Reflection – Storytelling 

 CHALLENGE : 

 I work in a creative advertising agency . For many years , advertising campaigns have talked   about the benefits of the product and tried to connect with consumers in a rational , not   emotional way . 

 In 2010 , we received a brief from a Dutch brand and they wanted to launch their products in   Spain . They made beauty devices with advanced technology for women . They were the first   manufacturer in the world to develop IPL photoepilation technology for use at your home . 

 As they requested , we launched a first campaign explaining the technical characteristics of the   product , without listening to the needs of the consumers . Although it went well , we reached   30 % of the market share , in the agency we thought could improve the strategy if we listened   to the clients and optimized the message . We wanted to know what they thought and so we   could do a brainstorming in the team . 

 SELECTION : 

 We decided to create a campaign through storytelling , listen to what their needs were to   connect with their emotions . The stories connect people . 

 APPLICATION : 

 Firstly , on social networks we look at the topics they were talking about . What were their   concerns about beauty ? What problem or need was behind wanting to feel beautiful ? 

 Afterwards , we decided to do a focus group with 8 women for testing our beauty devices and   ask them what their problems were , their concerns and what they saw when they looked in a   mirror . We recorded the experience in the following link : 

 https://www.youtube.com/watch?v=HZ4gVlT93R4&t=1s 

 INSIGHT : 

 We did a brief ethnographic analysis of female consumers and concluded the women are not   agree with current beauty patterns . In addition , we obtained the need that they were looking   for to satisfy was : to feel secure with themselves . 

 We decided to change the communication strategy and work on the storytelling of the brand   about its real problems because , they did n’t want to feel beautiful on the outside , but rather   on the inside , to feel safe . 

 The concept we came up with was that life is beautiful without the need for any additional   products and we created the campaign : The Beauty of a Real Life . A success because brand   engagement grew a lot , brand awareness increased and sales grew . Here we have the result : 

 https://www.youtube.com/watch?v=2Ev1ciZ5e1g&t=1s 

 APPROACH 

 I think the mistake we made was to think on the consumer and NOT like the consumer . I think   it ’s essential to be able to work on storytelling to solve any kind of need because we ’re talking   about connecting emotions . So next time we ’ll start listening to consumers to create good   storytelling from the beginning . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Reflection – Storytelling 

 CHALLENGE : 

 I work in a creative advertising agency . For many years , advertising campaigns have talked   about the benefits of the product and tried to connect with consumers in a rational , not   emotional way . 

 In 2010 , we received a brief from a Dutch brand and they wanted to launch their products in   Spain . They made beauty devices with advanced technology for women . They were the first   manufacturer in the world to develop IPL photoepilation technology for use at your home . 

 As they requested , we launched a first campaign explaining the technical characteristics of the   product , without listening to the needs of the consumers . Although it went well , we reached   30 % of the market share , in the agency we thought could improve the strategy if we listened   to the clients and optimized the message . We wanted to know what they thought and so we   could do a brainstorming in the team . 

 SELECTION : 

 We decided to create a campaign through storytelling , listen to what their needs were to   connect with their emotions . The stories connect people . 

 APPLICATION : 

 Firstly , on social networks we look at the topics they were talking about . What were their   concerns about beauty ? What problem or need was behind wanting to feel beautiful ? 

 Afterwards , we decided to do a focus group with 8 women for testing our beauty devices and   ask them what their problems were , their concerns and what they saw when they looked in a   mirror . We recorded the experience in the following link : 

 https://www.youtube.com/watch?v=HZ4gVlT93R4&t=1s 

 INSIGHT : 

 We did a brief ethnographic analysis of female consumers and concluded the women are not   agree with current beauty patterns . In addition , we obtained the need that they were looking   for to satisfy was : to feel secure with themselves . 

 We decided to change the communication strategy and work on the storytelling of the brand   about its real problems because , they did n’t want to feel beautiful on the outside , but rather   on the inside , to feel safe . 

 The concept we came up with was that life is beautiful without the need for any additional   products and we created the campaign : The Beauty of a Real Life . A success because brand   engagement grew a lot , brand awareness increased and sales grew . Here we have the result : 

 https://www.youtube.com/watch?v=2Ev1ciZ5e1g&t=1s 

 APPROACH 

 I think the mistake we made was to think on the consumer and NOT like the consumer . I think   it ’s essential to be able to work on storytelling to solve any kind of need because we ’re talking   about connecting emotions . So next time we ’ll start listening to consumers to create good   storytelling from the beginning .
### Output: 