PowerPoint Presentation

content advertising is the only advertising left.

content advertising is the only advertising left. Or is it?

today, the only messages people see and hear are the ones they choose to see and hear.

Kirk Cheyfitz co-founder, co-ceo and chief storyteller

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story is an integrated creative agency that makeS brands matter to people.

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were thinkers.Were makers.Were storytellers.

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We live in interesting times

200,000,000people NOW block all adsThat number doubled in the last year.

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Interruption doesnt work any more

Some in the media industry believe ad-blocking is unethical because we owe them attention to ads in exchange for providing content they want. Their audience disagrees

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question no. 1: Ask yourself

Do you have a content strategy or a collateral strategy?Robert Rose, Chief Strategy Officer, CMICollateral Damage on LinkedIn

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Collateral:

something additional but subordinate; secondaryRobert Rose, Chief Strategy Officer, CMICollateral Damage on LinkedIn

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question no. 2:

How do we make content primary; not secondary?

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Best content marketing = brand storytelling

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Not just mattress companies

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#1 Challenge: brand storytelling

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Brand storytelling: how do you do it?

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CREATIVE EXECUTION ACROSS MEDIA (INTEGRATED DELIVERY)

3DIGITAL MEDIA PLANNING AND BUYING (NOT FORGETTING CONTENT IS MEDIA)

1BRANDING AND STRATEGIC PLANNING (FINDING YOUR STORY)

MEASUREMENT, ANALYTICS, OPTIMIZATION (BEFORE, DURING AND AFTERREALTIME)

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what makes an effective brand story?

an authentic narrative that only you can own. a differentiating space that nobody else can claim.

then build all communications and content consistently around that core narrative.

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START WITH YOUR FOUNDATIONal story

Begin at the beginning. Which proprietary process is right for you depends on the strength of your current brand story.

I DONT KNOW MY BRAND STORY.THE STORY DISCOVERY WORKSHOP

Brands in need of a Story Workshop have forgotten their purpose and whose story ceased having a meaningful impact to audiences. HOW DO I TELL MY BRAND STORY?

THE STORY METHOD

Brands in need of the Story Method know exactly who they areright down to their DNAand need a powerful way to articulate their story to the world.

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Your Story Platform is not a tagline. It is an internal organizing principle that most powerful narrates the relationship between your brand and its audiences. It serves as the springboard for all content.

BOTH LEAD TO YOUR MOST MEANINGFUL brand narrative

THE STORY DISCOVERY WORKSHOPTHE STORYMETHODTWO JOURNEYS, ONE DESTINATIONTHE STORY PLATFORM TMOR

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HOW to GET THERETHE OUTCOME: The Story Platform becomes the core narrative that will shape every story you tell to your employees, current and future audiences, the media and the general public. THE PROCESS: Delve into the meaning of your brand and your business purpose. Listen to what your audience wants and needs from you. Conduct deep, investigative sessions with brand stakeholders. Finally, listen to culture and identify trendspast, present and future. THE APPLICATION: A core brand marketing narrative, an evergreen asset to powerfully unify a brand with their intended audience forever.

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FIND THE STORY

CRAFT THE STORY

TELL THE STORY

REPORT THE STORY

BRIEF, ASK, or CLIENT CHALLENGE

PAID

CLIENT SERVICESSTRATEGY

BRAND

CREATIVE

PRODUCTIONCREATIVE

TECHNOLOGY

MEDIA

OWNED

PAID

EARNED

YOUR STORY PLATFORMTM

ANALYTICS & INSIGHTS

HOW it all comes together

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country crock:A brand storytelling example

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the country crock story platform: the magic of homeHome.

Its where we live and where we come from. Its the place we find comfort, love and strength. Home is our port in a storm. Home is where we want to celebrate.

Its the value, beliefs and good habitscombined with family traditionsthat we take with us. Its what we want to pass on to our own children.

Its is a simple word conjures up wonderful memoriesof growing up, rolling in warm grass, mom in the kitchen, families gathered around tables. Somehow, home can mean the same thing to all of us, yet holds distinct personal connotations for everyone.

Home is a magical wordand a magical place filled with love, warmth, love and wholesome traditions.

By starting this Story Platform, Country Crock will naturally have the authority to tell an infinite variety of engaging, personal stories that embody the brand and the magic of homebiscuits on Sunday morning, sharing recipes, helping moms prepare meals, Thanksgiving dinner for all 40 close family members and so much morereminding us all how powerful the magic of home can be. 22

how the story platform sets the stagethe story platform informs the creative briefTHE CULTURAL TENSION:Mothers universally question: Am I doing enough to ensure my children grow up to be happy, healthy adults?

THE TARGET INSIGHT:By holding on to my value system I can feel confident letting go, because I know that my kids have the foundation to make good decisions that I would be proud of.

THE CATEGORY POSITION:All about occasions and the end-result.

THE BRAND PURPOSE:Country Crock DNA is rooted in home-based values. The brand aims to elevate the task of baking by positioning baking to be about the process, the time spent together, and the lessons taught at home, rather than the end-result. and inspires the creative campaign

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So much good happens, when we bake is an integrated digital campaign that elevates the task of baking to to create a cultural behavior change and remind moms of the magic of home.

Its goal is to reinforce that baking is not just about the cake or the cookies, its about the journey of sharing time, skills, values and memories.

For Mom, baking becomes nothing less than shaping her kids into the people she knows they can be.

AN OVERVIEW OF THE CREATIVE CAMPAIGN

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eCRMSTORY PLATFORM:Magic of home

CAMPAIGN: So much good happens, when we bake

MEDIA PARTNERSHIP LANDING PAGE

IN-STORE EVENTSOCIAL

a fully integrated ecosystem supports the campaign

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DIGITAL VIDEO

MomandMore.com: Even though they are just a spread, they are like the glue for baking so it only makes sense that they launch a campaign called So Much Good Happens When We Bake. Memories can be created and experiences passed on with just a few simple ingredients.

the resulting impactUNILEVER INTERNAL AWARD VIDEO SUBMISSION, CATEGORY: BIG IDEA & SMALL BUDGET TO BUILD BRAND LOVEThe campaign has resonated with consumers and built brand love while the product itself has undergone a complete ingredient and packaging makeover.

As the campaign is grounded in an evergreen narrative for the brand, it continues to evolve for 2016 and beyond, allowing Country Crock to create new content while remaining true to the campaigns intent.

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the campaign CONTINUES TO EVOLVE under the story platformI worry as a busy mom that Im not doing enough at home to develop and stimulate my child. I feel like a good mom when I see my childs imagination spark as a result of an activity I was able to provide. I know Im doing a good job when my kids look forward to and ask to spend time together.THE TENSION:MOMS PAYOFF:Im afraid of not doing enough to ensure Im passing along the values that are important to me.VALUE:2014-2015FAMILY TOGETHERNESS2016NUTURING CREATIVITY

THE MAGIC OF HOMESTORY PLATFORM

SO MUCH GOOD HAPPENS, WHEN WE BAKE

EXPLORING NEW VALUES AND TENSIONS ALLOWS US TO CREATE FRESH CONTENT YEAR OVER YEAR

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The new brand rules

brands EXIST TO SERVE THE AUDIENCE.you cant buy ATTENTION; you MUST EARN IT.BRAND STORIES MUST BE GOOD, TRUE, CONTAGIOUS.STORIES MUST EMBODY THE BRAND & DIFFERENTIATE.enable self-guided tours ending in buying, loyalty, sharing.

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The new brand goes beyond content strategy to brand storytelling strategy.

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Because brands are stories.

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WHATS YOUR STORY?