SMWLDN 2015 | Creating Emotional Connections Through Content

Creating Emotional Connections Through ContentWednesday 16th September 2015

www.aspectfilmandvideo.co.uk | @Aspect_FandV

what type of content?

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storya series of events that are very carefully

organised to create an emotional response

dramatise your message

humanises your brand

pique and hold interest

inspires action

“79% of UK adults think its a good idea for brands to tell stories”

source: Headstream survey

increase persuasion and

purchasing intent

drive social share

6 fundamentalstory ingredients


1 - quest • There must be a central “want” or goal

• Normally driven by a protagonist - must be proactive...

• Often initialled by a catalyst - preceded by a status quo

• Why?

• we can relate to someone who want something

• creates curiosity - creates a question...

Questions to ask yourself:

• does your central character want something?

• does your story have a clear and compelling goal?

• Are they being proactive, or are things just happening to them?






2 - antagonism • story is conflict

• often embodied by antagonist (the bad guy), but not just this...

• tricky thing for marketeers...obstacles / trouble / challenges


• what is standing in the way of the quest?

• are things happening too easily?






3 - what’s at stake? • why care about their want?


• what happens if they can’t get what they want?

• why is the goal significant?






4 - story climax• Quest needs to come to head

• A lot of social content flatlines - plays the same note...


• does your story escalate?

• have you answered the question established by the quest?

• are you end on high?






5 - emotional resolution• As well as a narrative pay off - there should be an

emotional resolution

• Emotion, feeling or value that the story delivers

• This is what the story is really about

• This is where a brand value can be expressed


• whats the emotional payoff?

• what is your story it really about?

• what value is being expressed?

• does this line up with your brand?






6 - role of product/brand?• where are you in all this?

• entertainment = a default permission...

• brands need to carefully establish a credible role in the story

• might have...

• Physical presence - tempting for brand / product to be the hero... you need to be the helper

• or it could be a brand value that is being expressed through the emotional resolution


• do you have permission to tell this story?

• is it authentic to your product or brand?

• are your crow-baring yourself into the narrative?





PART 2

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turkish airlines1. Quest:

2. Obstacles:

3. Stakes:

4. Story Climax:

5. Emotional Resolution:

6. Role of product/brand:

Try to get the plane to land at their village

Underdogs (children). Limited resources

Isolation. Secondary: disappointment

The plane lands

The boy salutes the pilot (value: connectivity)

Direct use of product - facilitate the value at stake





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coca cola lifeTo maintain a normal life

Their baby boy

Sanity. Relationship. Lifestyle

2nd pregnancy news

Shock to joy (value: reality of life / growing up)

Soft product role - she brings him the drink to soften the blowEstablishing a new product with a new value (Coke for responsible grown ups)

1. Quest:

2. Obstacles:

3. Stakes:

4. Story Climax:







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budweiserTo be with the horse

Physical boundaries. He’s just a puppy. Humans

Friendship

Horses team up and stop the car

They reunite - Friendship wins (value: friendship)

No product (Clydesdale horses). But expression of known brand sentiment

1. Quest:

2. Obstacles:

3. Stakes:

4. Story Climax:







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doveThe experiment has a goal

No external obstacles - emotional obstacles

Self-esteem

Reveal drawings

Their realisation that they’ve been self-critical (value: real beauty)

No product. But expressing well established brand value.

1. Quest:

2. Obstacles:

3. Stakes:

4. Story Climax:








some final tips• These apply to all types of stories - even “customer stories”

• Don't get hung up on representing yourself or your target audience too literally.

• Be singular about what you’re trying to say

• Permission: if you’re not expressing a well know / pre-establish brand value, then consider the need to give / product a more integral role to gain relevancy

• Identify value –> find a situation that puts it at stake –> throw trouble at the situation –> emotional payoff



thank you.

© Aspect Film and Video Limited 2015The contents of this presentation are protected by copyright which belongs to Aspect Film and Video

Limited. It should not be copied nor disclosed to any third party without the prior permission of Aspect Film and Video Limited, which permission may be withheld at Aspect Film and Video absolute discretion

The Old School, St George's Rd, Bristol, BS1 5UG | 0117 930 4613 | www.aspectfilmandvideo.co.uk



SMWLDN 2015 | Creating Emotional Connections Through Content

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