The global, multimedia campaign also managed to score high on social media. It was a perfect answer to critical messages about (fast food) food products that had an unnaturally long shelf life. An answer for which Burger King hardly needed any words. With its strong visual trigger, the (relatively long) video managed to score unprecedented numbers on social media such as Facebook, Instagram, Twitter and YouTube.
But back to the content: the story itself. Because what are we going to tell now? It will not phone number library surprise you that we are not going to explain a 5-part book series in a Facebook or Instagram post. No, this is where the art of dividing and filtering comes in. For example, Burger King could easily have highlighted all kinds of aspects of their policy on artificial additives and more natural products; as a brand you quickly want to tell too much. But Burger King managed to reduce their story to the core, so short, powerful and obvious that it became genius.
The overarching story is often a given. Whether this is an all-encompassing brand story or a piece of storytelling that you want to link to a specific campaign message. But in order to convey the story in social media posts, we will have to cut the matter up. The number of elements that you retain depends on the complexity of your message. Good preliminary research is therefore not an unnecessary luxury. Get stuck into the story and the context, make it your own. Then you can divide the story. First into chapters, then into paragraphs and ultimately you want to have one paragraph left. You put the core of that in a nice post that you can share with your audience. In this way, all the separate paragraphs (posts) eventually add up neatly to the story with which you wanted to conquer your audience.
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