Great stories tap into human emotion. Online viewers are becoming more sophisticated decision-makers and they’re increasingly cynical of the paper thin claims made by advertisers. Film-makers will often start with a compelling story, however, there is a lot to learn from a classical marketing process for creating greater engagement with audiences. People are being bombarded with messages from every direction. As content producers, and storytellers how are you considering the audience when developing your stories? And does platform play a role in influencing the direction your story will go?
There is a danger as we get swept up in the initial seed of a story that we get complacent, and we don’t stop and think about our audience. A classical marketing strategy will always start with a clear understanding of the customer and their needs during the solution design process. Film-makers will often start with a compelling story, however, there is a lot to learn from a classical marketing process for creating greater engagement with audiences. In a previous article, I shared on the importance of thinking differently about how we do things. As storytellers, we have to ask more questions about our audience and the platforms, then circle back on the story.
Great stories tap into human emotion. As you will see from the following marketing campaigns, brands are using story devices to motivate purchasing decisions. Ever found yourself feeling teary-eyed watching a tv commercial? Yep, me too! Brands are engaging viewers with long-form storytelling and emotion to build connection and brand value. Why? Because they understanding the audience they’re trying to sell to. Just as advertisers use filmmaking technique to sell a product, the film making business can learn from the marketing processes to help improve the relevance and clarify who the audience is.
Here are 3 great examples of short films on YouTube that use emotion to build a connection with potential customers.
In 2018 Hyundai celebrated twenty years of business in India. The underlying story proposition is Hyundai is about quality, value and loyalty, and it is told through a family story. So, was this campaign successful for Hyundai? Did they sell more cars? I haven’t been able to find out what the production budget was for this campaign, but with almost 223 million views and only 0.03% dislikes, if just a small percentage of viewers go out and buy a car from them, then I’d say yes. What we learn, is that if Hyundai wants to reach young families who are trying to stretch their family budget, then purchasing a Hyundai could be a good investment.