Example Reflection –Storytelling

By: Linda Edwards

Challenge & Selection

I work in a Marketing Agency and a Business Group that was already 9 years old in Peru  contacted us, to help them in the process they were in. They were going through moments of  decline here and the head office that had been considered in Mexico, restructuring the entire  company, from managers, brands, stores, collaborators and more. The main problem that the  company found was  its “collaborators” were not comfortable with the job, for different reasons  and the first decision they made was to focus on them, add value to the collaborators and the  restructuring of the brand, this is where the job.  ¿what way did we publicize the new values?  ¿How to make the collaborator fall in love with the company where he works? And how were  we going to achieve it?

Joshua Edwards said, Mars "Storytelling is based on the emotional connection, that is offered to  people, that is going to be offered to people, on the information that is required to be shared".  that was wanted to share was the new values of the company through an exclusively product  for collaborators, and make them, through this product, develop and communicate the new  image to the public. And ¿how to do it?, through Storytelling based on experiences

Application:

Through brainstorming we decided to throw a tv show style, but for the digital channel and  exclusively for the collaborators of this company. We did small surveys and we realized that  most of them like dancing. ¿How were we going to adjust it to the objective? So we decided to  focus on the main value of the company that was "Inclusive Prosperity", which tried to say that  if the company is doing well, the worker has to do well and therefore the environment where  the worker develops has to be okay", We decided to call the program "Valientes", where 10  representatives of the business group would fight for a social dream (help a family, a person,  community, asylum, shelter, etc.). The winner would fulfill the dream and would become the  image of the brand during the one-year period, so that through this experience the winner  would personally reveal the change that this company was having. The 10 representatives of  this first season were chosen, in 2 casting of more than 500 people, based on development,  experience in the company, behavior, background and the dream for which they wanted to fight.  They competed accompanied by a professional dancer.

There were 6 galas, Programs launched live through a website. Each gala had a main theme "a  different value" and was worked on it. The experience of each person who worked there, who  participated in the contest and lived the dreams skin to skin was enriching in many aspects, since  in each program the dreams that each contestant had were counted, so that the company's  employees could vote for the dream and the dreamer they loved the most.

Insight:

There are different ways of making a known message, but giving the message through an  emotional connection, lived experiences and telling it through storytelling, and that they can  hear it from a friend or colleague who has lived it, is reaching the cause.

It is a case of endomarketing, this business group decided to invest in its workers, they were its  target audience, because if they don’t feel comfortable, they won’t work well and therefore the  company won’t well. Many times, companies don’t take into account that the collaborator is a  key to success, and they forget to reinforce that point. And many of them don’t know how to  communicate the changes they are making; it is required to investigate the best way to do it and  storytelling in this case was the ideal-

Approach

Next time, we will cover more audiences since we launched this program in only one city in the  country, we will focus more on knowing the participants, perhaps the first season we realized  that each person also has a story behind and that it must be counted also so we would  improve how we focus storytelling tool and I would use the visualization tool too because i  think we should have used it at the beginning to focus more on the future.

