All posts tagged: marketing

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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 …

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Harrods Magazine – Customer Magazine

The first thing that catches attention when you download the Harrods digital magazine is the high-class design and polished aesthetics. The app, available for both iOS and Android users, showcases the latest trends in luxury, beauty and lifestyle, all extended with attractive interactive content, such as video interviews, fashion-shoot footages and tons of tutorials. The magazine issues often feature interactive and beautiful games, such as the “Stiletto Wars” in the September issue. Harrods not only succeeds at great digital publishing and storytelling, it also wins big with delicate product placement and excellent customer service.

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Storytelling and Cosmetic Brands: 5+ Best Practises

Storytelling and marketing have always been intertwined. The magic here is rather simple: a brand tells a story people can relate to, with the goal to connect and persuade its prospective consumers to switch to their product. However, marketing’s dependency on storytelling techniques has never been more strong and creative than it is now. Brands tell stories that create a certain style of life, a feeling of comfort, liberation and empathy, or even a desire to be a better human being. The online marketing landscape is swamping with digital storytelling. We wrote about the automotive industry embracing storytelling and user-engagement techniques. Today we would like to shift our attention to beauty and personal care brands that, with the help of technology, have been successfully utilizing the power of storytelling. A personal care product is not a high commodity, but because of its high market saturation marketers need to tell consumers more than they can actually see. Beauty brands have been telling stories as early as from the 1920s, such as Nivea, which was associated with young, …

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Mercedes-Benz – C-Class Augmented Reality App

The German manufacturer’s app uses augmented reality to praise the very best of Mercedes-Benz’s functionality and design.  The C-Class Augmented Reality app is enabled by pointing the device’s camera to a printed-out target image, where a 3D model of the car comes to life directly on the device screen. The car can then be rotated and re-scaled, offering not only an exterior look and its technical advancements, but also a peak into the sleek interior. Users are able to play around with the model’s colors and therefore experience its elegant looks and functionality without actually going to the dealership. All in all, the app provides an exciting, innovative and life-like digital automobile story available on a personal device.  

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Coca Cola – Spin the Coke App

Who hasn’t played the classic “Spin the Bottle” with a group of giggly teenage friends on a school field trip? Coca-Cola decided, however, that technology can take this game to a whole new level. The “Spin The Coke” app is a fun way to break the ice at a party, topped with interactive backgrounds and themes, and your choice of the classic Coke bottle or the modern aluminum bottle. Coke values bringing people together and this app dives right in. By focusing on the everyday lives and emphasizing playfulness and youth culture, Coke establishes itself somewhat as a love brand and thus achieves strong customer loyalty.  Coke is also a master of brand storytelling, and this app proves it once and again. It’s simple, free and a little bit cheesy – but only in a good way. Some say it works even better than a real bottle, we will let you be the judge of that.

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Lincoln – Love Is The Answer & Hello Again

Lincoln motor company, that positions itself among the more luxurious automobiles, presents two recent storytelling campaigns drawing inspiration from music, art, design and film. Lincoln joined forces with recording artist Aloe Blacc to create an interactive music video titled “Love is the Answer”, offering viewers the chance to switch between five storylines. The videos follow one main storyline from four different character perspectives and one from the director’s cut. While all these start off from different points, they all meet in the same space at the end of the video, ending with the protagonist Aloe getting in to his luxurious Lincoln MKZ. The unique interactive experience provided by this video allows consumers to experience their own musical journey, thus leaving it up to personal choice to view the character one sympathizes with the most. The “Hello Again” platform was created by Lincoln to re-position the brand from its associated characteristics of ‘town cars’ and ‘old people’. The company chose award-winning singer and songwriter Beck and music video director Chris Milk to create an interactive online …

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Land Rover – The Vanishing Game

The interactive online novel “The Vanishing Game” portrays the core value – adventurism – of the Land Rover brand. Automaker Land Rover takes digital storytelling to a whole new level pairing fiction with real life automotive adventure. The Vanishing Game was launched as an interactive version of British author William Boyd’s novel about captivating yet enigmatic driving experience in United Kingdom. As the protagonist drives around in his Land Rover Defender across the country, readers are carried through a very life-like Tumblr page filled with multi-sensory experience: interactive text, videos, backgrounds, sounds and narration. Divided into chapters, these contain embedded links and clickable action words, that either further explain the story in more detail or present videos of Land Rovers connected to the plot. Click on the word “river” and a rumbling Land Rover will present itself wandering through picturesque waterways. When it seems like the interactive content could not be more surprising, some parts of it showcase actual Land Rover owners’ journeys, which were shared as part of the #WellStoried hashtag campaign a few …

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Škoda – Interactive Catalogue

Škoda’s Interactive Catalogue app offers 3D models of various Škoda cars, enabling the function of personalizing every model according to users’ wishes. The Czech automaker completely destroys the usually boring catalog standard by creating a fully functional and innovative app users will likely appreciate. Both the interior and exterior are presented in a 360-degree view, allowing for the most detailed presentation and experience. Using the “Interactive Catalogue” users can build their customized cars by changing body colors, wheels and specific interior details. The range of innovative features also includes technical assistant function, featuring informative videos and integrated links, as well as a dealer test drive reservation option to go from the interactive experience to the actual streets. When users create their ‘dream cars’, they can share their visions with family and friends, allowing for a great execution of user-generated content.

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Rolling Stone – The App

Forget the times when journalists only wrote about music. Digital technology now lets them enhance the readers’ experience by sharing music directly in an app. Created by the Axel Springer Mediahouse Berlin, the Rolling Stone app for the iPad is digital publishing at its loudest. Each digital magazine issue offers a playlist, available both online and offline for users, also supplemented with additional video footage to immerse readers in a real musical journey. Moreover, Rolling Stone stories focus on literature, film, internet and politics, which in sum celebrates storytelling every step of the way.