Join Stefan Mumaw for an in-depth discussion in this video Website development, part of Storytelling for Advertising Campaigns.
- The campaign website would be the central hub…for all campaign elements.…Everything comes back to the website.…The reason this is important is that it keeps us…from feeling forced to tell the entire story, every role,…on every element.…Because each leads back to the website,…we can tell as much or as a little of the story…as we feel incites the audience's behavior.…But we have to earn that behavior.…The content of the campaign must be compelling enough…that people want to engage in the story.…
Just because it's a story, doesn't mean anyone will care.…So the website must pay off the promise of the story beats…that the audience has encountered.…To do this, we created a responsive site…that features a different realtor and color scheme…randomly generated on on refresh.…The message remains the same.…The only change is the background room,…the realtor, and the color.…Each of the eight roles we produced,…along with the supporting copy,…can be found by swiping or clicking left or right.…
And because we know that our internal realtor audience…
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