In an arena where brands and marketers have forever emphasized on the importance of storytelling, ‘storyliving’ is touted to be the next most important phase in the life of a brand. Under ‘storyliving’ consumers experience brand narrative, Younghee Lee, global chief marketing officer, Samsung and Susan Buckner Rose, product marketing director, Instagram, said.
The duo spoke on the topic, ‘Dreamers with Purpose: The Next 50 years’. The session was moderated by Benjamin Braun, CMO, Samsung Europe.
According to Lee, the real impact of technology, is about transformation and how it can touch people’s lives in more ways than just one way. Interestingly, Samsung’s marketing campaigns have been built around how technology has been used to tackle several issues in many countries. For instance, dyslexia in Spain, autism in Italy and tragedy from depression in Thailand (2018).
“Humanity has always been at the heart of the brand which has been imperative for its growth. The approach has been accepted by Gen-Z,”he added.
Meanwhile, Rose remarked that Gen-Z is about self-expression and it is here that social media platforms such as Instagram helps them to express themselves and connect with brands. “80% of the millennials follow businesses on Instagram. This is also the reason behind the rise of social influencers. These stories have turned into revenue streams for influencers, who have always worked in favour of Instagram, while marketing products to millennial,” she noted.
The duo agreed Lee and Rose that even as the current generation want brands to authentic in their storytelling, they are seeking a tech-life balance. “For brands, connecting with GenZ is about harnessing storyliving, not story-telling,” Lee said. She cited Samsung’s recent campaign in India, #IndiaReadyAction. The campaign urged Gen-Z and millennials, to share their vision of Real India through videos that help break stereotypes which exist about the country.