TYPES, TIPS, AND TACTICS OF VISUAL MARKETING 51 Tell a Story All of the visual marketing examples thus far prove that a successful visual marketing strategy requires that the content’s storytelling element be just as important as the use of the visuals. Stories can come from a number of places, whether it’s company values, how people enjoy your products or ser- vices, key milestones, or simply by being timely and relevant. For example, in Oreo’s Daily Twist campaign, the company celebrated its one hundredth birthday by developing 100 compelling images inspired by real-time pop culture (http://www.pinterest.com/oreo/daily-twist). Holidays and timely occasions celebrated included National Talk Like a Pirate Day, Hispanic Heritage Month, the Mars Rover landing, and more. While each piece of content was different, the creative theme of showcasing a unique twist on pop culture happenings and holidays for an extended window of time added a storytelling element. The campaign ultimately garnered global praise and awards, and it redefined how many people looked at the Oreo brand. Be Shareworthy in Everything You Do Akin to lightning in a bottle, companies and brands of all sizes are look- ing for similar visual storytelling opportunities to hit those magical high notes with their consumers. According to Coca-Cola, one way to do this is by being shareworthy in everything you do. Wendy Clark, SVP of inte- grated marketing communications and capabilities for Coca-Cola, told Fortune, “For Coca-Cola, our Facebook fans are just over one fan or friend away from the entire Facebook community of 1 billion+. So if we do our job well of developing useful, compelling, interesting, and shareworthy 15 content, our fans become our sales force for us.” Clark also encourages companies to think of their customers as sto- rytellers: “Taking the principle of Initial and Ultimate audiences, we’re increasingly thinking about all of our constituents as storytellers, not just 16 receivers of our content.” Clark cites that as much as 80% of conversation about the Coca-Cola brand comes from its customers, offering opportu- nities for cocreation, versus simply pushing out messages and hoping they will stick.