MERCADEO Versión en español
Dieste shares keys to tell big stories and stand out in the digital world
Manuela Walfenzao| 12 de agosto de 2016
Dieste: Lo que más me enorgullece es la gente maravillosa con la que hemos trabajado
The Hispanic agency Dieste published in its blog the keys for being relevant with storytelling in the digital context. Ashley Dieste, intern at the agency and Tony Dieste, Chairman, contributed in the making of the post. The challenge they pose is making effective storytelling, combining the emotional aspect of audiences with engagement towards the brand and using the data the Internet offers to be more accurate in targeting. “Today’s digital world has expanded storytelling through devices, platforms, and channels where consumers are exposed to thousands of messages a day. People and brands are posting, sharing and delivering messages at an astonishing rate. But the question is, are we – the consumer – listening? Or is it just noise?” Dieste proposes four questions brands must ask theirselves when they embark their next concepting brainstorm: “Am I truly telling a story or am I trying to sell my product straight up and forcing a story?; Are my approach and story unique and informative; will they make the viewer cry, laugh, or experience an emotion?; Is the outcome of the story unexpected and compelling enough for the brand and its most passionate consumers?; and Does the brand have a reason to share the story?, Does the brand play a part or role?”The publication gathers 11 examples of videos from different brands that have managed to master the art of online storytelling. Among the companies are: Chipotle, Dove, Always, Pepsi, WestJet, and Quaker.
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