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So … what's your impact story? Telling human-centric brand stories that move the needle

Megan Gilbert  (Vice President, FORTUNE Brand Studio, Fortune Media)

Lauren Chomiuk  (Director of Program Management, FORTUNE Brand Studio, Fortune Media)

Location: Room 152B

Date: Thursday, September 28

Time: 1:55 pm - 2:35 pm

Pass Type: All Access Pass, Main Conference Plus, Main Conference, Digital Pass - Get your pass now!

Audience Level: Intermediate

Conference Theme: B2B

Session Type: Session

Track: Storytelling Techniques

Vault Recording: TBD

Audience Level: Intermediate

Storyblok

In today’s increasingly conscious, purpose-driven world, businesses must prioritize environmental, social, and governance (ESG) efforts and responsible practices to attract and retain customers and employees and remain competitive in the future. According to Gartner, 83% of business leaders say their sustainability programs directly created both short- and long-term value for their organizations. In this climate, corporate promises about ESG ring hollow without meaningful action and impact.

How can brands do this? By taking a human-centric approach. The award-winning FORTUNE Brand Studio (FBS) team is proud to tell stories of impact on behalf of our global clients. We’ve been on the ground all over the world—from Peoria, Ill., to the highlands of Peru—highlighting businesses that are creating a better future for people and the planet.

In this presentation, VP of FBS Megan Gilbert and FBS Director of Program Management Lauren Chomiuk will discuss the impact storytelling success of the multiple award–winning Salesforce+ series The Ecopreneurs, which took the Fortune and Salesforce teams around the globe to profile planet-changing, innovative companies fighting the climate crisis. This three-time Anthem Award–winning program also garnered 26x international creative awards (and was shortlisted for an additional 9x, including the to-be-announced “Branded Content Campaign of the Year” and “Project of the Year” Content Marketing Awards).

This session will help you understand the value of impact storytelling, the effectiveness of human-centric storytelling, the critical collaboration between a brand and a media partner to achieve unprecedented success metrics, and how a campaign and a series helped to align a global brand with one of its core values—and raise money to help innovative ecopreneurs save the planet.

Takeaway

  • The value of impact storytelling
  • The effectiveness of human-centric storytelling
  • The behind-the-scenes critical collaboration between a brand and a media partner to achieve unprecedented success metrics
  • How to execute a campaign and a series that aligns a global brand with one of its core values