storytelling success stories final 5.14.14
DESCRIPTION
Connecting Through Storytelling Consumers today want companies to provide more information on how their products are relevant to them and align with their beliefs and values. Because of this, many brands are shifting to storytelling through multiple platforms to inspire consumers rather than push messages at them. For stories to be relevant and engaging, outdoor brands need to identify motivational drivers (health, fitness, adventure, relaxation, protecting the environment, etc.) among outdoor consumers, emotions and experiences that are evoked by their products, and/or a clear and inspiring purpose for their brand that goes beyond products and services and makes a real difference in people’s lives. View the slideshow of examples of innovative outdoor and cross-industry storytelling campaigns that use different platforms to bring their unique propositions to life.TRANSCRIPT
Connecting Through Storytelling:Industry & Cross-Industry Examples
2
Integrating Brand Into Lifestyle
Hudson Trail Outfitters
Story: Helping consumers live happy, healthy lifestyles.
Tactic: Instead of promoting gear, Hudson Trail Outfitters partnered with several manufacturers, retailers, health experts and yoga studios to launch a “Fit for Life” health program aimed at educating people how to live happy and healthier lives through outdoor activities.
3
Letting Customers Tell the Story
Icebreaker
Story: Aligning their brand with personal product experiences to make an emotional connection.
Tactic: Icebreaker believes their fans are the best storytellers of their products. They hosted a “First Time” contest that invited fans to submit photos and a “First Time” caption of a memorable or life‐changing experience wearing a IceBreaker Merino for a chance to win a trip to New Zealand.
Over 1,000 entries were received.
4
Customizing the Brand Story
Timberland
Story: Inspiring consumers to discover the outdoors based on how they want to do so.
Tactic: Timberland uses storytelling via in‐store lifestyle imagery of consumers enjoying the outdoors, and interactive screens to inspire consumers to discover the great outdoors using their apparel and gear. The interactive screens are programmed to generate stories around products and experiences specific to what the customer selects.
Click on image to watch case study
5
Connecting Through Experiences vs. Products
Outdoor Research
Story: Providing innovation and inspiration for the relentless adventurer.
Tactic: Outdoor Research captured their brand experience through video to convey its story to ski enthusiasts. The company recruited ski ambassadors Zach Giffin and Molly Baker and snow board ambassador Neil Provo to travel across the country in a 112‐square‐foot home on wheels and document their backcountry skiing adventures.
The videos have been very well received, generating over 200,000 views across multiple platforms.
Click on image to watch their first video.
6
Aligning Brand Values With Customer Values
Patagonia
Story: Acting and living responsibly to protect the environment.
Tactic: The company is famous for its stories around responsible consumption. An integrated campaign (Print + digital) suggeststhat customers NOT buy its products, which reflects the company’s philosophy of “Reduce, Repair, Reuse and Recycle”. In addition, they pledge 1% of sales to environmental groups.
7
Engaging Through Emotional Connection
Under Armour
Story: Empowering and making athletes better.
Tactic: Under Armour tapped into pop music to demonstrate the brand’s shared values and to elicit emotion and inspiration among young consumers. They partnered with Pharrell and Ray Lewis to create a mix tape of songs promoting greatness. In addition, a contest invited fans to submit their own remix of Pharrell’s new song, “Practice,” with the winning submission appearing in an Under Armour commercial during Monday Night Football.
Click on image to watch campaign video
8
Educating To Make Things Easier
Lowe’s
Story: Inspiring, educating and empowering consumers to realize their home improvement goals.
Tactic: Lowe’s launched a campaign on Vine titled “Fix in Six.” Using an iPhone, the retailer shot a dozen six‐second videos teaching consumers how to do quick home improvements like getting rust off knives.
Roughly a week from launch, the campaign already generated 28,000 mentions across social media.
Click on image to watch case study
9
Tapping Relevant Consumer Behaviors
COCA‐COLA
Story: Infusing the brand seamlessly into their consumers lifestyle.
Tactic: Coca‐Cola launched the Happy Places mobile photo app and a photo‐sharing social network that encourages people to share their happy moments.
10
Helping To Deliver Solutions
L’OREAL Paris
Story: Helping women unlock their beauty potential.
Tactic: L’OREAL Paris launched an interactive vending machine with a full length mirror. After customers stepped in front of the mirror, the vending machine featured makeup combinations next to their image and offered products ‐‐ which could be purchased on the spot.
Click on image to watch news story