STORYTELLING AS A TOOL   Reflection – Fernanda Dourado , July 4 , 2019 

 Background     In my profession , storytelling is one of the most important tools for shaping powerful and engaging   messages . I work as a copywriter at an advertising agency in Sweden . 

 One of our latest assignments was for a shoe retail company here in Scandinavia . The task was to re- position their brand so that it would better match an increasingly changing world and a younger   target group . At the same time , they wanted us to evaluate a new strategy they had formed - and if   we thought it was the right way to go - make this strategy more communicatively available . 

 Challenge 

 The new strategy was formulated " Everyday Shoe Fashion " – and although it was right in meaning - it   was not an expression that could engage and ignite its audience . Our challenge , therefore , was to   convince our client to use a more exciting message in order to achieve the goal . 

 Selection 

 To create a saying that could work as a cause and igniter we chose the story telling tool . This allowed   us to focus on the people in the process and their emotional experience . With a story driven   approach , we would bring employees together and make them work in the same direction . From a   consumer perspective it gave us the opportunity to stand out from competition and build loyalty as   well as “ brand love ” . 

 Insights 

 As a starting point we considered and investigated the company 's target group – consisting of trendy   consumers who sought constant renewal . After some research and interviewing we realized that this   group of individuals most of all wanted new impressions , experiences and a sense of fast fashion to   feel attracted to our offer .                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  It became clear to us that , in order to inspire and tickle the consumers desire , we needed to create   our own fashion arena and invite them there – regardless if it was our stores , the web site or a   temporary meeting place .      Application      We summarized our insights in one strong sentence – " Just walk in " - with the short supplement   " Welcome to our arena . Today it is yours . ” By doing so we wanted to express the simple fact that an   arena is nothing without its audience . Our stores , web site and other appearances become truly alive   when customers come to visit . At the same time , we ’re the ones providing the most interesting place   to be , by constantly presenting new fashion and exciting happenings . It ’s easy , inspiring and fun to   visit us . There ’s always a reason to stop by . 

 To bring the story to life and engage the employees , we proved how our message " Just walk in "   could be applied on several levels , with a similar story but a different angle . 

 1 . With emotional and story driven commercials on an image - building level   2 . With thematized fashion campaigns on a middle level   3 . With sales - driven messages on a tactical level , without losing the passion in our story 

 Furthermore , we showed how the message “ Just walk in ” could be varied endlessly and how we   would talk about our arena in different contexts . What then happened was that the staff quickly took   the expression to their hearts and started using it in their daily work . By talking in terms of fashion   arena and being the one inviting to it , their work became consistent and successful . It also became   clearer to consumers what the company was standing for . But this is still an ongoing process .      Approach     Since our client had a clear vision of the target group and the strategy had already been decided , we   felt that mind mapping the customer journey was unnecessary . However , for describing how our   message could be applied on different levels we used the visualization tool by describing a marketing   pyramid with different levels ( see Approach ) .      The assignment is still ongoing , and we plan to do a small - scale test by implementing one of our   ideas in real life – a kind of learning launch . Then we will be able to see how well the concept works   and what can be improved . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Fernanda Dourado
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: STORYTELLING AS A TOOL   Reflection – Fernanda Dourado , July 4 , 2019 

 Background     In my profession , storytelling is one of the most important tools for shaping powerful and engaging   messages . I work as a copywriter at an advertising agency in Sweden . 

 One of our latest assignments was for a shoe retail company here in Scandinavia . The task was to re- position their brand so that it would better match an increasingly changing world and a younger   target group . At the same time , they wanted us to evaluate a new strategy they had formed - and if   we thought it was the right way to go - make this strategy more communicatively available . 

 Challenge 

 The new strategy was formulated " Everyday Shoe Fashion " – and although it was right in meaning - it   was not an expression that could engage and ignite its audience . Our challenge , therefore , was to   convince our client to use a more exciting message in order to achieve the goal . 

 Selection 

 To create a saying that could work as a cause and igniter we chose the story telling tool . This allowed   us to focus on the people in the process and their emotional experience . With a story driven   approach , we would bring employees together and make them work in the same direction . From a   consumer perspective it gave us the opportunity to stand out from competition and build loyalty as   well as “ brand love ” . 

 Insights 

 As a starting point we considered and investigated the company 's target group – consisting of trendy   consumers who sought constant renewal . After some research and interviewing we realized that this   group of individuals most of all wanted new impressions , experiences and a sense of fast fashion to   feel attracted to our offer .                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  It became clear to us that , in order to inspire and tickle the consumers desire , we needed to create   our own fashion arena and invite them there – regardless if it was our stores , the web site or a   temporary meeting place .      Application      We summarized our insights in one strong sentence – " Just walk in " - with the short supplement   " Welcome to our arena . Today it is yours . ” By doing so we wanted to express the simple fact that an   arena is nothing without its audience . Our stores , web site and other appearances become truly alive   when customers come to visit . At the same time , we ’re the ones providing the most interesting place   to be , by constantly presenting new fashion and exciting happenings . It ’s easy , inspiring and fun to   visit us . There ’s always a reason to stop by . 

 To bring the story to life and engage the employees , we proved how our message " Just walk in "   could be applied on several levels , with a similar story but a different angle . 

 1 . With emotional and story driven commercials on an image - building level   2 . With thematized fashion campaigns on a middle level   3 . With sales - driven messages on a tactical level , without losing the passion in our story 

 Furthermore , we showed how the message “ Just walk in ” could be varied endlessly and how we   would talk about our arena in different contexts . What then happened was that the staff quickly took   the expression to their hearts and started using it in their daily work . By talking in terms of fashion   arena and being the one inviting to it , their work became consistent and successful . It also became   clearer to consumers what the company was standing for . But this is still an ongoing process .      Approach     Since our client had a clear vision of the target group and the strategy had already been decided , we   felt that mind mapping the customer journey was unnecessary . However , for describing how our   message could be applied on different levels we used the visualization tool by describing a marketing   pyramid with different levels ( see Approach ) .      The assignment is still ongoing , and we plan to do a small - scale test by implementing one of our   ideas in real life – a kind of learning launch . Then we will be able to see how well the concept works   and what can be improved .
### Output: 