Yahoo!

Helping marketers become better storytellers

Yahoo! turned to us to help its marketers become better storytellers and build stronger relationships with consumers, by better understanding how to leverage paid, owned, and earned media.

After conducting a multi-phase qualitative and quantitative insights program we learned that the most effective brands build a narrative arc similar to human relationships.  Paid media is about building the initial attraction.  Owned media deepens the relationship by helping people know what the brand stands for.  Earned media is where trust, reciprocity, accountability, and passion lie.

Yahoo! says the work became one of the core narratives to their content social strategy and opened up meetings with hundreds of agencies and clients.

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