How top creative minds are rethinking storytelling
The past year has thrown new and unique challenges to marketers and creatives across the globe. To learn how others are adapting, we asked industry leaders from Coca-Cola South Korea, Taproot Dentsu India, and Zespri International Japan K.K. about how they’re evolving their online video storytelling to meet the changing expectations of audiences.
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[Onscreen] We asked industry leaders: What's the key to game-changing video creative?
[Onscreen] What's the key to game-changing video creative? Craft stories that command attention
[Su Chong] The simplicity and the timeframe of how the story is told has to be much shorter than before. It has to be giving me information that I'm seeking or solving a problem that I have.
[Kanako] A strong trigger point is essential, the ad must need to get strong attention at the beginning.
[Agnello] I think attention spans are getting shorter for mediocre storytelling. if it is anything less than something that engages you completely and draws you in, it is a no go.
[Onscreen] What's the key to game-changing video creative? Think like a consumer
[Su Chong] I think more and more, authenticity is becoming important to our consumers because they don't want just a polished one-way communication, they actually want to relate to the brand as well.
[Kanako] I don't really think the audience expects anything specific to the advertising, they react only when the advertising means something to them in their busy life.
[Agnello] They no longer expect just communication about product benefits or attributes, they expect a greater reward. Earlier it was that the products just add something to my life and the storytelling should merely engage and entertain. But now even the storytelling should add something to my life.
[Onscreen] What's the key to game-changing video creative? Use data to continue the conversation
[Su Chong] Data is becoming very important in learning about our customers and how we actually create our creatives targeted to those consumers.
[Kanako] So we often build or optimize the activities based on the first reaction towards the campaign from consumers. We can find the various insights in digital platforms and these can help us to identify the key elements working in the initial stage. Those live learnings are accumulated in the team and also infused into the next creative development.
[Agnello] One of the great advantages of YouTube is that you almost get live feedback, it’s like acting on stage versus acting in a movie. And if it's an ongoing campaign and you have ads coming along afterwards after the ad is up on YouTube, you can always course correct and change depending on that feedback. So that's something you don't get on a television release.