Act 1
Context
Who, where and when:Setting the stage, intro
of characters
Conflict
Meeting resistance the struggle
Act 3
Resolution
How it ends:the outcome
Goals
Starting the journey:the will to engage with
change
Act 2
Matrix is about a man who needed to believe he could save the world and when he believed he did.
Act 1Is Neo ‘the one’ to liberate humanity
Act 2Only when he believes and overcomes
Act 3Yes he can
Merk Missie
Iedereen lekker in zijn vel! (letterlijk en figuurlijk)
Story
Act 1: Are we too critical about our own appearance?
Act 2: Strangers seem to describe your appearance more positively than you yourself.
Act 3: You are more beautiful than you think you are! Dove
Dove beauty sketches
Merk Missie
Have fun in the fight against ‘dirty’, without hurting mother earth.
Brand Story
Act 1: Two room mates Eric and Adam wonder in 2000, why cleaning products are so poorly designed and dream of green cleaners that actually work and aren’t stinky. Is it possible to change the industry?
Act 2: Method is born and takes on ‘big soap’ by doing things in a different way
Act 3: Yes Method cleaning products make it possible to fight ‘dirty’ in a ‘fun’ and ‘good’ way!
Method
Nancy Pekela
“What content curation is not, however, is mere aggregation or regurgitation of content, especially that which is volume- or brand-driven. Content curation is really about storytelling through the selection of choices the curator makes.”
Lessons learned 1/3
Zonder POV geen duidelijk merkverhaal en geen onderscheidend Branded content perspectief
Emotie raakt ons en beweegt mensen
Een relevant verhaal is niet voor iedereen
Lessons learned 2/3
Zorg voor spanning
‘Show, don’t tell’
Verhalen maken je minder afhankelijk van media
Lessons learned 3/3
Slechte content met groot bereik = Waste of budget, Maar goede content met een klein podium geeft merken nog steeds een kans (Fish Tales!).
Het verhaal moet uit jezelf komen maar het vertellen vergt expertise.
Top Related