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Great storytelling has become an essential ingredient in all successful marketing campaigns. But forget toned models and polished actors, top brands are starting to use real-life stories with real people in their campaigns.
Such stories have ranged from women who learn to celebrate their natural beauty (Dove) to a man who pays a surprise visit to his mum in India (British Airways).
So why are brands delivering a dose of reality to consumers? And how can these stories remain authentic? TM asks brand experts on how marketers can master this storytelling strategy.
5 key strategies for successful mobile engagement Today, organisations interact with their customers through many digital and non-digital channels. The empowered consumer expects a seamless brand experience on those channels. Download this report to find out five key strategies for successful mobile engagement. Download now. Sponsored by IBM
Try The marketer's guide to social media 2014 to establish which social media tactics will help you achieve the greatest ROI and see how to leverage them to deploy winning campaigns. Download now.
Many companies haven't transferred and translated their business objectives to the online world. Instead the focus has been on redesign, user experience and SEO. Download this report to find out why website personalisation matters. Download now.
