{"id":5376,"date":"2022-01-13T11:23:59","date_gmt":"2022-01-13T16:23:59","guid":{"rendered":"https:\/\/thediversitymovement.com\/?p=5376"},"modified":"2023-12-11T17:14:00","modified_gmt":"2023-12-11T22:14:00","slug":"power-of-narrative-in-inclusive-marketing-campaigns-branded-content","status":"publish","type":"post","link":"https:\/\/thediversitymovement.com\/power-of-narrative-in-inclusive-marketing-campaigns-branded-content\/","title":{"rendered":"Guest Blog: The Power of Narrative in Your Inclusive Marketing Campaigns &#038; Branded Content"},"content":{"rendered":"<p><button id=\"listenButton1\" class=\"responsivevoice-button\" type=\"button\" value=\"Play\" title=\"ResponsiveVoice Tap to Start\/Stop Speech\"><span>&#128266; Listen to this article<\/span><\/button>\n        <script>\n            listenButton1.onclick = function(){\n                if(responsiveVoice.isPlaying()){\n                    responsiveVoice.cancel();\n                }else{\n                    responsiveVoice.speak(\"Nothing excites a customer more than seeing themselves included in advertising campaigns, marketing messages, and branded content pieces that are focused on authentic representation of their demographic identities. While advertising agencies, creative boutiques, PR firms, and many other companies involved in inclusive marketing campaigns are trying their best to show diverse representation, to avoid tokenism and performative allyship, absolutely all the professionals in these companies should have a firm and authentic understanding of their target market. Otherwise, your company risks producing an inch-deep marketing strategy with diverse cast members just for the sake of diversity and without the necessary thoughtful consideration that actually attracts and retains customers.\u00a0 How can you infuse authenticity into your inclusive marketing campaigns? Most powerfully, you should consider the value of documentary-style narratives and content. This article also proposes three actionable tactics for marketing and advertising professionals to consider when working on a campaign or strategy that targets diverse and inclusive markets. But first, let\u2019s take a look at the market impact of documentary-style narratives versus scripted content. The Power of Truth and Documentary-Style Content What I mean by \u201cdocumentary-style content\u201d is any narrative given by a real person \u2013 not an actor \u2013 who is authentically sharing their own story and their own experiences. As the name suggests, any kind of production that takes on a journalistic approach also provides a sense of realness and authenticity to its target audiences.\u00a0 These types of content document a truthful representation of one person\u2019s unique, individual experience, or the experience of a group of people. They are relatable and human-centered. They focus on a singular, real-life narrative, not one that is made up, edited, or aspirational.\u00a0\u00a0 One great example of that content is the Ford campaign called New Power Suit, which showcases the real, lived experience of Patrice Banks \u2013 owner of Girls Auto Clinic. Patrice is an engineer, mechanic, and entrepreneur who created a business centered around women (and predominantly, women of color) in the auto repair industry. Her appearance in Ford\u2019s spot is part of their initiative in showcasing entrepreneurs, culture-shifters, and game-changers who are changing the narrative of their industries.\u00a0 The beauty of this campaign is it\u2019s acute representation of the story as it is. In the video, Banks is surrounded by her colleagues and friends, talking directly to the camera about the work they do and the intention behind it. This production exemplifies the power of a documentary style and authentically represents a real character with a true, lived experience Ok, But What About Scripted Content? Today, the majority of commercials and short-form videos rely heavily on creative concepts and storyboards produced by ad agencies with the dual purpose of entertainment and engagement. They naturally go through the process of script writing, pre-production, auditions, casting, videography, and video editing to produce a narrative that is polished and professional, with the right key words and call to action. These ads rely on a willing suspension of disbelief so that, even though customers are aware that the content is performative and fictional, they still connect with it, appreciate it, and often feel an authentic emotional reaction.\u00a0 As an example, take a look at the Stuttering Association for the Young\u2019s (SAY) heartwarming storytelling spot called \u201cIn The Spotlight\u201d (produced by BBDO). Even though these are scripted scenes with actors performing each of the roles, the cinematic feel of this campaign touches the heart and highlights a lived experience that many people may be unaware of. What\u2019s also powerful about the making of this campaign is that BBDO copywriter Aaron Marshall has a lived experience that is relevant to the narrative of the story. In his retelling, Marshall expresses how his personal experience of growing up with a stutter, along with being a stellar copywriter at the agency, aided him in writing this particular spot \u2013 an authenticity that shines through in every scene.\u00a0 The key takeaway here is that, even though the SAY spot is not a documentary-style narrative, by employing a diverse team of employees (like Aaron Marshall) and cultivating an inclusive workplace culture where those employees feel empowered to bring their full selves to work, SAY manages to tap into an authenticity of lived experience that enlivens their spot and makes it ring true.\u00a0 Now, let\u2019s dive into a behind-the-scenes strategy of actionable tips you can employ to\u00a0 produce more authentic inclusive marketing content.\u00a0 Step One: Immersion \u2013\u00a0 Get To Know Your Audience Imagine you are working with your team and are presented a brief from one of your clients that targets a specific demographic community. Your first step should be cultural learning. Get to know your audience through online research and immersion \u2013 not just internet searching alone. Find ways to connect with the target community by showing interest in their culture and by initiating conversation. Simple ways to do that are by reaching out to a colleague, neighbor, community organization, or friend of a friend you may not know yet.\u00a0 Ask questions, but make sure to approach the conversation with respectful admiration for their culture and their individual lived experience. You may also want to consider paying these people for their time or even just buying them coffee while you talk. In any case, make sure you are not taking advantage of them for the benefit of the campaign.\u00a0 In fact, you might start by researching articles, publications, and other online content that talks about the misrepresentation of that group and false narratives that have been promoted in the past. Consider how those misrepresentations can be a starting point for a conversation, both within your workspace and outside of it. This is definitely the starting point before even thinking about how to represent that demographic in your marketing campaign. Also, remember that no community is a monolith, and every person will have a unique experience and perspective.\u00a0 Step Two: Experience \u2013 Conduct Research with Real People Focus groups, questionnaires, and surveys are common practice within market research departments in many companies, and they\u2019ve been around for decades. One fresh approach to these research tools is to conduct a focus group with the particular target group you are addressing, but present a series of questions that are centered around their lived experiences not just how they consume the marketed product or service.\u00a0 Allow the participants to simply talk about their everyday lives, interests, challenges, likes and dislikes. Give them space to speak with authenticity, and listen with an open mind that could shift what you think you already know. Remember that you are not there to counsel them or exploit their perspectives but to listen carefully and create a product or service that serves them well. These conversations can give you at least a little understanding of what it\u2019s like to walk in their shoes. Step Three: Inclusion \u2013 Give Your Employees Open Permission to Share Their Narratives After researching the lived experience of your target audience both online and in-person, take a look at your own internal team, and allow your employees (or colleagues) to share their own authentic narratives and experiences. Remember to be considerate of your privilege in terms of seniority and power in the team, and make it clear to your team that all sharing is voluntary and not required. Open the opportunity for people who identify as part of your target demographic to take the lead on this campaign, with their consent and comfort being taken into consideration. Professionals from underrepresented groups \u2013 and especially\u00a0 those who currently work in junior positions within the organization \u2013 may need that personal request and safe space to share their perspectives.\u00a0 In conclusion, immersion, experience, and inclusion create opportunities for honest storytelling by nurturing relationships within your target markets. They also allow you to move beyond surface-level, performative representation to better showcase authentic narratives driven by personal experience.\u00a0 These are key steps for any creative team within marketing, advertising, or PR firms to take before producing content that specifically targets a certain demographic group. As a first step forward, consider how you can implement these practices with your team the next time you are presented with a creative brief to produce inclusive, authentic marketing content.\", \"US English Male\");\n                }\n            };\n        <\/script>\n     <\/br><br \/>\n<span style=\"font-weight: 400;\">Nothing excites a customer more than seeing themselves included in advertising campaigns, marketing messages, and branded content pieces that are focused on authentic representation of their demographic identities.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While advertising agencies, creative boutiques, PR firms, and many other companies involved in inclusive marketing campaigns are trying their best to show diverse representation, to avoid <\/span><a href=\"https:\/\/thediversitymovement.com\/diverse-hiring-in-tech-preventing-tokenism-with-stravas-shailvi-wakhlu\/\"><span style=\"font-weight: 400;\">tokenism<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/thediversitymovement.com\/activating-growth-with-multicultural-marketing\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">performative allyship<\/span><\/a><span style=\"font-weight: 400;\">, absolutely all the professionals in these companies should have a firm and authentic understanding of their target market. Otherwise, your company risks producing an inch-deep marketing strategy with diverse cast members just for the sake of diversity and without the necessary thoughtful consideration that actually attracts and retains customers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How can you infuse authenticity into your inclusive marketing campaigns? Most powerfully, you should consider the value of documentary-style narratives and content. This article also proposes three actionable tactics for marketing and advertising professionals to consider when working on a campaign or strategy that targets diverse and inclusive markets. But first, let\u2019s take a look at the market impact of documentary-style narratives versus scripted content.<\/span><\/p>\n<h3>The Power of Truth and Documentary-Style Content<\/h3>\n<p><span style=\"font-weight: 400;\">What I mean by \u201cdocumentary-style content\u201d is any narrative given by a real person \u2013 not an actor \u2013 who is authentically sharing their own story and their own experiences. As the name suggests, any kind of production that takes on a journalistic approach also provides a sense of realness and authenticity to its target audiences.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These types of content document a truthful representation of one person\u2019s unique, individual experience, or the experience of a group of people. They are relatable and human-centered. They focus on a singular, real-life narrative, not one that is made up, edited, or aspirational.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One great example of that content is the Ford campaign called <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=VGn-PdmrFCw\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">New Power Suit<\/span><\/a><span style=\"font-weight: 400;\">, which showcases the real, lived experience of<\/span><a href=\"https:\/\/www.patricebanks.com\/\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">Patrice Banks<\/span><\/a><span style=\"font-weight: 400;\"> \u2013 owner of Girls Auto Clinic. Patrice is an engineer, mechanic, and entrepreneur who created a business centered around women (and predominantly, women of color) in the auto repair industry. Her appearance in Ford\u2019s spot is part of their initiative in showcasing entrepreneurs, culture-shifters, and game-changers who are changing the narrative of their industries.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The beauty of this campaign is it\u2019s acute representation of the story <\/span><i><span style=\"font-weight: 400;\">as it is<\/span><\/i><span style=\"font-weight: 400;\">. In the video, Banks is surrounded by her colleagues and friends, talking directly to the camera about the work they do and the intention behind it. This production exemplifies the power of a documentary style and authentically represents a real character with a true, lived experience<\/span><\/p>\n<p><a href=\"https:\/\/thediversitymovement.com\/library\/%20\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone wp-image-8876 size-large lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-1024x341.png\" alt=\"TDM Library: your one-stop-shop for update, expert DEI Resources. Explore the platform with a free trial. Click here to learn more.\" width=\"1024\" height=\"341\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-1024x341.png 1024w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-600x200.png 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-300x100.png 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-768x256.png 768w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A.png 1200w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/341;\" \/><\/a><\/p>\n<h3>Ok, But What About Scripted Content?<\/h3>\n<p><span style=\"font-weight: 400;\">Today, the majority of commercials and short-form videos rely heavily on creative concepts and storyboards produced by ad agencies with the dual purpose of entertainment and engagement. They naturally go through the process of script writing, pre-production, auditions, casting, videography, and video editing to produce a narrative that is polished and professional, with the right key words and call to action. These ads rely on a willing suspension of disbelief so that, even though customers are aware that the content is performative and fictional, they still connect with it, appreciate it, and often feel an authentic emotional reaction.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As an example, take a look at the Stuttering Association for the Young\u2019s (SAY) heartwarming storytelling spot called \u201c<\/span><a href=\"https:\/\/www.youtube.com\/watch?v=mp9voC0QymU\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">In The Spotlight<\/span><\/a><span style=\"font-weight: 400;\">\u201d (produced by BBDO). Even though these are scripted scenes with actors performing each of the roles, the cinematic feel of this campaign touches the heart and highlights a lived experience that many people may be unaware of.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What\u2019s also powerful about the making of this campaign is that BBDO copywriter<\/span><a href=\"https:\/\/www.linkedin.com\/in\/aaron-marshall-19aa35129\/\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">Aaron Marshall<\/span><\/a><span style=\"font-weight: 400;\"> has a <\/span><a href=\"https:\/\/musebycl.io\/health\/copywriters-experience-inspired-bbdos-new-psa-about-stuttering\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">lived experience that is relevant to the narrative of the story<\/span><\/a><span style=\"font-weight: 400;\">. In his retelling, Marshall expresses how his personal experience of growing up with a stutter, along with being a stellar copywriter at the agency, aided him in writing this particular spot \u2013 an authenticity that shines through in every scene.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The key takeaway here is that, even though the SAY spot is not a documentary-style narrative, by employing a diverse team of employees (like Aaron Marshall) and cultivating an inclusive workplace culture where those employees feel empowered to bring their full selves to work, SAY manages to tap into an authenticity of lived experience that enlivens their spot and makes it ring true.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now, let\u2019s dive into a behind-the-scenes strategy of actionable tips you can employ to\u00a0 produce more authentic inclusive marketing content.\u00a0<\/span><\/p>\n<h3>Step One: Immersion \u2013\u00a0 Get To Know Your Audience<\/h3>\n<p><span style=\"font-weight: 400;\">Imagine you are working with your team and are presented a brief from one of your clients that targets a specific demographic community. Your first step should be cultural learning. Get to know your audience through online research<\/span><i><span style=\"font-weight: 400;\"> and immersion <\/span><\/i><span style=\"font-weight: 400;\">\u2013 not just internet searching alone.<\/span> <span style=\"font-weight: 400;\">Find ways to connect with the target community by showing interest in their culture and by initiating conversation. Simple ways to do that are by reaching out to a colleague, neighbor, community organization, or friend of a friend you may not know yet.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ask questions, but make sure to approach the conversation with respectful admiration for their culture and their individual lived experience. You may also want to consider paying these people for their time or even just buying them coffee while you talk. In any case, make sure you are not taking advantage of them for the benefit of the campaign.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, you might start by researching articles, publications, and other online content that talks about the misrepresentation of that group and false narratives that have been promoted in the past. Consider how those misrepresentations can be a starting point for a conversation, both within your workspace and outside of it. This is definitely the starting point before even thinking about how to represent that demographic in your marketing campaign. Also, remember that no community is a monolith, and every person will have a unique experience and perspective.\u00a0<\/span><\/p>\n<h3>Step Two: Experience \u2013 Conduct Research with Real People<\/h3>\n<p><span style=\"font-weight: 400;\">Focus groups, questionnaires, and surveys are common practice within market research departments in many companies, and they\u2019ve been around for <\/span><i><span style=\"font-weight: 400;\">decades<\/span><\/i><span style=\"font-weight: 400;\">. One fresh approach to these research tools is to conduct a focus group with the particular target group you are addressing, but present a series of questions that are centered around their lived experiences not just how they consume the marketed product or service.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Allow the participants to simply talk about their everyday lives, interests, challenges, likes and dislikes. Give them space to speak with authenticity, and listen with an open mind that could shift what you think you already know. Remember that you are not there to counsel them or exploit their perspectives but to listen carefully and create a product or service that serves them well. These conversations can give you at least a little understanding of what it\u2019s like to walk in their shoes.<\/span><\/p>\n<h3>Step Three: Inclusion \u2013 Give Your Employees Open Permission to Share Their Narratives<\/h3>\n<p><span style=\"font-weight: 400;\">After researching the lived experience of your target audience both online and in-person, take a look at your own internal team, and allow your employees (or colleagues) to share their own authentic narratives and experiences. Remember to be considerate of your privilege in terms of seniority and power in the team, and make it clear to your team that all sharing is voluntary and not required. Open the opportunity for people who identify as part of your target demographic to take the lead on this campaign, with their consent and comfort being taken into consideration. Professionals from underrepresented groups \u2013 and especially\u00a0 those who currently work in junior positions within the organization \u2013 may need that personal request and safe space to share their perspectives.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In conclusion, immersion, experience, and inclusion create opportunities for honest storytelling by nurturing relationships within your target markets. They also allow you to move beyond surface-level, performative representation to better showcase authentic narratives driven by personal experience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These are key steps for any creative team within marketing, advertising, or PR firms to take before producing content that specifically targets a certain demographic group. As a first step forward, consider how you can implement these practices with your team the next time you are presented with a creative brief to produce inclusive, authentic marketing content.<\/span><\/p>\n<p><a href=\"https:\/\/thediversitymovement.com\/library\/%20\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone size-large wp-image-8041 lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-1024x85.png\" alt=\"Display ad for TDM Library. Text says &quot;Find more content like this in TDM Library. Start my free trial&quot;\" width=\"1024\" height=\"85\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-1024x85.png 1024w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-600x50.png 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-300x25.png 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-768x64.png 768w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A.png 1200w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/85;\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nothing excites a customer more than seeing themselves included in advertising campaigns, marketing messages, and branded content pieces that are focused on authentic representation of their demographic identities. While advertising15<\/p>\n","protected":false},"author":2,"featured_media":5378,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[57,5],"tags":[],"tdm_type":[92],"class_list":["post-5376","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inclusive-marketing-sales","category-blogs","tdm_type-articles"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Guest Blog: The Power of Narrative in Your Inclusive Marketing Campaigns &amp; Branded Content - The Diversity Movement<\/title>\n<meta name=\"description\" content=\"How can you infuse authenticity into your inclusive marketing campaigns? This article proposes three actionable tactics for marketing and advertising professionals to consider when working on a campaign or strategy that targets diverse and inclusive markets.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thediversitymovement.com\/power-of-narrative-in-inclusive-marketing-campaigns-branded-content\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Guest Blog: The Power of Narrative in Your Inclusive Marketing Campaigns &amp; Branded Content - The Diversity Movement\" \/>\n<meta property=\"og:description\" content=\"How can you infuse authenticity into your inclusive marketing campaigns? 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