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Companies realized long ago that to sell products and create loyal customers, they needed to craft and communicate a great story around their product. Storytelling is now used to market almost any cause: commercial, creative, or charitable. Here C.C. Chapman, creator of groundbreaking marketing campaigns for shows like True Blood and the Discovery Channel's Shark Week, talks about how good, honest stories can elevate brands, businesses, and worthy causes. Learn how he turned his experience making and marketing independent films in a pre-YouTube era into an award-winning agency, The Advance Guard, and then refocused his skills to fight poverty in underprivileged nations like Ghana with the One Campaign.
(energetic rock music) C.C.:In today's world, every single person is a storyteller, every photo they post to Instagram is telling a story that they're crafting about themselves. Every Facebook status, is sharing a piece of themselves to tell their story. Podcast:Welcome to Managing the Grey. C.C.:The devices are getting smaller. They're getting more powerful. They're getting more portable. I tell students all the time, "Just because you have the technology doesn't mean "you can actually do something worthy with it." Why would people go to this website in the first place? Why would they go look at it? Brands are embracing content marketing because they realize that everything that they do create, every piece is telling a little bit of their story.
I can still do what I'm doing, I can still create, I can still help people tell their story, but you know what, I can also choose whose story I want to help tell and the people who really get emotionally attached to it are the ones who're gonna champion their cause.
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