Storytelling for Advertising Campaigns

Storytelling is an important skill for the modern day creative pro. Learn how to apply it to marketing and advertising for authentic connections between brands and consumers.

Introduction

• Welcome
• Story in advertising

1. Story Components

• Understanding story structure
• Building story through narrative
• How that structure applies to advertising
• Building campaigns through narrative

2. Tapping into Emotions

• Base human emotion
• Triggering emotional response through story
• Empathy vs. manipulation

3. Real-World Project

• Kansas City Regional Association of Realtors campaign introduction
• Audience breakdown
• Story in brainstorming
• Identifying the story core

4. Building the Campaign

• TV spot development
• Print ad development
• Website development
• Digital social content development

Conclusion

• Finding additional story beats
• Story adjustment and optimization