mackenzieyelvington



Strategic Storytelling

A strong component of sustainability messaging is the ability to tell a story. Story telling allows the company to connect with the consumer’s emotions, experience or logic. It can turn almost abstract sounding facts to tangible, relatable experiences.

There are multiple kinds of stories to tell and countless ways to tell them, and a company should strategically decide which kind and method is best for each story and each target audience. Some stories may be best told with a video clip for YouTube or a commercial, while others may be number heavy and best convey through info-graphics and shared on a company blog and social media platforms.

As mentioned above, each story and target audience will need to be considered when a company decides to tell its story. The Coca-Cola Company executes sustainable story telling by putting the right information in the right places. For Example, the Stories page on Coke’s website includes a Coca-Cola by the Numbers info-graphic that displays quick but impactful numbers of Coke’s success thus far.

cokefacts

It is an effective way to quickly convey pretty impressive information.

Coca-Cola also has a recycling campaign, you may have seen if you have been to the State Fair of Texas or a recent NASCAR race. The large footprint consists of a live DJ who talks about Coke’s recycling efforts and tells consumers how to participate; a large recycling truck, where consumers can trade their recyclables for coke merchandise and with brand ambassadors on hand, equipped with information about Coke’s recycling efforts.

In the above video, produced by the Coca-Cola Company, the campaign is shown and its successes thus far are highlighted. The video conveys the information in a clear and concise way that is devoid of jargon or facts that contain too much information. The content is interesting and attention-grabbing with clearly organized information and pictures to accompany it.

Coke’s sustainable story telling goes beyond traditional channels one may think of when considering storytelling. Consumers will notice a change from November to February in the iconic Coke can as Coke highlight its work with the Arctic Home project by coloring the cans white. The color was chosen to showcase the plight of the polar bear, a character Coke has used often in messaging.

As Coca-Cola exemplifies, storytelling can be a powerful way to convey a story and call consumers to action. A relevant story told the right way can connect to a consumer on a personal level. The marketer should consider how the target market gets its information and how to best tell a story using their desired channel. Creativity should be implored and new methods and channels considered. Remember, your story should sound genuine- as if told by a person. Try to avoid jargon and speak to the consumer’s higher self.

 

— This is 30 minutes too late to count as a weekly blog post, but better late than never I suppose.

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