A video series I created on the art and science of brand storytelling.
A wide range of brand communications professionals, targeted through Facebook by their occupation and also showing interest in “Learning.”
To generate leads for my brand storytelling video series, I wanted to create an interactive game. Problem was, I had blown most of my creative budget on the pizza I had for lunch. Then it hit me. Why not mash up a few of the interactive technologies I tinker with, such as Squarespace and LeadQuizzes. And so I created what by far was my most successful lead generation campaign for this product. It’s a game unlike any you’ll see anywhere else.
The game was presented as an experiment called, “Can You Trust Your Brain?” It helped demonstrate a key principle in brand storytelling related to how the human brain is always looking to make connections. It also leveraged the power of how addicting it can be to make connections, as was the case with the game. I created the game concept, purchased some stock images, and designed all the visuals.
This Facebook campaign produced leads at a 31.99% conversion rate after 672 impressions. Having hit my target number of leads for my email list of brand communications professionals, I paused the campaign and moved on to the email funnel optimization.
HOW THE GAME WORKED
For each round of the experiment, a mystery riddle was posed. Then a series of clues was presented one by one, inside a media player embedded into the page. Players were to swipe through each image and decide which clues to accept and which clues to reject. This forced players to look for related concepts in the visual clues. And when they would make those connections in their brains, they actually experienced a light bulb moment inside the brain, releasing a nice little hit of dopamine. That little neuroboost gave players just enough of a charge to want to keep playing the game.
I’ve worked on TV campaigns with production budgets up to $100K. This video, however, was one of nearly two hours’ worth of videos I created for my brand storytelling series, and was produced on a shoestring budget. In fact, there are probably shoe laces that cost more than this video production.
Paddling Along Your Stream Of Consciousness
This is from my series of videos on the art and science of brand storytelling. I wrote, edited, and narrated doing my best Peter Coyote impression I could muster up. Sorry, I didn’t know about Soundstripe when I produced this, or the music would have been even better.
Brand Storytelling Guides
How do you help brand communications professionals gear up to create their own brand story content? This is one of many original documents I developed and wrote to help walk creative professionals through the process of brand storytelling.
For the video series, I wanted a very unique, yet simple visual theme/hook that could be carried out for illustrating different concepts related to brand storytelling. What I developed was this concept of “connecting the dots.” It came to me that a story arc might be animated like some of the animations you might see in a video game to indicate a character’s life energy.
As I continued through production, I was amazed how well this visual hook lended itself to the animation in illustrating everything from the structure of a story arc to how people connect the dots about the events taking place around them (whether in real life or in film) to create their own inner narratives.
This simple form was actually the result of tons of hours of research I spent trying to get to the truth of what makes brand storytelling work. The documents were embedded as downloads with my brand storytelling video series.
Humor / Ads
This is a series of on-premise promotional materials I created with an art director friend for a bartending school in Denver. The materials were produced in the form of posters hung in the restrooms of Denver-area bars. The campaign was successful in helping fill up the enrollment for classes quicker than anticipated. I like to think the creators of Mad Magazine would be proud. My mom and dad, however, not so much.
This is a faith-based narrative I wrote based on actual history. Click here to visit the site to read. And if you feel led, you can even make a donation on their site as well.