Module 2: Amplifying Authentic Engagement Through Storytelling and Influence Marketing Unit 1: Drama Minifilms for Purpose-Driven Storytelling
obstacles as demonstrated in Amazon's "The show must go on" campaign. • Living up to expectations - Many individuals
feel the pressure of living up to societal, familial, or personal expectations. This
pressure creates a constant sense of anxiety and fear of failure, making it difficult to find contentment in their achievements. Furthermore, these struggles can be adequately portrayed in a hero’s journey from an obstacle/hardship to overcome to an uplifting outcome . For example, a conceivable storyline would take us from distress to:
Dove's "Beauty Sketches" campaign had ended by suggesting their products could fix women's self-esteem issues. Such messaging would come across as insensitive and damage the brand's credibility. Across the videos examined by our research, often comments epitomize struggles with: • Feeling overwhelmed and unnoticed - Many individuals express challenges with maintaining a work-life balance. They feel overburdened by their professional responsibilities and unnoticed in their efforts, often leading to frustration and exhaustion. • Regaining youthful vitality - There is a noticeable concern among individuals about losing their youthful energy and vitality. They
Seeing yourself from the inside
•
• Focusing on the important, not the urgent • Recognizing help around you • Seeing setbacks in a different light • Using failure to transform yourself or others THEMATIC TIE-IN TO VALUES
After identifying target personas and understanding their motivations and
struggle with aging and seek ways to recapture the vigor they once had.
challenges, we can create narrative themes that reflect values they resonate with. For example, those aiming to stay fit may value achievement through self-direction (e.g., managing weight) or ambition (e.g., excelling as athletes). To identify these values, start with these questions: 1. Is there a clear connection between these values and the personas' struggles and motivations? 2. What values are universally embraced? 3. Do these values have the capacity to evoke empathy? The idea of universal appeal isn’t always straightforward. Brands often focus their
• Low self-esteem – Many video comments reflect issues with self-esteem. People often compare themselves to others, leading to feelings of inadequacy and low self-worth. • Coping with unexpected setbacks - Individuals struggle with the disappointment and frustration of their plans being disrupted by unforeseen circumstances or unexpected
| 50
Made with FlippingBook interactive PDF creator