Flipping a Negative Perception

“Uncommon success requires uncommon thinking”

– Rob O’Keefe (O’Keefe, 2007)

Jose Alberto Duenas, vice president for cereal marketing in the United States at Kellogg, said in a 2010 New York Times article, “If you want to make a connection, you have to give consumers a chance to take part of the spotlight. Authenticity is what we’re looking for” (Newman, 2010). To create connection, marketers need to think above the literal product features and benefits when creating commercials. This means not actually showing the product “or if they do, it’s incidental at best” (Menick, 2014). This means using storytelling to affect an emotion. This means letting consumers be the heroes in the journey.

WALMART – March 2014

“Work Is A Beautiful Thing – Meet Patrick”

Strategy:

The “Work is Beautiful Thing” series (which includes 6 commercials about different people) was created by Saatchi & Saatchi New York for Walmart brand reparation. The spot positions Walmart as “walking the walk” with its factory suppliers (Foster, 2014). This goal of the series is to combat the perception that Walmart cares only about the bottom line at the expense of their employees.

Plot:

A determined young man with lifelong disabilities has found self-respect and community within his factory job.

Positioning Statement:

Committed to American Workers

References

Foster, S. (2014, March 20). ‘Work is a Beautiful Thing’ proclaims born-again Walmart in new Saatchi New York epic. Retrieved March 24, 2014, from More About Advertising: http://www.moreaboutadvertising.com/2014/03/work-is-a-beautiful-thing-proclaims-born-again-walmart-in-new-saatchi-new-york-epic/

Menick, S. (2014, March 10). IMC-634 Digital Storytelling Assignment 2. Morgantown, West Virginia: P.I. Reed School of Journalism, WVU.

Newman, A. A. (2010, January 4). Pitching a Product, Without Showing It . Retrieved March 24, 2014, from New York Times: http://www.nytimes.com/2010/01/05/business/media/05adco.html?_r=0

O’Keefe, R. (2007). WHHSH Story. Travel Marketing Decisions , 2-5.

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Published on: May 10, 2014

Filled Under: Digital Storytelling

Views: 739

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