Module 2: Amplifying Authentic Engagement Through Storytelling and Influence Marketing Unit 1: Drama Minifilms for Purpose-Driven Storytelling
these criteria. 2 Click on circles for example videos. Emotional states (Relational Values) . A first choice to make in deciding which value(s) best suits your personas is to decide whether the emotional state associated with the value is relational or self-actualizing (e.g., motivational) in nature. Contrast the cases of Adidas’s “Break Free” (shown earlier) with Dove’s “Beauty Sketches.” The latter is relational in that the women partaking in the social experiment were not encouraged to change their looks (self-actualizing action), but to recognize they are not alone (relational support). On the other hand, the elderly man in Adidas was encouraged to push on (self-actualizing). A narrative aimed at Dove’s target audience should embody the narrative theme of forging transformative bonds , a subcategory of Schwartz’s benevolence value. In contrast, a narrative for Adidas’s target audience should incorporate the thematic concept of indomitable quest to soar , a subcategory of self-direction . As you delve deeper, you'll find that choosing between relational and self-actualizing themes hinges on balancing negative and positive emotions. Relational themes often feature emotional transformations where passive distress (such as guilt, sadness, or
embarrassment) turns into love or joy. Conversely, self-actualizing themes typically involve active distress (such as anger, fear, or anxiety) evolving into hope or pride. Additionally, consider the self-orientation of your target personas. Beyond assessing the emotional states relevant to their struggles, determine whether they are primarily driven
by self-enhancement or self- transcendence (altruistic goals).
For instance, themes centered on self- enhancement are effective for brands like Adidas and Dove. In contrast, this “WestJet’s Christmas Miracle” campaign exemplifies a focus on self-transcendence in the form of benevolence. Last, some themes show a capacity to draw more engagement in the form of views, likes, and comments. Notice from Appendix C, how four themes especially perform well above average on comment rates and likeability:
Indominable quests to soar
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Building compassionate connections
2 A content analysis of 229 mini-films (average duration: 3.6 minutes; median views: 6 million) from 119 brands across 18 countries identified seven core values from Schwartz's (1992) framework: four relational values (benevolence, security, conformity, tradition) and three self-actualizing values (self-direction, achievement, universalism). The study employed constructivist grounded theory to develop ten eudaimonic narrative themes (ENTs) based on these values and examined their impact on social media engagement outcomes.
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