Join Stefan Mumaw for an in-depth discussion in this video Digital social content development, part of Storytelling for Advertising Campaigns.
- A primary element of the campaign…would be the digital banner components.…The medium allows us to play halfway between static images…and full linear narrative.…We build digital banners as both static image…and animated GIFs…scrolling through a set number of rolls…depending on the file size restrictions.…Produced in all three colors,…the banners could be randomly generated on page refresh…to tell another piece of the story.…Social content in the form of static images…were also created,…as were customizable social media header graphics…and sharable hashtags.…
As periphery pieces to the campaign,…this is where the hooks in the story often begin.…We don't have to tell the whole story here,…but we have to generate enough curiosity…that people will act upon what they experience.…Curiosity is a powerful driver of action,…much more powerful, in fact, than knowledge.…Digital executions are great opportunities…to create curiosity and drive action.…
In this course, Stefan Mumaw lays out the structure of story and uses the development of a real-world campaign to show how each story component builds an emotional bridge between brand and consumer. He breaks down how that story translates to the various advertising components that creatives often use in a real-world campaign, like TV spots, print ads, websites, and social content.
- Building story through narrative
- Triggering emotional responses
- Story in brainstorming
- Using story in TV, print, web, and social media campaigns