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The Art of Storytelling

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Whirlpool presents the volume 2 of the Digital School. Lesson 4 is dedicated to storytelling and how to create interesting content for your audience, in order to stay relevant in a crowded landscape.

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The Art of Storytelling

  1. 1. LESSON 4 the art of storytelling
  2. 2. introduction How to capture the attention of a public that is impervious to traditional advertising? How to create interesting content for the public? THE ORIGINS OF STORYTELLING FROM HUMAN TO BRAND STORYTELLING THE POWER OF A STORY STORYTELLING CASES 2 1 2 3 4
  3. 3. A definition Storytelling is the interactive art of using words and actions to reveal the elements and images of a story while encouraging the listener’s imagination*. is interactive uses words uses actions presents a 3 story encourage active imagination of the listeners *National Storytelling Network
  4. 4. A story that began long ago... - the origins of storytelling - 4
  5. 5. Man as a social animal “Man is by nature a social animal; an individual who is unsocial naturally and not accidentally is either beneath our notice or more than human. Society is something that precedes the individual. Anyone who either cannot lead the common life or is so self-sufficient as not to need to, and therefore does not partake of society, is either a beast or a god. ” 5 Aristotle, Politics
  6. 6. The original structure 6 ACT 3 CLIMAX Turning point ACT 4 REVERSAL Falling action ACT 2 COMPLICATION Rising action ACT 5 DENOUEMENT Moment of release ACT 1 EXPOSITION Inciting moment The novelist and playwright Gustav Freytag has described the structure of a classic plot. For years the Freytag’s pyramid has been the reference point for every writer.
  7. 7. The evolution of storytelling 7 "Yes We Can!" Photograph: FREDERIC J. BROWN/AFP/Getty Images Stories became the emotional context able to bring people in a larger experience.
  8. 8. We are all storytellers, brands included - from human to brand storytelling - 8
  9. 9. We are all storytellers 9 click to play https://www.youtube.com/watch?v=mpOjnXcy8NE
  10. 10. Brand and human stories The researcher Elizabeth Hisrchman demonstrated that the “brand stories and human stories are both the products of a human tendency to see causality in the world, to experience time (whether cyclical or linear) as an opportunity for change and challenge, and to project human-like traits onto external objects and those of external objects onto ourselves.” Hirschman, E. (1986). Humanistic inquiry in marketing research: Philosophy, method, and criteria. Journal of Marketing Research, 23, 237–250. 10
  11. 11. Brands as storytellers As the media landscape continues to evolve, audiences are gaining more and more control over the information they view and share. To remain relevant, brands understand that telling compelling stories to reach them is fundamental. Today brands are “the emotional connection between a customer and a product”. A real a cultural a mindset shift for companies, possible thanks to four pillars: 11 brand authenticity meaningful message content and media skills conversational attitude
  12. 12. 10 functions of storytelling 1. Explain origins 2. Define individual and group identity 3. Communicate tradition and delineate taboo 4. Simplify and provide perspective, reduce complex problems to a series of easily principles 5. Illustrate the natural order of things 6. Concisely communicate complex history 7. communicate moral and ethical positions and the transference and preservation of values 8. illustrate relationships to, and with, authority 9. describe appropriate responses to life or model behaviours 10. define reward and detail the paths to salvation and damnation What's Your Story?: Storytelling to Move Markets, Audiences, People, and Brands By Ryan Mathews, Watts Wacker 12
  13. 13. Tell before you sell - the power of a story - 13
  14. 14. The first principle of storytelling behaviour Human memory is story-based Schank, 1999 14
  15. 15. Why stories are so powerful? Humans are social creatures and are emotionally influenced by the stories of other people. By lining up key elements of intelligence, cooperation, pattern-seeking, alliance-making, and the understanding that other beings have beliefs and knowledge of their own, stories make us stronger and more effective as a species. 15 Source: Brian Boyd, On the Origin of Stories: Evolution, Cognition, and Fiction
  16. 16. Consumers love stories The state of online advertising Research.Adobe and Edelman Berland http://www.adobe.com/aboutadobe/pressroom/pdfs/Adobe_State_of_Online_Advertising_Study.pdf 16 Tell before you sell
  17. 17. Some stories people loved - storytelling cases - 17
  18. 18. Dove’s Real Beauty Sketches 18 In May 2013, Unilever published a research asserting "over half (54%) of women globally agree that when it comes to how they look, they are their own worst beauty critic, which equates to a staggering 672 million women around the world”. The campaign teaches an important lesson about how we perceive ourselves compared to how others see us. The video has been viewed in more than 110 countries and became the most watched video ad of all time, with over 114million views. Source http://online.wsj.com/article/PR-CO-20130520-905751.html https://www.youtube.com/watch?v=XpaOjMXyJGk
  19. 19. The beauty inside Everyday Alex wakes up, he wakes up in a completely different body. He's the same person on the inside, but on the outside he's always someone new. And it's been happening for as long as he can remember. He shares his story through filmed episodes and real-time conversations with the audience. Audience members play Alex throughout the experience, both in filmed episodes and on his Facebook timeline, via photos and videos, adding to his narrative every step of the way. The Beauty Inside is a 2012 social film developed by Intel and Toshiba: six episodes, connected by interactive storytelling that takes place on the main character’s Facebook page, and that gives everyone the chance to play a role in the plot. 19 http://www.thebeautyinsidefilm.com/ http://vimeo.com/album/2229079
  20. 20. stories can change the world for better... 20
  21. 21. Bat Kid by Make a Wish In November 2013, Miles Scott, a five-year-old leukemia patient, realized his dream to become Batman for a day. Thanks to the Make a Wish Foundation, thousands volunteers - and also businesses, the San Francisco Giants and even the city’s mayor and police department - responded to an avalanche of social media blasts, lining the streets wherever Miles and a full-sized Batman swooped into action. http://www.theguardian.com/world/2013/nov/15/batkid-san-francisco-charity-make-wish 21
  22. 22. 22 THANK YOU Have you heard of the "digital natives"? Discover who they are in our next lesson and why are they important! For questions or suggestions please write to: whirlpool_emea@whirlpool.com