The document discusses influencer marketing and storytelling strategies, highlighting essential elements such as narrative, emotion, and character development. It outlines steps for creating story-centric influencer campaigns, including the identification of suitable influencers and the importance of thorough research. Additionally, it features a case study on The Douglas Hotel, illustrating the successful application of these strategies despite budget constraints.

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Influencer Marketing
+ Storytelling
Mitchell Fawcett, VP Partnerships & Social Strategy

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Storytelling
vs.
@AirBnB @SomeSortofKardashian

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○ Narrative
○ Emotion
○ Characters
○ Setting
○ Imagination
What makes a good story?
@HerschelSupply

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What is your story?

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Creating a story-centric influencer campaign
○ Main character
○ Series
○ Time + budget
○ Immersion
○ Supporting stories
○ Storyboarding
@Subaru_USA

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Long-Form Content
Mercedes Benz Magazine
○ Nail the narrative
○ Break it up
○ Build a content hub

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Visuals
Video:
○ Don’t rush it
○ Consider the script
Photography:
○ Be subtle
○ Be creative
○ Consider the caption
@SonicDriveIn

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Identifying the right influencer
○ A different approach to research
○ Natural storyteller
○ Your newest spokesperson
○ Thorough vetting
@AllyPintucci

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Case Study - the DOUGLAS Hotel
Challenges:
○ New on the scene
○ Needed content
○ Limited budget
Opportunities:
○ Experiential
○ Grand opening story

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Case Study - the DOUGLAS Hotel

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Case Study - the DOUGLAS Hotel
○ Over 30,000 landing page views
○ 231 applicants
○ Media coverage
○ Grand opening buzz
@AllyPintucci

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Case Study - the DOUGLAS Hotel

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Case Study - the DOUGLAS Hotel
Follow @theDOUGLAS_Van

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Thank you!