Storytelling is becoming increasingly prevalent as brands look to grab the attention of consumers. If they relay information through a narrative, people are more likely to connect emotionally. Stories also help people understand complex issues or non-tangible services. With the explosive growth of social media and content marketing, the opportunities to tell stories as part of a marketing campaign has become a priority.
Hymans Robertson required a clear proposition for Trustees. They felt that the way in which they work with their clients is what really sets them apart – competitors are generally sales-focussed and heavily influenced by the needs of shareholders. They were looking for a campaign that was authentic, and true to their values.
By searching deep for the ‘unique truth’, we discovered the strength and length of their client relationships – it has even been recognised with an award. After interviewing a selection of key trustees, we developed ‘Trustee Tales’ which focused on the personal anecdotes of the Hymans Robertson leadership team with their clients. We scripted and animated a series of short stories which were shared on social media and distributed through targeted direct marketing. We also produced the concepts for their stand at the PLSA Conference.