NEW YORK, NY / ACCESSWIRE / January 13, 2023 / Real is in - made up, fabricated, and scripted may be on its way out. Now more than ever, consumers crave authenticity when deciding which brands to spend their money on. With research showing that 90% of buyers say authenticity is a decisive factor in their spending choices, brands now have more reason to take a more genuine and down-to-earth approach in marketing campaigns.
Juniper Media, a New York-based creative agency, has tapped into a way to bring that authenticity to life by bridging the divide between journalism and branding to produce narratives that have a big impact on consumers. Global brands have benefited from the agency's distinctive narrative ability to increase brand awareness, including Indeed, FUJIFILM, and Favor. In a world where brands constantly compete not only for eyeballs, but for audiences to personally relate to their values, the trend of using real people and their stories is proving to make the difference when it comes to having messages authentically resonate with a changing consumer landscape.
Brands choose Juniper Media in part because of its seasoned staff of accomplished journalists, which includes its founder and chief creative strategist, Madeline Moitozo. This plays a key role in the agency's ability to craft and create captivating narratives for its clients based in reality, like a recent campaign aimed at ending stigma around hiring formerly incarcerated jobseekers for Indeed or a video and editorial campaign for Zendesk, where production house Even/Odd Films tasked Juniper with finding real stories about people making a unique difference in the world which won the Tribeca X Award for Best Series.
Through their campaigns, Juniper helps brands' values shine through their marketing efforts, which range from digital video to social media campaigns, and editorial, often with an agenda for social impact.
"Real stories are the simplest way to connect and empathize with our eclectic and diverse audience," says Victor Ha, VP of Electronic Imaging Division and Optical Devices for FUJIFILM. "Juniper is a great partner because their culturally sensitive approach is a great complement to their deep understanding of how communities are built upon shared stories and experiences," Ha adds. Juniper was tasked with finding aspiring photographers with stories worth telling for Fujifilm's Create Forever campaign.
"There are so many companies that, in addition to wanting to thrive financially, are eager to inject more reality into their marketing efforts by using genuine stories rather than actors and models. We get to help them do that because we've spent our careers keeping a pulse on what's happening in the world and crafting our storytelling skills for news outlets," says Founder and CEO of Juniper Media, Madeline Moitozo.
Credit: Madeline Moitozo
For the creation of short documentaries, commercials, or editorial campaigns, Juniper Media provides a wide range of services, working closely with internal teams of socially conscious industry thought-leaders to ensure the stories they help bring to life accurately reflect the brand's mission and personality.
Madeline is an experienced journalist who has worked for media outlets like MSNBC, Teen Vogue, and VICE as a writer and producer. From her eight years in journalism, she's learned that a story can have a far greater effect and reach when it is utilized as part of a company's brand positioning than when it is part of the typical editorial schedule.
Madeline founded Juniper Media in 2019 and, through word-of-mouth and the distinctiveness of her strategy, has made a statement in the marketing scene as demonstrated by the acquisition of a number of global brands as clients. As the company's list of unique people and stories has grown, they saw the value in offering "story banks" as a distinct service, which businesses may accumulate and use as a resource for various campaigns.
Businesses like Dove, Bumble, and Spotify have also effectively used real people and their stories to humanize their brands and make them more relatable to customers. The idea of "story banks" goes one step further: Juniper builds a library of people with true stories relevant to the brand that may be incorporated over time into its marketing efforts.
In order to construct a database of stories that businesses may utilize, Juniper Media recently introduced "Share Your Story," a function to their website that will allow users to contribute their experiences, images, and videos.
"At the end of the day, it is all about engaging consumers with a brand through a compelling narrative. When done well, compelling documentaries and films may play a crucial role in the narrative arc. We have been lucky to work on stories that have come to life in ads during the Super Bowl and the Academy Awards, and knowing that meaningful stories we find are getting that kind of leverage feels really rewarding, " says Madeline Moitozo.
At Juniper Media, there is an unapologetic focus on social justice narratives for causes that companies want to stand behind, whether it is stronger DEI initiatives, providing financial support for employees' abortions, or for companies that want to showcase their values in a powerful way.
In order to provide her customers with services, Madeline has access to a wide network of experienced journalists that work with her on a project-by-project basis. It's a win-win situation for the agency and the journalists since they receive attractive opportunities that help to offset the risks of working as freelance journalists, and the agency and its clients gain from their narrative skills.
Madeline graduated from the University of California, Santa Cruz, with a master's degree in international relations and affairs as well as a degree in legal studies. Though an American by birth, she has a highly global outlook, especially in light of her prior work for USAID as a program support expert in nations like Ghana and Benin. She furthered her global lens on the front lines, covering human rights concerns in Southern Africa and Bangladesh.
Madeline is particularly interested in stories that address themes like human rights, racial inequality, and gender equity. She hopes that through Juniper Media, she will be able to collaborate with a large number of clients that are interested in telling narratives that will have a beneficial influence on society.
"One thing I have learned over the years is that some of the most powerful stories come from the most unlikely places. Whether working as a journalist or now leading this company, I've spent countless hours listening to people share who they are and what's important to them. Everyone has a story to tell, you just need to know where to look and how to ask the right questions," concludes Madeline Moitozo.
About Juniper Media
Juniper Media collaborates intimately with global brands and organizations, harnessing the power of journalistic storytelling to create media for social impact. They increase awareness, expand audiences, and elevate social media presence with a dynamic and collaborative approach. Founded by journalists with special expertise in crafting stories, they create content around gender equality, veteran issues, climate change, social justice, and LGBTQ+ and other perspectives. Their work is made from soup to nuts through extensive narrative research, casting, writing, and production.
Media Contact:
Name: Madeline Moitozo
Email: madeline@juniper-media.com
SOURCE: Juniper Media
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