Episode 17

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Published on:

25th Sep 2017

EWS017: Baked Beans & Story: A Story Marketing Case Study

Today is the first of what I plan to be periodic ‘case study’ episodes bringing the best story marketing campaigns, concepts and ideas to you to help you grow and learn more about using story to move people to take action for your brand.

And in this episode, this is the story of Geoff. Nobody knew where young Geoffrey’s obsession came from. All anyone knew, was that the boy loved Beanz. In fact, they were his entire life. Geoff’s story is a beautifully crafted and executed brand story, released earlier this month by Kraft Heinz Australia.  That’s right Beanz means Heinz… those guys.

I’ll be breaking down for you my thoughts and takeaways from this latest storytelling campaign that really stood out for me. This is the first of what I plan to be periodic ‘case study’ episodes bringing the best story marketing campaigns, concepts and ideas to you to help you grow and learn more about using story to move people to take action for your brand.

The Geoff story is a nationwide integrated campaign grounded by a beautifully produced 3 minute animated short, produced by Y&R New Zealand and Assembly.

In this episode

  • The ability for the intended audience to relate with the characters, situations, settings and plot points with in the film
  • The they used intrigue to keep a viewer engaged through the story
  • How the story structure relates to the need for the main film to be segmented into a series of shorter TVC spots and this plays out 
  • The micro story formats for the 15 and 30 second spots

  • How this whimiscal brand story is able to tie in so nicely to the real world product released on our supermarket shelves.

Links in this Episode

Vimeo Video of 'Geoff the Film'

Heinz Beanz Australia Campaign Brief - includes short segments

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About the Podcast

Engage Video Marketing Podcast
I'm on a mission to develop confident Video Strategists... join me with weekly episodes.
The Engage Video Marketing Podcast is a weekly show with a mission to grow confident Video Strategists. Each week your host, leading video strategist Ben Amos will share world-class guest interviews, video strategy training, latest social video trends, case studies tips and tactics to help develop in confidence as a Video Strategist to better serve your clients and grow businesses.

Learn more and take the next steps to become a confident video strategist at https://www.engagevideomarketing.com
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About your host

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Ben Amos

Ben is a passionate online video strategist, entrepreneur, video producer, speaker and educator working with savvy brands across Australia and the world to connect them to their ideal audiences through effective online video marketing. He is the Owner and Creative Director of Innovate Media, an online video strategy and production agency based out of the Sunshine Coast, Australia.

As host of the Engage Video Marketing Podcast, and creator of the Online Video Strategy Blueprint Ben’s mission is to help other creatives, marketers, entrepreneurs and video producers better understand how to attract, engage and convert audiences online with video.

At the heart of it all, Ben believes that effective online video content has strategy at its core. As content producers, marketers or business owners we must rise up against the ‘avalanche of average’ video content surrounding digital audiences today and deploy video strategically, deliberately and creatively across platforms for maximum results.

Behind this, Ben’s a proud Dad of two daughters, a family guy and an adventurous Aussie who loves building sandcastles with his kids at any of the beautiful beaches of his home town on the Sunshine Coast, Australia.