Tool Applied: Storytelling

Challenge & Selection

Storytelling is a powerful tool that could be applied in multiple scenarios in our daily life as well as in the workplace. As a marketing lead of an alcohol e-commerce brand, we have a distribution arm that retails our own products exclusively within our own shores. One of the key challenges is to attract customers to try or buy our products, especially when we are competing  in a highly saturated category. With so many brands to choose from, we have to constantly structure a compelling story to customers on why our products are a must-try, and what makes us different - be it in quality, ingredients used and taste.

I apply storytelling as this allows me to get more insights into users' patterns and behaviours, understand the pain points, and reach out to them on an emotional level. Good stories always attract audiences  and we research what customers want and need, how much they are willing to invest, what their day-to-day routine is like, and other insights like drinking frequencies.

Application

Storytelling is about creating a compelling story that will capture your audience. It involves shaping the narrative of your brand to show users how it might benefit them, or be a part of something “trendy”. It is about establishing a connection with your brand and the consumer directly, being involved and "included" in the community. For one of our own soju brands, we ideated and launched a social media challenge on our instagram channel where users can post videos on how they drink soju in "one shot" as well as a Call-To-Action link for consumers to purchase if they are keen. We included a sample video and encouraged users to submit theirs by tagging us in their posts. Users from all over the world can submit short 30 seconds to one minute videos on how they do soju shots creatively, either through the default soju glass or through various methods which might be an eye-opening experience for the rest of our community. By having a challenge like this, users can tell "visual stories" on how they drink soju and even share simple recipes on how to create the best-tasting soju cocktail. This challenge encourages like-minded individuals to express myself in creative ways as well as connect with our brand on an even deeper and personal level.

Insight & Approach

By applying the storytelling tool, we brainstormed and tested our ideas within a small group before launching it. Through this learning process, we get to generate multiple user-generated content (UGC) related to our brand, social mentions and media and allow users to connect with our brand. Moving forward, we will be testing, iterating more of such ideas and studying the data and insights to monitor what works well and use visualization tool as part of our process for coming up with ideas and strategies.


Tool Applied : Storytelling Challenge & Selection Storytelling is a powerful tool that could be applied in multiple scenarios in our daily life as well as in the workplace . As a marketing lead of an alcohol e - commerce brand , we have a distribution arm that retails our own products exclusively within our own shores . One of the key challenges is to attract customers to try or buy our products , especially when we are competing in a highly saturated category . With so many brands to choose from , we have to constantly structure a compelling story to customers on why our products are a must - try , and what makes us different - be it in quality , ingredients used and taste . I apply storytelling as this allows me to get more insights into users ' patterns and behaviours , understand the pain points , and reach out to them on an emotional level . Good stories always attract audiences and we research what customers want and need , how much they are willing to invest , what their day - to - day routine is like , and other insights like drinking frequencies . Application Storytelling is about creating a compelling story that will capture your audience . It involves shaping the narrative of your brand to show users how it might benefit them , or be a part of something “ trendy ” . It is about establishing a connection with your brand and the consumer directly , being involved and " included " in the community . For one of our own soju brands , we ideated and launched a social media challenge on our instagram channel where users can post videos on how they drink soju in " one shot " as well as a Call - To - Action link for consumers to purchase if they are keen . We included a sample video and encouraged users to submit theirs by tagging us in their posts . Users from all over the world can submit short 30 seconds to one minute videos on how they do soju shots creatively , either through the default soju glass or through various methods which might be an eye - opening experience for the rest of our community . By having a challenge like this , users can tell " visual stories " on how they drink soju and even share simple recipes on how to create the best - tasting soju cocktail . This challenge encourages like - minded individuals to express myself in creative ways as well as connect with our brand on an even deeper and personal level . Insight & Approach By applying the storytelling tool , we brainstormed and tested our ideas within a small group before launching it . Through this learning process , we get to generate multiple user - generated content ( UGC ) related to our brand , social mentions and media and allow users to connect with our brand . Moving forward , we will be testing , iterating more of such ideas and studying the data and insights to monitor what works well and use visualization tool as part of our process for coming up with ideas and strategies .