ProLabel Insights: Lauder embraces micro-storytelling strategy

Our take: Effort is being made to maintain connection with consumers via ongoing storylines...

Estee Lauder has embraced a new marketing strategy it’s dubbed ‘micro-storytelling’, according to a report published by WARC.

The brand’s VP/Global Consumer Marketing and Engagement, Tricia Nichols told an audience at the 2018 CommerceNext conference that the term referred to the practice of eschewing one ‘big’ idea in favour of ‘smaller, more frequent narratives’ in a bid to build a rapport with consumers.

“Most brands have one thematic story, one message, that they’re telling over and over and over, and maybe in different ways,” said Nichols, per WARC.

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