Using storytelling to create impactful video marketing : Case: Music concert "October #Beatz 2017"
Hoang, Trang (2014)
Hoang, Trang
Haaga-Helia ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201803093201
https://urn.fi/URN:NBN:fi:amk-201803093201
Tiivistelmä
This thesis is about the impact of storytelling on video marketing and how the author implemented storytelling concept in promotional videos for the music concert October #Beatz – an annual concert organized by Music For Friends Helsinki (MFF). The readers will also be introduced the backbone of entertainment marketing, which is applied to this company case.
The project outcome is the production of ten promotional videos based on the application of storytelling theory and different concept generation frameworks, in addition to a final evaluation of its efficacy on enhancing customer experience. The whole process from planning, implementing to evaluating will be presented in this thesis. The thesis also acts as a report on project development and management for a video production.
The need for the videos came from the organization’s marketing strategy. There has been a lack of up-to-date marketing trends in its strategy. The organization wanted to renew its marketing material in order to gain traffic to its social media channels and raise substantial attention for this event. From a personal perspective, these videos will serve as an outstanding project for the author’s portfolio and help her gain experience in project management.
Ultimately, the result was acclaimed by the stakeholders, the organisation and audience of the concert. Feedback and comments are discussed at the end of the thesis. The author achieved a proposal for futher partnership with the organisation and other job offers.
Video content can be found at: https://goo.gl/7RWeLV & https://goo.gl/EaQfdm
The project outcome is the production of ten promotional videos based on the application of storytelling theory and different concept generation frameworks, in addition to a final evaluation of its efficacy on enhancing customer experience. The whole process from planning, implementing to evaluating will be presented in this thesis. The thesis also acts as a report on project development and management for a video production.
The need for the videos came from the organization’s marketing strategy. There has been a lack of up-to-date marketing trends in its strategy. The organization wanted to renew its marketing material in order to gain traffic to its social media channels and raise substantial attention for this event. From a personal perspective, these videos will serve as an outstanding project for the author’s portfolio and help her gain experience in project management.
Ultimately, the result was acclaimed by the stakeholders, the organisation and audience of the concert. Feedback and comments are discussed at the end of the thesis. The author achieved a proposal for futher partnership with the organisation and other job offers.
Video content can be found at: https://goo.gl/7RWeLV & https://goo.gl/EaQfdm