‘The Power Inside’ is the third social film in a series created by Pereria & O’Dell for Toshiba and Intel. The series, which launched in 2011 with the film ‘Inside’, has been proclaimed as ‘groundbreaking’ by Fast Company and won multiple awards.
This third installment launched August 15, 2013 with a six episode web series featuring a strong ensemble cast including Harvey Keitel. The campaign was aimed at tech-savvy Millennials and was hoping to promote Toshiba laptops that housed the Intel Core 15 Processor. Campaign assets included six ten minute webisodes featured on a sleek website, an active Facebook page, a Twitter feed and a YouTube channel. (more…)
What is engagement? Despite the fact that I work with clients everyday to track ENGAGEMENT metrics, I haven’t taken the time to reflect on a working definition. There appears to be two distinct camps approaching this question; 1) psychologists and 2) marketing professionals and academics. As a disclaimer, I have worked for almost a decade as a digital marketing strategist and therefore the latter approach to defining engagement is more familiar to me.
These dual approaches are outlined by Gambetti, R. and Graffigna, G. in their work entitled ‘The Concept of Engagement’. Psychologists have defined engagement as a ‘sort of ongoing emotional, cognitive and behavioral activation state in individuals’, whereas advertising professionals ‘see it as the turning on of a prospect to a brand idea enhanced by the surrounding context’ (Gambetti, R. and Graffigna, G., 2010, p. 4). Their work goes further to uncover contradictory definitions for the term ‘engagement’ and confusion around its actual meaning (Gambetti, R. and Graffigna, G., 2010).
A strong voice on the business side, Brian Solis, had this to say on the subject of defining engagement (Solis, B. 2011):
Engagement is defined as the interaction between a consumer or stakeholder and an organization. It is measured – here’s the important part – as the take-away value, sentiment and actions that follow the exchange. Without definition, where will they go, what will they feel, what will they do or say? (more…)
We have all seen the power of storytelling in action. Stories most likely have even contributed to our decision to make a purchase, wear a particular item of clothing and drink a certain beverage. Narrative has become a weapon in the ongoing battle of the brands. The companies that are coming out on top have captured our imagination and won over our hearts NOT our head.
So what IS a story and why are they so powerful? Simply put a story can be broken down in to four elements (Fog, K., Budtz, C. & Yakaboylu, B. 2010):
Message – WHY are you telling the story?
Conflict – No conflict, no story
Characters – Protagonist and antagonist
Plot – The progression of the narrative
These items may make up the structure of a story but in order to win over consumers, brands need to engage a much more complex strategy. They need to ensure that their target audience can RELATE to the hero or antagonist and the problem or conflict (Fog, K et al. 2010). The brands outlined below and the campaigns they developed attempted to do just that. Let’s take a look at how some of the most memorable advertising campaigns of the last century used the power of story to move product.
1) Nike Consumer = Michael Jordan
Nike has done an outstanding job of creating stories that star YOU – the consumer. In their latest ‘Just do it’ spots seen here: http://www.nike.com/us/en_us/c/just-do-it, Nike has juxtaposed regular people with sports superstars. The heroes of the Nike story are competitors everywhere trying to be better. The conflict is man overcoming his own limitations and self-doubt and transforming into someone better, someone who can change the world. Nike products HELP the hero make this journey from average to superstar. (more…)