The best communicators know how to relate information in a way that not only makes sense to audiences, but also provides an emotional connection. It’s storytelling. National brand Chipotle won the top award in the public relations category at the recent Cannes Lions Festival for a campaign that was founded on telling a story. It launched with an animated short film on YouTube — with no paid media behind it for the first month-followed by an interactive game, traditional media and PR, with social media threaded throughout. The film and the campaign set out to take on Big Food and reinforce Chipotle’s values of fresh ingredients and sustainable practices. Think about your brand’s values, culture and ethos. How can you incorporate these beliefs and practices into an innovative message for your customers?
Tell a Story to Convey Your Brand’s Values
