final project - creating a social media campaign strategy pitch for a brand of your choosing

Week 5: Storytelling as a Tactic

Week 5 Learning Goals

By the end of today’s class you will:

- Be able to identify how brands create stories & leverage them to sell products

- Know how to create brand stories and turn them into social content

Think small. Our little car isn't so much of a novelty any more. A couple of dozen college kids don't try to squeeze inside it. The guy at the gas station doesn't ask where the gas goes. Nobody even stares at our shape. In fact, some people who drive our little flivver don't even think 32 miles to the gallon is going any great guns. Our using five pints oil instead of five quarts. Our never needing anti-freeze. Or racking up 40,000 miles on a set of tires. That's because once you get used to some of our economies, you don't even think about them any more. Except when you squeeze into a small parking spot. Or renew your small insurance. Or pay a small repair bill. Or trade in your old VW for a new one. Think it over.

VW: 1959 Ad Campaign

Square: 2020

Simple call to action

Why are stories such a powerful tactic?

The Race for Memory

Core Elements of a Story

Etsy on Instagram Stories

Keep Commerce Human. the global marketplace for unique and creative goods.

Brand Type: Tech platform, e-commerce.

Customers: Makers, Consumers

Airbnb on Instagram

Create a world where people can belong through healthy travel that is local, authentic, diverse, inclusive and sustainable

Brand Type: Tech platform, hospitality

Customers: People staying at Airbnb; Hosts

Coca-Cola: Masters of the Visuals Inspire creativity, passion, optimism and fun

Brand type: consumer product, beverage

Customers: Everyone

Liberty Mutual

Since 1912, we at Liberty Mutual Insurance have committed ourselves to providing broad, useful and competitively-priced insurance products and services to meet our customers' ever-changing needs.

Brand Type: Financial Services

Customers: People who need Insurance

MLB

Class Activity

● Come up with a story your brand could tell around Halloween

● Be sure to identify your purpose, target audience, and what success looks like