2. an overview of STORY WORLDWIDE 3 EVOLUTION OF AN AGENCY
FOUNDED 1999 as the first and only content unit of IPG CONTENT
COUNCIL founder in 1997 CONTENT MARKETING INSTITUTE founding member
IDEA Create and distribute brand content across all media channels
PEOPLE 100+ talented people OFFICES New York, Seattle & London
Known as The original digital-first content advertising
3. The only way to reach audiences is to create content that is
ENTERTAINING, INFORMING AND ENGAGING. OUR GUIDING PRINCIPLE.
4. 5 SO WHAT DOES CONTENT ADVERTISING REALLY MEAN?
5. 6 BRANDS MUST BECOME PUBLISHERS LITERALLY.
6. 7 AND THEY MUST EARN THEIR AUDIENCE VS. BUY THEIR
AUDIENCE.
7. 8 The broad goal is to own the conversation around sleep
[Well] be producing journalism, not marketing. May 4, 2015
8. YOU DONT NEED A DOZEN AGENCIES IN YOUR ROSTER TO DO THE ONE
THING THAT TRULY MATTERS 10
9. WE ARE THE AGENCY OF EVERYTHING BUT ONLY BECAUSE WE FOCUS ON
ONE THING: FINDING AND TELLING YOUR UNIQUE STORY. 11
10. THIS IS WHY BRANDS THAT TELL THE BEST STORIES 12
11. THEY FIND A NARRATIVE THAT ONLY THEY OWN A DIFFERENTIATING
SPACE THAT NOBODY ELSE CAN CLAIM AND THEN BUILD ALL COMMUNICATIONS
AND CONTENT AROUND THAT CORE. 13
12. 14 THIS INTEGRATION IS THE FUTURE OF .
13. 15 SO HOW DO YOU FIND YOUR CORE STORY?
14. - Its NOT a tagline or product descriptor - Its NOT
external-facing - Its NOT what youll tell your customers Its the
emotional and rational heart of your brand and all your messaging.
It is the single, unified thought that should be apparent in every
brand communication. It is the core narrative you want to deliver
in every story FIRST, UNEARTH YOUR STORY PLATFORM
15. 17 SEEING THE STORY PLATFORM IN ACTION:
16. BEECH-NUT Transforming the #2 baby food provider with an
emotional appeal towards mothers
17. BEECH-NUT. CHALLENGE: Walk away from the discredited
category and reinvent Beech-Nut as the clear natural choice to
nourish babies with healthy food in a crowded competitive fieldan
effort that required an entirely new brand identity. SOLUTION: An
integrated, disruptive, story- based campaign that positioned the
new foods not as baby food, but as real food for babies, just like
mom makes at home.
18. BEECH-NUTS AUTHENTIC STORY PLATFORM: WILDLY HONEST FOOD FOR
LIFE
19. WE BEGAN BY ENCAPSULATING BEECH-NUTS EMOTIONAL HEART TO
CREATE AN AUTHENTIC NARRATIVE
20. TELLING THE AUTHENTIC NARRATIVE THROUGH WEB
21. CONNECTING WITH MOTHERS THROUGH NATIONAL BROADCAST
22. PRODUCING EDUCATIONAL FILM CONTENT
23. FOSTERING CONVERSATIONS THROUGH A CONTENT HUB
24. SIMPLE, YET POWERFUL PRINT EXECUTIONS
25. Website Monthly Increase after redesigned site launched
Facebook engagement growth from April (campaign launch) to
September 2014 Organic Facebook posts garner an 8% engagement rate
(Industry Benchmark is 1%) Percentage of Mobile traffic since
campaign launch72% 168% 205% 8% Beech-Nut Success Story
26. Dismiss the intermediaries Own the audience yourself Dont
interrupt your audience Engage your audience with valuable content
that intersects the needs of the brand and the audience Encourage
them to share your contagious brand stories Once you start, you can
never stop! IN THIS CONTENT ADVERTISING WORLD, THE MOST
EFFECTIVESTRATEGY IS: 28
27. 29 THINK FAST WHATS YOUR BRANDS STORY?
28. Simon Kelly CEO & Chief Enthusiasm Officer Story
Worldwide THANK YOU!