Module 2: Amplifying Authentic Engagement Through Storytelling and Influence Marketing Unit 1: Drama Minifilms for Purpose-Driven Storytelling
driven storytelling through drama minifilms. These short films, typically running between 90 seconds and 10 minutes, represent a sophisticated evolution in brand communication strategy that prioritizes emotional resonance and shared values over traditional product promotion. The effectiveness of drama minifilms is rooted in four fundamental elements of consumer psychology and narrative engagement. Through narrative processing , viewers transition from analytical thinking to a state of narrative immersion, allowing for deeper, more meaningful brand connections. This process is enhanced by empathy development, where stories create genuine emotional connections through relatable characters facing universal challenges, rather than relying on direct brand claims. The transformational journey element enables audiences to become emotionally invested by following characters from
struggle to triumph, experiencing their transformation vicariously. Finally, eudaimonic growth , focusing on meaningful personal development and moral challenges, creates deeper engagement than purely entertainment-focused content. Our research here at NSU has identified ten key narrative themes that consistently drive engagement, divided between relational and self-actualizing values. Relational themes include noble acts of altruism, awakening depths of love, forging transformative bonds, strengthening lifelong family ties, building compassionate connections, and honoring intergenerational wisdom. Self-actualizing themes encompass the path to self-realization, indomitable quest to soar, breaking barriers with courageous resolve, and advancing universal wellbeing. These themes serve as foundational frameworks for crafting compelling brand narratives that resonate with modern audiences.
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