Every consumer brand adds value in specific situations within a person’s
everyday moments. For example having cereals for breakfast, tennis shoes for
running, olive oil for cooking, detergent for doing laundry. It’s in these
specific moments that a brand should be remembered by consumers. That’s the
challenge that every marketing executive has for its brand.
But as a marketing executive, how can you introduce your
brand to these personal moments without being too hard selling, and getting
your brand to be picked as favorite and to be positively associated with every
single and specific moment?
In three words: Storytelling with Emotion!
You have to tell a story to your audience. You have to
engage with your audience within the story. You have to create a positive
emotion. You have to engage within a positive environment. And you have to be
relevant and add value for each of these moments!
Let me give an example on how a global brand engaged with
the market.
This specific brand is a deodorant and antiperspirant leader
brand whose signature is “Do More”.
This brand wants people to think about it in the active
moments of each one’s life. So this brand launched a challenge: “Start
Running”.
This challenge was not only to invite people who wanted to
be runners as well as people who are actually runners.
And how does this challenge work for each person? First of
all, this brand launched an inspirational story about running, with different stages
and objectives for each running stage. With emotion. Positive emotion.
People who read the story and accepted the challenge could
invite friends to share their objectives and their running evolution on a
private social media forum or in a public social media forum (privacy settings
were up to each person).
These people have been
positively influenced by the brand. Each one invited friends, so the brand
had personal endorsement from closest friends. And each one, with help
from the brand, has positively influenced other friends to start running and to
join him or her on its challenge!
So the brand told a story, engaging consumers in it.
Each person created their own real life story on running and shared their moments with their closest. The brand was helping them with their challenge on
running and was in the mind of everyone who joined. Meanwhile these positive behaviors
continued to spread to each one’s friend of friend of friend.
Want to see more? Check www.resistcookies.com and be also a
runner! Or drop me an email to know more about how to tell a positive and
engaging story from your brand to your consumers!
To be continued
