Day two of Social Media Week began with ‘Stories Without Words… Don’t just be seen, be remembered’ hosted by Leo Ryan (Head of Social, Ogilvy Group UK) and guest speakers Martin Stabe (Head of Interactive News, Financial Times), Lee Bofkin (CEO of Global Street Art) & Dr Susan Foister (Deputy Director, The National Gallery). The hashtag #OgilvyStories received 3.5 million impressions, from 264 mentions.
So, what content does well? With less and less time spent engaging with media, stories must be told in seconds. It appears even the simplest of tasks (e.g. a click) is too much to ask- one of the reasons why Facebook’s recent auto-play video feature was well received by many brands. Image and video are undoubtedly powerful tools and can be manipulated to convey a variety of messages, feelings and actions. As video and image continue to be more successful across a growing number of channels, why is storytelling vital?
1) Reducing complex ideas in digestible stories: By making the ideas easier to engage with they become accessible to everyone. Chipotle’s animated advert shows how a series of complex messages can be simplified in to an easily comprehensible story. But also uses a combination of animation and music to conjure emotion and therefore create a response from the viewer.
2) Interactivity and Personalisation: Lego’s 50th Anniversary campaign uses simple visual cues to convey a story but also requires the viewer to engage with the information in order to understand it. Like the ‘The Ambassadors’ painting by Hans Holbein with its interactive feature (a skull only viewable from a particular perspective), making it the only image of its kind in the gallery. Interactivity is not a new tool but one that is now able to be used more effectively than ever. Martin Stabe spoke of the challenges faced by the media and journalists to convey complex figures and statistics in a more easily digestible way and how interactivity can help overcome this. Telling a story through interactive graphics allows a broad range of information to be conveyed but also enables the reader to engage with it on a more personal level. Such as the FT’s ‘How fast is the London Fire Brigade?’
3) Don’t just tell a story… create a change: Other campaigns show how images and video can not only be used to tell a story but to create change. Paddy Power and Stone Wall’s rainbow laces campaign draws upon these features using the powerful and iconic rainbow image and use of colour to cut through any ambiguity and convey its message quickly. But, also drawing in the consumer in order to purchase their laces and perhaps place a bet in the meantime. The best stories will communicate either the artist or brand, as well as the message but also inspire a call to action.
Don’t forget to check out what’s going on at Social Media Week tomorrow:
9-10:30am Boosting & Amplifying Brands through Social. Hosted by Neo@Ogilvy experts. The Nation Gallery, Sainsbury Wing Theatre, Trafalgar Square, London WC2N.
5.30-7.30pm Leveraging social in regulated industry: How do pharma companies stay on top?Hosted by Ogilvy Heathworld. Ogilvy West, 121-121 Westbourne Terrae London WC2N