Reflection – Storytelling

CHALLENGE:

I work in a creative advertising agency. For many years, advertising campaigns have talked  about the benefits of the product and tried to connect with consumers in a rational, not  emotional way.

In 2010, we received a brief from a Dutch brand and they wanted to launch their products in  Spain. They made beauty devices with advanced technology for women. They were the first  manufacturer in the world to develop IPL photoepilation technology for use at your home.

As they requested, we launched a first campaign explaining the technical characteristics of the  product, without listening to the needs of the consumers. Although it went well, we reached  30% of the market share, in the agency we thought could improve the strategy if we listened  to the clients and optimized the message. We wanted to know what they thought and so we  could do a brainstorming in the team.

SELECTION:

We decided to create a campaign through storytelling, listen to what their needs were to  connect with their emotions. The stories connect people.

APPLICATION:

Firstly, on social networks we look at the topics they were talking about. What were their  concerns about beauty? What problem or need was behind wanting to feel beautiful?

Afterwards, we decided to do a focus group with 8 women for testing our beauty devices and  ask them what their problems were, their concerns and what they saw when they looked in a  mirror. We recorded the experience in the following link:

https://www.youtube.com/watch?v=HZ4gVlT93R4&t=1s

INSIGHT:

We did a brief ethnographic analysis of female consumers and concluded the women are not  agree with current beauty patterns. In addition, we obtained the need that they were looking  for to satisfy was: to feel secure with themselves.

We decided to change the communication strategy and work on the storytelling of the brand  about its real problems because, they didn’t want to feel beautiful on the outside, but rather  on the inside, to feel safe.

The concept we came up with was that life is beautiful without the need for any additional  products and we created the campaign: The Beauty of a Real Life. A success because brand  engagement grew a lot, brand awareness increased and sales grew. Here we have the result:

https://www.youtube.com/watch?v=2Ev1ciZ5e1g&t=1s

APPROACH

I think the mistake we made was to think on the consumer and NOT like the consumer. I think  it’s essential to be able to work on storytelling to solve any kind of need because we’re talking  about connecting emotions. So next time we’ll start listening to consumers to create good  storytelling from the beginning.


Reflection – Storytelling CHALLENGE : I work in a creative advertising agency . For many years , advertising campaigns have talked about the benefits of the product and tried to connect with consumers in a rational , not emotional way . In 2010 , we received a brief from a Dutch brand and they wanted to launch their products in Spain . They made beauty devices with advanced technology for women . They were the first manufacturer in the world to develop IPL photoepilation technology for use at your home . As they requested , we launched a first campaign explaining the technical characteristics of the product , without listening to the needs of the consumers . Although it went well , we reached 30 % of the market share , in the agency we thought could improve the strategy if we listened to the clients and optimized the message . We wanted to know what they thought and so we could do a brainstorming in the team . SELECTION : We decided to create a campaign through storytelling , listen to what their needs were to connect with their emotions . The stories connect people . APPLICATION : Firstly , on social networks we look at the topics they were talking about . What were their concerns about beauty ? What problem or need was behind wanting to feel beautiful ? Afterwards , we decided to do a focus group with 8 women for testing our beauty devices and ask them what their problems were , their concerns and what they saw when they looked in a mirror . We recorded the experience in the following link : https://www.youtube.com/watch?v=HZ4gVlT93R4&t=1s INSIGHT : We did a brief ethnographic analysis of female consumers and concluded the women are not agree with current beauty patterns . In addition , we obtained the need that they were looking for to satisfy was : to feel secure with themselves . We decided to change the communication strategy and work on the storytelling of the brand about its real problems because , they did n’t want to feel beautiful on the outside , but rather on the inside , to feel safe . The concept we came up with was that life is beautiful without the need for any additional products and we created the campaign : The Beauty of a Real Life . A success because brand engagement grew a lot , brand awareness increased and sales grew . Here we have the result : https://www.youtube.com/watch?v=2Ev1ciZ5e1g&t=1s APPROACH I think the mistake we made was to think on the consumer and NOT like the consumer . I think it ’s essential to be able to work on storytelling to solve any kind of need because we ’re talking about connecting emotions . So next time we ’ll start listening to consumers to create good storytelling from the beginning .