Join Stefan Mumaw for an in-depth discussion in this video Identifying the story core, part of Storytelling for Advertising Campaigns.
- Through the perceptual research…we conducted with the realtors,…we identified three consistent threads or patterns…in why these audiences behaved in the way that they did.…Control, at a very stressful time,…it feels like the world is spinning faster.…Consequence, go at it alone versus hire a realtor,…more than just a financial decision.…And value, providing both intrinsic, peace of mind,…and extrinsic, property value.…
This led us to a simple insight about human behavior.…The unknown is man's greatest fear.…When we don't know which direction to go,…we'll often choose to stand still, to do nothing.…That's where advocacy comes in.…Having someone by your side…that's been down those paths before makes the unknown known…and that makes everything better.…This insight became our campaign strategy and in turn,…the core creative for our story,…making things better inside and out.…
One of the many misperceptions about the value of a realtor…is that their role is primarily transactional,…but the value of a realtor is more holistic…
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