All posts tagged: marketing

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Knorr – Love at First Taste

Found its way through getting into people’s emotion, Knorr’s latest campaign “Love at First Taste” is stating that there is a stronger chemistry and attraction between partners or potential partners who have similar food preferences. Knorr has asked more than 12,000 people across 12 markets about which flavor is their favorite. The core of this study was about people’s attitudes towards flavor and and how important it is in their lives. There was this belief that when flavors can say about personalities, this can be used as a tool to connect people. That’s why the brand has sat complete strangers based on their flavor preferences and video filmed the process. The video is a great example of powerful digital storytelling. One prominent fact about this video is that although there is no indication of the brand’s name on the video, it makes huge impact on people as it has to do only with emotions and this makes the concept much easier to feel and believe. What is your Flavor?   Regarding the Love at First Taste …

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Vine & Snapchat: Two video marketing platforms you shouldn’t miss!

By 2019 80% of the content we will consume online will be video content. Meanwhile, our usage of the internet is shifting (or has already shifted) from desktop to mobile. These two facts don’t just correlate coincidentally. Mobile phones have become better in processing a lot of data at a time. Their screens have become equal to most of the desktop screens. And data plans have become affordable for everybody. But most importantly, mobile phones are also cameras. While carrying a smartphone with you, you are instantly able to capture your dog, yourself or the beautiful scenery around you. But, as good as a mobile video may be, it is worth nothing if it can’t be seen. Consequently, platforms have arisen that make it possible to share videos with your friends and that attract big communities of viewers. Two of these platforms aggregated enough users to be really interesting for marketing. Of course, it is video marketing we are talking about – as these platforms are video platforms: Vine and Snapchat. Vine – Are six …

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Five Minutes

Thought zombie apocalypse movies are scary? Try playing an online zombie game, where the protagonists’ lives depend on your mouse skills. We are talking about the much-praised Five Minutes, a branded interactive film slash zombie game created by two German students Maximilian Niemann and Felix Faißt. The idea started as a film school project – the duo decided to create an ad that would be both a brand experience and at the same time not be overloaded with sales messages. Their final idea was so brilliant that it instantly caught the attention and support of G-Shock (brand of Casio) and production company Unit9. The short-movie/game directly submerges you into the story of John, who fights against zombies. The only problem is that he has lost his memory. You as a user help John to keep his concentration throughout the interactive experience by completing short tasks with either a desktop mouse or on a tablet. Users can choose to play between three levels – tourist, moderate, hell – and thus help John retain his memory to survive. Once you …

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4 Cases of How Travel Brands Utilize Storytelling

Travelling and stories go hand in hand. It would probably be unimaginable to travel somewhere far away and not bring back exciting stories to share with your friends and family. Well, summer is finally here, so we decided to take a look at how and where travel brands utilize the power of storytelling. Today we present you with four excellent cases that display how successful travel brands employ digital tools, original content, friendly staff and much more to motivate, inspire and engage with their customers. Expedia  Expedia is mostly known for being a go-to companion for helping you book cheaper vacation deals. Travel is its number one story. Expedia started to embrace innovative storytelling techniques for its campaigns before the storytelling boom was even here. In 2012 the brand launched a ‘Find Yours’ campaign, emphasizing personal travel experiences by integrating user-generated stories along with photos and videos. For example, one of the best films centres on a father’s emotional journey regarding his daughter’s same-sex wedding. With the help of social media, the brand also set out to produce …

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Eater – One Night at Kachka

Ever wondered what a day in a life of a restaurant looks like? Or how many vodka shots it serves per night? A team at Eater (your go-to source for delicious food news and dining guides) created a very creative and interactive piece on a Russian food restaurant in Portland. “One Night at Kachka” offers more than just a glimpse of what goes on in a restaurant throughout one day. The narration goes deeper and combines customer interviews, staff impressions and anecdotes with great storytelling, photography, videos, playlists and gifs. The piece starts off chronologically, depicting the start of a working day at Kachka. As the piece develops further, and more people come in for appetising eastern specialties, the left-hand side shows calculates how many guests are dining, the number of pelmeni (delicious Russian dumplings) consumed, vodka shots ordered and even the bucks earned. This simple, yet innovative way to present a restaurant and its authentic kitchen is not only excellent for a brand’s identity, it is very handy for all the foodies (making us want to …

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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 …