Stop&Shop
14.05.2010
Branded Storytelling
Moms are busy. Really busy and they don’t have time to listen to anyone outside of their circle. So how do you reach them in 30 seconds?. How do you engage them in a conversation that seems authentic?. Short answer is it’s really really difficult for marketers to engage this audience in a meaningful way. But Mom’s do listen to other Moms.
I was fortunate to part of a team that met these woman and told their stories. It was a remarkable experience to be able to witness their lives. For one day these women were treated like a movie stars.
There were many compelling stories that didn’t make it to TV and in support of the campaign we invited all Mom’s to share their stories online. We learned that Mom’s almost never make insightful videos. They’re too busy to even look for a camera much less upload a video, but website traffic always seemed to spike on rainy days after the spots aired.
My role was ACD. Championing ideas. Preparing and pitching concepts. Reassuring clients and talent. And providing the occasional nudge when it seemed like these amazing women were trying to be something other than themselves. I shot the behind-the-scenes footage and conducted interviews with one amazingly talented director. What did I learn?, that the hardest part was ensuring these stories have room to breathe.