From the course: Storytelling for Advertising Campaigns
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Digital social content development
From the course: Storytelling for Advertising Campaigns
Digital social content development
- 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.
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