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Storytelling with a Purpose

Thank You Mom

In essence, marketing is storytelling with a purpose. Storytelling allows us to connect with the community on a deeper level–not just as potential customers, but rather as people. Stories can give the world a sense of who our brand is and what we value. One of my favorite examples is the Thank You, Mom campaign run by P&G during the Olympics. These ads are successful in connecting with their audiences with one of the most unifying life experiences, loving your mother. They are also very good at using products from the P&G family as props throughout. This campaign was effective in connecting the brand with feelings of honesty, safety, and familiarity As marketers, we are tasked with finding the right stories for our brands. The best stories will solicit emotion towards action.

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