SB Story is a multi-year campaign effort. Originally, the campaign focused on generating social media photos and stories from passionate fans and locals in Santa Barbara. The goal was to build a rich content library and to find new ways to tell the Santa Barbara story to highly targeted audiences on social media. The campaign focused on stimulating engagement and conversation around the #SBstory hashtag.
Following the success of the first campaign, Sparkloft and Visit Santa Barbara re-engineered the concept to create a deeper emotional resonance that would inspire new visitors. We uncovered three promising Santa Barbara locals and built a four episode social media series highlighting their lives and passions. What connected all three individuals was that they made something in Santa Barbara that a visitor could experience.
The video storytelling strategy went beyond simply interviewing locals and showcasing highlight reel locations. Consumers are skeptical of overly branded video content that is all gloss and no passion. To trigger a connection with viewers, Sparkloft and Visit Santa Barbara crafted a series of brand principles to guide the storytelling process.