Chief Creative Officer, Kevin Rapp Consulting
Kevin Rapp is an award-winning, multi-disciplinary creative director with vast experience ranging from start-up disruptors to Fortune 500 companies. A creative leader with over 15 years of experience, Kevin combines UX principles with powerful storytelling to build high-performing branded content.
Tell Stories That Resonate
In 2018, Root Insurance launched their first big video campaign with a unique, creative story. And…it flopped. It didn’t perform on conversion metrics. This was because the story was crafted for an ideal target customer, rather than Root’s actual customers.
In this session, Kevin will talk through the experience of using UX principles to find the right story for Root, helping them grow from a 100-employee startup to a 1,800-employee publicly traded company. The talk will include an in-depth look at the Clio-award winning campaign with NASCAR driver Bubba Wallace that earned over 3 billion impressions.
The audience will learn. . .
1. How to combine UX principles with storytelling to build impactful brands
2. How to learn the right lessons from data to refine brand stories
3. How to use story to deliver tangible business results
