Module 2: Amplifying Authentic Engagement Through Storytelling and Influence Marketing Unit 1: Drama Minifilms for Purpose-Driven Storytelling
• Admiration : Motivates achievement by showcasing exceptional skill or accomplishment. • Kama Muta : Evokes a sense of unity, resonating strongly with narratives of connection. 4 Though less frequent, authentic pride—a self- enhancement emotion—plays a role in achievement-focused narratives, celebrating individual or collective accomplishments. However, audiences tend to respond more strongly to emotions emphasizing shared experiences, with moral elevation and kama muta achieving the highest engagement in narrative-driven brand campaigns. By aligning eudaimonic emotions with the themes of the Wisdom Compass and creating opportunities for viewers to connect their own values with the brand, marketers can craft narratives that inspire reflection, promote action, and strengthen emotional resonance and brand authenticity. See Appendix E on how these emotions contribute to the ten narrative themes.
As shown in these four videos, initial viewer attraction requires early incidents to (1) create suspense, tension, and conflict to connect with viewers’ own struggles and (2) advance the story to a dramatic climax. Moreover, continuous obstacles are needed for rising action to:
• Raise distress/suspense intensity • Arouse more empathy • Encourage story completion
Finally, can the attention be sustained by a narrative structure that progresses from the early incident of tension through a plot climax, resolution, and life lesson message? Consider below how this dramatic story arc works in a story of NSU’s founders.
Story Arc Example for NSU Heartbreak to Triumph
STORY ARC
WestJet Thai Life
True 5G
Is there a heartfelt incident of tension at the onset that will attract attention and set the stage for an intriguing plot? Unless this incident is highly intense, the story is unlikely to go viral (i.e., don’t play it safe with a mild incident to avoid an upsetting situation).
Mercedes-Benz Samsung
BMW
4 Kama muta is a social-relational emotion characterized by feeling moved or touched, with physical responses like tears and chest warmth. It occurs when communal bonds suddenly intensify, strengthening social connections (Fiske et al. 2017).
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