Join Stefan Mumaw for an in-depth discussion in this video Kansas City Regional Association of Realtors campaign introduction, part of Storytelling for Advertising Campaigns.
- So far we've discussed story principles and philosophy.…Now it's time to look at story in application.…There are so many ways in which story can be applied…within a marketing and advertising role.…It'd be impossible to cover them all.…Many of us have seen story play out…in long form linear narratives as video,…mostly designed to be social content.…But in the context of a campaign,…story doesn't have to be that specific.…Stories can play out across an entire integrated campaign…with each element either building on the story…or deepening the story beats.…
The story doesn't have to be told in its entirety…within every element of the campaign.…The other significant issue…that comes into play is budget.…Most of you don't have giant budgets…to apply to the development of a story,…and that's okay.…As long as we're keeping in mind…the principles we discussed in this course,…story doesn't have to be expensive.…With these in mind,…I'm going to show you how story plays out…across a simple integrated campaign,…one with a modest budget,…
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