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Folktale [SMART 100, 2017]

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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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1. THE BEGINNING

This innovation initially came to life when…

Folktale’s journey centres around serendipitous story of a Canadian behaviourist and an Australian filmmaker who shared an obsession with storytelling. As we combined their forces to form a film production company we saw first-hand both the rapid rise of video in the digital space as well as the growing appetite for more genuine and organic user-generated content. Working with national and global brands, we realised that brands had a desire to connect to a millennial audience but simply could not meet the content demands of that audience under a traditional agency model.

2. WHAT & HOW

The purpose of this innovation is to…

The purpose of Folktale is to connect the world through user-generated, community-driven storytelling.

It does this by…

Folktale is a platform that connects brands with customers by turning them into creators. The front-end app guides users to choose from different pre-crafted story structures based on a series of categories and objectives, each expertly crafted by award-winning creatives. It’s Canva meets Genero.

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

…creating video content is cost-prohibitive for many businesses. Similarly, most customers have very little experience or knowledge of how to create a high-quality video. Folktale provides a fun and engaging platform for customers to be rewarded for the video content they produce.

Its various benefits to the customer/end-user include…

…when we recently surveyed a group of marketing and brand executives, over 75% indicated that engagement achieved through user-generated content was significantly higher than “branded” communications. Folktale puts the tool in the hands of the customer to create videos.

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

…remember the “World’s Best Job” campaign from 2009? Qld Tourism received over 35k video applications, most created on handycams. Imagine if you could replicate that campaign by giving applicants a mobile tool for which to create those videos. The rise of influencer marketing platforms and user-generated campaigns has made marketers rethink the types of content that drive engagement.

Its predecessors/competitors include…

YouTube Director, Cinematic, DubDub, Genero

5. TARGET MARKET

It is made for…

…marketers and content creators to shift their brand’s voice to an authentic place while providing them a tool to help reach the content demands of their audience.

It is available for sale through…

…the Apple Store. The Android App and a robust CMS/Curation platform for brand managers is currently in development.

Our marketing strategy is to…

…grow the two key communities of creators/customers and enterprises. Incentives will be given for content created.

FINE PRINT: This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

Maven Judge Vote: Folktale – Smart 100 2017
(Please note – The form below is for judging purposes only and is restricted to the public)

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