Now this is the story… Lauder embraces micro-storytelling strategy
Estee Lauder has embraced a new marketing strategy it’s dubbed ‘micro-storytelling’, according to a report published by WARC.
The brand’s VP/Global Consumer Marketing and Engagement, Tricia Nichols told an audience at the 2018 CommerceNext conference that the term referred to the practice of eschewing one ‘big’ idea in favour of ‘smaller, more frequent narratives’ in a bid to build a rapport with consumers.
“Most brands have one thematic story, one message, that they’re telling over and over and over, and maybe in different ways,” said Nichols, per WARC. “You’re not going to get somebody to bong to you because you just told them one story, one time. And, often, brands will have that one story that they stick to.
“But micro-storytelling means that I may tell a story about science, and love of science for skin care. I may tell a story about how to… Or I may tell a story about something else entirely.”
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