Eman Rahaman Reflection – Storytelling

Challenge & Selection     Coming from an English Literature background putting things into a story seems second nature  to me. Storytelling is one of those things about humans that makes us drawn to one another and  feeds into our curiosity.   I work in a media agency with numerous diverse clients that all belong in different industries,  and i’m challenged constantly when tapping into the client’s mentality and making sure that our  creative content stays relevant to the brand’s guidelines and still maintains a creative standard.     Application    Working in an agency that has client fluidity has multiple creative challenges, you are faced with  numerous creative blocks having to steer from one client to another. However, applying the  storytelling tool clears away a lot of confusion in the sense that it narrows your creative thinking  into a smaller scale, not by limiting the possibilities, but by focusing on what makes every client  unique by centering on its key points.   For example, one of our clients is a tongue scraping product that wanted a campaign to raise  more awareness into the products’ sales. First thing I suggested was to know more about the  product itself and all of it’s characteristics, what makes it stand out? Why isn't it selling? Who is  it targeted to? Basically create an entire character list customized for that product.   The more we knew about the product and who they wanted to target the easier it was for us to  cultivate a campaign suited for it. For example, the product was best known to get rid of  unpleasant mouth odor, and in a Middle Eastern country that celebrates Ramadan and fasts  one month every year bad mouth odor is quite common and troublesome, thus we personalized  the campaign to run during the fast while marketing its usage during fasting, so that not only will  people want to buy the product but also it has a sense of personalization     Insight & Approach     By applying the storytelling tool we were able to crack into the product’s core by truly  understanding what it is, who its for, when its best suited for use, and a lot of other details.  The results were almost effective immediately, people started responding on the products’  social media page about how the product helped them on a personal level in the sense where  they can stick to where they stand religiously without having to suffer hygienically, especially  when we knew even more about why people get bad breaths when they fast and normalized it  to be an act of normality rather than of abnormality, thus prepping our product as a norm rather  than a luxury.

