Digital Campaigns — Focus on quality and storytelling

Anthony Acosta
4 min readFeb 10, 2016

Better conversions through quality storytelling and narrative control.

In creating ads for a large media company, I have come to realize that so many people in the Ad industry are really clueless when it comes to creating online marketing campaigns. I think many marketers and media representatives are uncomfortable with online campaigns and tend to fall back on what they know from traditional media. Because they are more comfortable in that medium, they tend to transfer a lot of that into their campaigns which they turn around and sell to unsuspecting advertisers. They sell Facebook posts and Twitter mentions using terms like frequency and roadblocking. All the while, they are missing the point that social media is SOCIAL. They can just post the print ad on Facebook and that will be good enough to market the business.

It’s not.

When creating your digital campaign and social campaigns marketers tend to fall short by not creating a narrative that tells a story.

How do I tell a story?

First of all remember your consumer purchase funnel. Tie each ad or element to a stage of the funnel.


For example: Use video to create awareness, then move on to entertaining memes that create interest. From that show people using or consuming your product in order to inspire desire. Then above all, “always be closing” ensure that when it comes time to take action, the solution is only a click away.

When engaging in the social networks, whether it’s facebook, twitter, instagram, or whatever flavor you’re wanting to push, your storytelling should ALWAYS be authentic. The key secret to making successful campaigns is to use real people, real stories, real feelings to tell your story and push the awareness envelope.

In addition to the realness of it all, you should always try to engage the emotions of your audience. Inspire them, let them know that you are with them, in their needs and you empathize with them, and that you can help. They may know your company, but are they familiar with your human/personal side?

An important note about creating your narrative. Avoid industry speak. I’ve seen too many ads that try to sell me something that I have no clue what they are referring too.

iLasik Ads?

Someone just randomly throws a number at me as if I’m supposed to know if that’s a good deal? What is iLasik going to do for me, and why is $3000 such a bargain? I don’t know. I don’t care. On the other hand, show me how my life will be better without glasses, and what an adventure I can have without the worry, and with clear eyesight, and I’m hooked. Let’s talk about this, tell me more! Don’t worry about the price, I want to know what it will do for me. We’ll figure out the cost later!

Car Ads

Oh look, a new truck for only $5,000. Wait a minute, that’s just a factory discount. Ugh, so what’s the price? Now I’m fixated on the price. Tell me, how much is it going to cost? No No No. Show me a beautiful vehicle, then tell me how much it money it will save me. Promise me it’s affordable and invite me to come have a chat about it while we enjoy a beautiful test drive.

You will connect on a much deeper level with your potential consumer if the narrative you have is REAL. Use plain english to get your message out, but make sure your message can be understood by everyone, and at just a glance.

Here’s some ideas on what kind of story telling may work for you.

  • What’s your company doing
  • What new stuff have you learned (in your industry)
  • What cool thing behind the scenes can you share

Want to be relevant? Watch the trending topics. Although many of them won’t be relatable, you will find a narrative that will identify with you and that you can use to participate in and passively push your brand. Let your target consumers to dictate the topics but steer them towards your brand’s positive message to brand awareness and brand interest.

How to engage

  • Give updates that reveal your story
  • When you post a photo, make sure you put some creativity into the caption to support your story. Put some thought into it.
  • Issue a series of tweets that each teases part of a story, but as a whole, can be read as your captivating message.
  • Remember that each narrative has to follow storytelling guidelines. Opening, Rising Action, climax, Falling Action and Resolution.

Remember, Social media and online advertising is more than just talking at people, it’s “conversing” with them. It’s a two way street and if you want to win at it, you need quality story telling. You need to listen. Get involved with your consumers and connect with them.

This is how your going to control your brand’s future and succeed.



Anthony Acosta

I'm a project manager, web marketing consultant, web developer, Photoshop guru and photographer - all rolled into one.