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This session will analyze the kinds of ROI that brands can get out of producing or sponsoring films that support positive social change. Brands that have acted on such opportunities are already enjoying newly-earned customer trust, loyalty and ultimately profits by sharing key purpose-centric values using the medium of film. Interestingly, most of them are not using film to tell their own brand stories. They are rather using stories to promote ideas that ultimately inspire positive social and environmental change – or, in other words, stories in which brands are enablers or observers of change, not the center of attention. Investing in films in this manner can position companies as thought leaders, which has been shown to build trust, grow market share and boost overall cultural relevance.