Category Archives: Storytelling

The Story Campaign Relationship

Up until now, online marketing has been measured mostly by individual campaign performance and social engagement. Newer attribution models are now able to take into consideration wider customer journeys as they move through internet-space and time. Increasingly, we see evidence that content created outside of a specific campaign performs much better at building the customer-to-brand relationship – ultimately leading to greater advocacy and active consideration.

So is the campaign dead?

No. Of course not. A story-first strategy doesn’t mean that you should abandon the surgical campaign, but it does mean that you should rethink how a campaign can be impacted by an over-arching story-telling approach to messaging.

In other words, a good story will endure well beyond a single campaign and inform a strategy for multiple campaigns across a greater time span. There are obvious efficiencies with this approach.