches the brand.
- 31. 31 This method works. The proof comes from a unique testing method that accurately predicts the power of your brand story. Unlike testing rational metrics, it quantifies something more valuable – System 1 thinking – the instinctive gut reactions that drive 95% of decision-making.
- 32. 32 It’s called StoryScore. It compares your new Story Platform to competitor messaging, predicts how customers will react to them in- market, and singles out the most potent ones. Knowing a story’s impact well in StoryScorepowered by System1 Research
- 34. Thechallenge.Darigold had lost relevancy in the dairy category. It needed to reestablish its presence and stand out in a crowded space to drive brand preference.
- 35. Theinsight. There’s something special about the Pacific Northwest. It’s more than just geography. It’s a deep-seeded value system of earnestness and integrity among Darigold farmers and employees. The region also has some of America’s richest soil that produces the best grass for cows to eat. For these reasons, Darigold dairy isn’t just good. It’s exceptional. 35
- 55. 55 Finally you’re ready to bring your story to life with innovative ideas and engaging creative executions. Using real people wherever possible in real situations. Whatever the medium, our goal is simple: connect people to your brand in the most meaningful, StoryMaking
- 56. A BRAND ROOTED IN NOSTALGIA NEEDED AN AWAKENING.
- 57. GIVE MOMS A REAL REASON TO BAKE WITH COUNTRY CROCK. THE CHALLEN GE
- 58. THE MUNDANE BECOMES MAGICAL WHEN REAL LESSONS CAN BE TAUGHT IN THE KITCHEN. THE STORY WE UNCOVE RED
- 59. 61 Storyfinding Country Crock’s Story Platform Home is a magical word and a magical place filled with warmth, love and wholesome traditions. Country Crock will naturally have the authority to tell an infinite variety of engaging stories that embody the brand and the magic of home—biscuits on Sunday morning, sharing recipes, helping moms prepare meals and so much more—reminding us all how powerful the magic of home can be.
- 60. SO MUCH GOOD HAPPENS WHEN WE BAKE. THE STORY WE MADE
- 61. 63 HOW WE TOLD THIS STORY: Story found we needed to capture the attention of moms by giving them a real reason to bake more often through an emotionally compelling digital campaign. WHAT WE DELIVERED: •Brand story/ positioning •Campaign concept / idea •Documentary films •Campaign activation •Online advertising •CRM / email •Video content •Website •Digital OOH experience •Analytics
- 62. WE FOCUSED ON MOM TO TELL OUR STORY. WE WENT TO THE HEART OF AMERICA AND CREATED A DOCUMENTARY WITH A REAL FAMILY.
- 64. WE CREATED A CONTENT HUB THAT TOOK MOMS DEEPER INTO THE STORY.WE FILLED THE LANDING PAGE WITH FAMILY STORIES.AND FUN, INTERACTIVE RECIPES FOR MOMS AND KIDS.
- 65. NOT SURPRISINGLY, IT’S BECOME THE SITE’S BEST TRAFFIC SOURCE. WE REACHED OUT TO HER WITH VALUABLE EMAILS.
- 66. AND WE MADE RECIPES INTERACTIVE IN MOBILE.
- 67. WE CREATED A DIGITAL EXPERIENCE OUTSIDE THE KITCHEN THIS IS WHAT HAPPENS WHEN YOU MIX EQUAL PARTS:LOVE DOUGH AND A 3D PRINTER
- 69. RESULTS WHEN WE BAKE VIDE O8 MILLION VIEWS 66 MILLION IMPRESSIONS 2X OUR PAID GOAL 25.6 %HOUSEHOLD PENETRATION +1.8% VS. YAG 2X OUR PAID GOAL REC ORD SHARE LEVELS
- 70. 74 A collaborative process to unlock brand stories. Discovery Workshop How it all works. A distinct truth that connects people to your brand. The Story Platform A unique method that predicts the impact of your new story. StoryScore powered by System1 Research The creation of in-market communications. StoryMaking Find. Test. Make. YOU GET General brand claims transformed into actionable insight. A north star that connects and inspires all future communication. An early read on the customer response to your story in-market. Your story brought to life through memorable creative executions.