Month: April 2015

lamer-storytelling-example

Crème de la Mer – Through Their Eyes & #EyesLightUp

Luxury-cream brand La Mer recently introduced two promotional campaigns focused on the consumers to launch its newest eye gel treatment. The first, “Through Their Eyes” consists of short videos titled Illuminating Moments that show high-society stylish couples in New York, Seoul and Paris using La Mer’s newest product. The brand aims at connecting its image with the people who are considered to be trendsetters. For example, the first video of the couples-series features American socialite Olivia Palermo and her German husband Johannes Huebl. They apply the new La Mer eye gel and gaze endlessly in to each other’s eyes. Although an emotional appeal is aimed to be triggered, the videos lack a representation of reality. Consumers can watch the videos on the brand’s website, as well as on YouTube. La Mer, owned by Estée Lauder Cos., has been spotlighting its products (which are, let’s face it, not affordable to every consumer group) and how they can make a difference, therefore appealing to consumers. The second campaign for the new product manages just what the first one does …

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Chanel – Inside Chanel & The One That I Want

A strong narrative is by far the most essential element for a good content. The iconic high-fashion house Chanel is no stranger to good storytelling. Its creator, the legendary Gabrielle “Coco” Chanel has become the brand’s strongest symbol, along with the actual signature logo of two interconnected C’s. Coco’s legacy also plays a major role on the company’s interactive website. INSIDE CHANEL is a content-centric microsite created in 2013, which features 12 chapters of Chanel’s most distinguishing fashion pieces and faces, along with embedded videos. The microsite is a digital story by itself, a visual ride, submerging the user straight to the core of Chanel’s history and values. Every chapter tells a success story of a product or the life story of the brand’s ambassadors, such as Marilyn Monroe and the iconic Chanel No°5 perfume in chapter 2. Moreover, INSIDE CHANEL takes the brand’s history and presents it in an interactive chronological timeline, celebrating each milestone with grace, style and sophistication. Great narrative is also at the core of the company’s recent campaign “The One That I Want”. …

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Maybelline New York – Big Eyes

How can a company make mascara look interesting, inspiring and different? By creating an appealing story behind it and telling it in a unique way that will also reflect the best features of a product.  Labelled “Big Eyes”, the double-ended Maybelline mascara is equipped with two brushes, aimed at creating eyelashes that look fake, but are actually real. Although Maybelline called themselves pioneers of this beauty technology, the brand needed a compelling story behind it that would reflect the mascara’s unique features, and, therefore, intrigue and persuade its potential consumers. Maybelline’s strategy was based on creating content, and the more of it the better. First of, a two-sided mini thriller film “The Girl with The Big Eyes” was created, focusing on ‘him’ and her’ perspective and their spy hunt after each other. The male spy starts off his side of the story, but soon enough we see the female perspective and a hint of her ‘secret weapon’, which is, of course, the new breakthrough mascara. The film is styled resembling New York City in the …

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Dove – Real Beauty Sketches

The brand’s real-life stories celebrate beauty in which it truly believes.  Dove, owned by Unilever, has been embracing digital storytelling and showcasing real beauty for more than 10 years now, and is considered to be one of the most creative beauty brand on the market. Its best-known “Campaign for Real Beauty” was created after a market research demonstrated that only 2% of women think they are beautiful. Dove then started featuring real women instead of models for the brand’s advertisements. In 2013 the brand launched “Real Beauty Sketches” as part of the long-running campaign, which is also a social experiment that became an Internet sensation, going viral within hours (if not minutes) of its publication. Created by Ogilvy & Mather ad agency, the video documents a forensic sketch artist drawing portraits of women, without seeing them, just as they describe themselves. He later draws these women according to strangers’ descriptions. At the end, the results are striking: the first portrait described by women is never as attractive and flattering as the second one described by strangers. …

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Burt’s Bees – Six Seconds Classics

It is true that every good brand deserves to tell its great story. What story does a brand started by a quirky beekeeper tell? You got it, an even quirkier one. Burt’s Bees is an American personal care brand, specializing in personal care, beauty, health and personal hygiene and doing it all under the motto “Earth friendly, Natural Personal Care Company”. The brand originated in 1984 between Roxanne Quimby and Burt Shavitz, who were making candles in an abandoned schoolhouse they were renting for $150 a year. What got them into the personal care products industry were Burt’s 19th-century books about bee-keeping and home-made personal care. No wonder that the brand’s liking for books was a great choice to pivot on classic literature stories for their Six Seconds Classics Vine campaign. The ten stop animation films feature tubes of lip balm dressed in costumes and portraying classical fiction characters such as Moby Dick, Gulliver’s Travels and Little Women. Burt’s Bees’ “classic” products were used for the films, and accordingly fit the theme of classic books. For …

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La Roche-Posay – brand website

You might walk pass the beauty isle and overlook the French cosmetics company La Roche-Posay. What you can’t overlook is the brand’s high-quality content website, full of expert tips in helping you achieve a healthy and beautiful skin.   The brand, owned by L’Oreal, uses storytelling in a very subtle and communicative way. It takes a step further by aiming at not only raising awareness of its products, but also educating its (potential) customers about skin damage, proper cleansing and how to choose the products their skin needs. La Roche-Posay tells stories that deal with solutions to problems. Say, for example, you have hyper-sensitive skin and need dermatological advise sparing the trip to the doctor’s office. You go on a cosmetics company website, but all you get are bleak product descriptions, all aimed at forcing you make a purchase. As a customer in need of advice, you are most certainly unsatisfied. La Roche-Posay is less about the product and more about the people. The website is filled with expert tips, question-answer segments and how-to’s by experts-dermatologists, and …

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Old Spice – Nature Adventure

Old Spice is bringing a man to the woods – literally. The leading American brand of male grooming products Old Spice is no stranger to humorous, eccentric and sometimes uncanny digital storytelling. In 2010 the brand launched the fastest growing online viral video campaign, which in 24 hours of airtime gathered more than 6.7 million views. The 30 to 75 second videos star Isaiah Mustafa (the now well known face of Old Spice) who replies to 181 online comments and questions from various popular websites such as Facebook, Twitter, Reddit and others. This sparked a series of well-produced marketing stunts mainly centered on quirky and amusing advertisements. Now the brand takes another step further by letting Twitch viewers control an actual human man in the woods for three days. Twitch is a live streaming video platform and community for gamers, which became a sensation last year when it challenged thousands of people to play classic Pokémon games at the same time. The marketing aim here is to introduce the new Old Spice Fresher Collection, which …