Women of Story Speak at 3% Conference in NYC
Our very own, Nicole Ogoff and Jacqueline Lieberman, Managing Partners of Story Worldwide, took the stage at the 3% Conference. Until founder Kat Gordon came along, only 3% of Creative Directors were women. The 3% Conference is an annual event to change the ratio because the more varied the people who come up with ideas, the better the ideas will be.
The panel was meant to demonstrate the power of brand storytelling. We were joined by Leslie Miller, Director of Ice Cream for North America at Unilever, where we presented a case study about creating a modern story for Good Humor ice cream. We were excited to share our approach to Storymaking - however we were more excited to illustrate how we measure impact to give marketers confidence to go to market. Who doesn't want a competitive advantage?
We started by finding Good Humor a meaningful Story Platform ("Childhood Delivered") via a strategic workshop of narrative exercises. Then, we tested it with our proprietary methodology called StoryScore against in-market TV ads by Blue Bunny, a formidable retail competitor. Through this methodology, we proved which stories emotionally resonated with people. This is critical since 95% of human decision making is influenced by emotion. And that’s why stories sell, not ads.
Leslie Miller says, "as much as I’m obsessed with the Storymaking process and the impact that narratives have on our lives, I’ve found very few ways to measure their effectiveness for a business that uses engaging stories to connect with its audience."
It was a fantastic day, surrounded by bad-ass women changing the ratio for gender balance in creative leadership. We had so much fun presenting why brands with the best stories win hearts, minds and wallets! We plan to be there again next year.
#3percentconference #changetheratio #StoryScore