how to use storytelling in digital marketing with intel corp
DESCRIPTION
Presentation at On The Edge Reading, 24th September 2014. Stories Aren't Just for Kids with Pippa Chick, Head of Consumer Marketing for Northern Europe, Intel Corp • How you can use the power of storytelling to Connect, Energise and Re-Invent your brand. • How story telling drove purchase consideration better than traditional demand gen activity. • Case studies of how story telling has been used effectively, including; Ben Saunders the Polar Explorer; Girl Rising – a movement to support educating girls in developing countries; and Francois Gabart – a professional sailor who used data to make better decisions.TRANSCRIPT
Stories Aren’t Just for Kids!
Intel Confidential — Do Not Forward
Stories Aren’t Just for Kids!The Power of Storytelling to Connect, Energise and Re-invent Your Brand
Pippa ChickHead of Consumer Marketing, Northern Europe
Intel Business Imperatives
Yesterday:
Intel Confidential
Today:
Intel Communication Imperatives
Intel Confidential
Technical heritage with human connection
Bringing Intel to Life Through Stories
Intel Confidential
A Polar Explorer for Differentiation
Intel Confidential
Challenging Human and Technology Frontiers
Intel Confidential
Keeping your Passion Fresh
Intel Confidential
Every girl holds the power to change the world
Intel Confidential
Extend Brand Understanding Through Surprise
Intel Confidential
A Coffee-shop Experience from a Machine
Intel Confidential
The Smallest Things can Have the Biggest Impact
Intel Confidential
Showing Brand Clarity, Commitment, Protection and Responsiveness
Intel Confidential
Driving purchase consideration”Brand ad” can drive higher purchase consideration than a “product ad”
Intel Confidential
Purchase
Consideration:Definitely/probably will
choose an Ultrabook
next time
Ultrabook AdGirls Rising Ad
19%61% Definitely/probably will
choose Intel next time
Source: IMR Copy testing pilot, August 2013
Look Inside.™
People.
…to find the inspiration,
the courage, the drive
to go do something
Look Inside.™
Intel.
…to be inspired by the
scientists and
employees united by a
Consistency
to go do something
wonderful.
employees united by a
vision to enrich every
life on the planet.
Look Inside.™ Products.
…for an Intel processor inside
and an amazing experience
Closing Video
Intel Confidential
Intel Confidential — Do Not Forward
16
Thank You.