When you’re competing with the entire world in digital content, the only way to rise to the top is to be authentic, creative, and powerful when telling your story.
Canon took on Hollywood to help tell their story. Canon users submitted photos, eight were selected as finals, and Canon challenged legendary film producer, Ron Howard, to create a short film based on the photos. The result was a campaign that captivated Canon users and inspired their creativity and imagination to contribute photos, and also to become a part of something seemingly unreachable—Hollywood. Pure gold. (The power of the Internet.)
Emotion affects consumer behavior, marketing 101, right? If you tell a great story that evokes great emotion, you are imprinting your brand in the minds and hearts of your consumers. They will feel connected to you. They will share. Your community will grow. You will rise to the top.
Digital storytelling is an ideal method of escaping the sales & marketing punch that brand communities always seem to feel like they’re dodging. And they are. You’re guilty of pushing sales down your social channels, admit it. You may think you’re clever about it, and you may pat yourself on the back about being some sort of stealthy social marketing ninja, but your community is smarter and more socially savvy than you think. If your motives aren’t true, they will know, and they will move on to another brand who is.