Storytelling

Challenge & Selection

Storytelling is a powerful tool that are applicable in various situation of our daily life, ergo it is the tool that I applied all the times. I always faced the challenges of how to attract more customers to try and fall in love with our new launched products. Besides, I also faced challenges of how to ensure the phenomena of decreasing brand loyalty towards our products being happened as there are variety of choices for customers to choose in the markets nowadays.A story is an “account of imaginary or real people and events told for entertainment,” and storytelling is simply the art of sharing a message in the form of a story.

The teller conveys a message in order to connect with other people . The message includes a protagonist plus a number of other characters, a central plot, some conflicts or obstacles, a theme  and a narrative arc. If you think about classic fairy tales, they were magical tales that embodied all these points and always sought to teach the reader or listener  a lesson.Here are some of the primary reasons why storytelling is an absolute necessity for marketing:

● It helps to build a deeper and stronger connection with the audience.

● It adds a human element to your content and, thus, brand.

● Storytelling goes beyond advertising; it makes people trust your brand much more easily.

● It lets businesses engage with customers in a fragmented media world.

I choose to apply storytelling as it is able to get insight into users, build empathy and reach them emotionally. I often create personas to represent target users and add conflict to stories that reflect their user journeys and problems. understand what users want from a

solution. Good stories always captivate audiences., if designers use storytelling throughout the design process to ensure that all work focuses on the users' needs and the value that company want to give those users.

After completing design research to understand your users' needs and desires, you use your insights to tell a story about who your users are, what they need and how you'll provide that. Having a story throughout your project means marketing the design at the end of the design process is also straightforward, as you already know exactly which story to tell to show how your product provides value.

Application

Storytelling indirectly involves emotional branding. Emotional branding in fact is the practice of building brands that directly appeal to consumers' self, emotional state, needs and aspirations. The purpose of emotional branding is to establish a connection between consumers and products by stimulating consumer emotions. Human needs such as love, power, emotional security, and self-satisfaction are based on emotions in the subconscious,, and allow marketers to create self-fulfilling prophecies in consumer demand. People want to meet demand, and advertisers need to implement these needs in a permanent cycle. Our company has launched a new anti dandruff treatment shampoo product lines that allows real women to share their product experiences in "Beauty Me Anti Dandruff Diary" through videos

and blog where real women share their hair dandruff stories and how new products can save them. A YouTube-designed diary. channel attracts real women from fashion bloggers, travel bloggers, makeup artists and other backgrounds to share their anti dandruff stories with us. It also has a link to buy products online. The channel also spurred a Facebook app that was once again designed as a diary. In addition to similar YouTube channels, the Secret Diary app provides more information about hair and products. Creating a secret diary, revealing products as a solution and letting real women share their anti dandruff secrets is supporting the two pillars of the sport. This types of storytelling enables new customers more willingness to embark their journey on our products as the review is real and high credibility.

Insight

By applying the learning tool, we designed and tested our solutions. It is through this process we realized that the customers were more attract to the review from the Facebook as it is shared by normal users but not celebrity or influencer. Our marketing department used the results of this process to re-strategize our marketing campaign. Moving forward our business will focus on human centered design to improve our product and services.

Example of storytelling:-

Whirlpool

Home appliance brand, Whirlpool, discovered one reason for the reported 4,000 U.S. students dropping out of school every day.

The reason was these families couldn’t afford to clean their clothes.

In a bid to help, and tell a meaningful brand story, Whirlpool launched the Care Counts programme, focusing on installing washing machines and dryers in schools to increase the attendance of poorer students.

The participating schools identified those with a need for clean clothes and anonymously tracked their loads of laundry as well as their attendance and grades over the course of one year.

Once they’d been given access to washers and dryers, the brand found 90% of the tracked at-risk students had improved attendance rates with 89% also improving their class participation.

The campaign has also won a number of awards, including the Cannes Lions Grand Prix for Creative Data Collection and Research.

By using consumer research to identify a social cause to align with, Whirlpool was able to position itself as far more than just a home appliance brand.


Storytelling Challenge & Selection Storytelling is a powerful tool that are applicable in various situation of our daily life , ergo it is the tool that I applied all the times . I always faced the challenges of how to attract more customers to try and fall in love with our new launched products . Besides , I also faced challenges of how to ensure the phenomena of decreasing brand loyalty towards our products being happened as there are variety of choices for customers to choose in the markets nowadays . A story is an “ account of imaginary or real people and events told for entertainment , ” and storytelling is simply the art of sharing a message in the form of a story . The teller conveys a message in order to connect with other people . The message includes a protagonist plus a number of other characters , a central plot , some conflicts or obstacles , a theme and a narrative arc . If you think about classic fairy tales , they were magical tales that embodied all these points and always sought to teach the reader or listener a lesson . Here are some of the primary reasons why storytelling is an absolute necessity for marketing : ● It helps to build a deeper and stronger connection with the audience . ● It adds a human element to your content and , thus , brand . ● Storytelling goes beyond advertising ; it makes people trust your brand much more easily . ● It lets businesses engage with customers in a fragmented media world . I choose to apply storytelling as it is able to get insight into users , build empathy and reach them emotionally . I often create personas to represent target users and add conflict to stories that reflect their user journeys and problems . understand what users want from a solution . Good stories always captivate audiences . , if designers use storytelling throughout the design process to ensure that all work focuses on the users ' needs and the value that company want to give those users . After completing design research to understand your users ' needs and desires , you use your insights to tell a story about who your users are , what they need and how you 'll provide that . Having a story throughout your project means marketing the design at the end of the design process is also straightforward , as you already know exactly which story to tell to show how your product provides value . Application Storytelling indirectly involves emotional branding . Emotional branding in fact is the practice of building brands that directly appeal to consumers ' self , emotional state , needs and aspirations . The purpose of emotional branding is to establish a connection between consumers and products by stimulating consumer emotions . Human needs such as love , power , emotional security , and self - satisfaction are based on emotions in the subconscious , , and allow marketers to create self - fulfilling prophecies in consumer demand . People want to meet demand , and advertisers need to implement these needs in a permanent cycle . Our company has launched a new anti dandruff treatment shampoo product lines that allows real women to share their product experiences in " Beauty Me Anti Dandruff Diary " through videos and blog where real women share their hair dandruff stories and how new products can save them . A YouTube - designed diary . channel attracts real women from fashion bloggers , travel bloggers , makeup artists and other backgrounds to share their anti dandruff stories with us . It also has a link to buy products online . The channel also spurred a Facebook app that was once again designed as a diary . In addition to similar YouTube channels , the Secret Diary app provides more information about hair and products . Creating a secret diary , revealing products as a solution and letting real women share their anti dandruff secrets is supporting the two pillars of the sport . This types of storytelling enables new customers more willingness to embark their journey on our products as the review is real and high credibility . Insight By applying the learning tool , we designed and tested our solutions . It is through this process we realized that the customers were more attract to the review from the Facebook as it is shared by normal users but not celebrity or influencer . Our marketing department used the results of this process to re - strategize our marketing campaign . Moving forward our business will focus on human centered design to improve our product and services . Example of storytelling:- Whirlpool Home appliance brand , Whirlpool , discovered one reason for the reported 4,000 U.S. students dropping out of school every day . The reason was these families could n’t afford to clean their clothes . In a bid to help , and tell a meaningful brand story , Whirlpool launched the Care Counts programme , focusing on installing washing machines and dryers in schools to increase the attendance of poorer students . The participating schools identified those with a need for clean clothes and anonymously tracked their loads of laundry as well as their attendance and grades over the course of one year . Once they ’d been given access to washers and dryers , the brand found 90 % of the tracked at - risk students had improved attendance rates with 89 % also improving their class participation . The campaign has also won a number of awards , including the Cannes Lions Grand Prix for Creative Data Collection and Research . By using consumer research to identify a social cause to align with , Whirlpool was able to position itself as far more than just a home appliance brand .