Storytelling

1. Challenge:

I am a  professional worker  in the business of tourism and hospitality. I´m now in  Argentina  where is going throught hard times because of the Pandemic situation. So I  decided at the beginning of April to keep growing my intelect and signed up for  studying a Degree on Digital Marketing at “Digital House” -coding school.  During the course, Storytelling understanding was essential to pass the final exam,  where you had to give a presentation  showing  the results of your advertising  campaigns.

2. Selection:

The Project I was assigned,  consisted on the representation of a plumbing service  company.  I started making a  long research at the local market of those who provides  the service in the capital  of Buenos Aires.  I noticed that the digital comunication of “my competition” was really poor and empty  of innovation or creativity.   I knew that to make a difference, the focus on  the insights for the creation of the  content was  essential. The content had to be relevant, original and thrilling to get a  place in the mind of the costumer.

3. Application:

When I decided which market segment  would be my main objective, I started to think  and act  in my mind like that ideal coustumer. ( Visualization)  In those moments where the ideal client thinks they need help but does not say so, is  the insight where our advertising should be reminded.

4. Insight:

The content I  generated was focused in a funny but accurate way of showing  the  solutions that the company could provide if any  type of problem related to broken  pipes, drains, water loss or maintenance in general among others happened.  So the content trough images and videos where showing different scenarios of the  customer on a daily life facing unexpected situations. In which our company turned  out to be the hero in question.  The video content was about 30 seconds long, and the story I presented finished  always with costumer in a happy mood.

5. Approach:

Having an empathic mentality allows us to perceive and feel what our client could feel  or perceive, from my point of view in the next opportunity, it would change the market  niche telling another story to expand my audiences and business.

