First-Voice Storytelling with Pablo Muñoz Ledo of INTO
When customers know the stories behind the products they consume, they can see their connection to a wider ecosystem and feel more empowered to become active members in it.
This is the founding principle behind the storytelling, transparency, and contact platform Into, and its Co-Founder and CEO Pablo Muñoz Ledo joins us on the show today. Into combines Pablo’s extensive experience in marketing and communication with his passion for supporting organic farming. In today’s conversation, we hear the story behind Into and the cutting-edge features it offers to connect purpose-driven producers with markets through storytelling. Pablo weighs in on the digital canvas format that allows producers the ultimate flexibility in multimedia storytelling that takes the form of cards that consumers can flip through on their devices. He talks about how the app uses image recognition technology to connect consumers with the stories of producers by simply taking a photograph of their product.
Pablo also gets into how Into uses blockchain to secure the involvement of different parties in the production process in the storytelling journey. Another great feature of the app is its data collecting abilities, which allow farmers to see which parts of their stories are being engaged in most so they can get better at connecting with their audiences. Tune in to hear how Pablo is using technology for the good of the planet as well as humanity today!
Key Points From This Episode:
How Into provides a digital platform for connecting farmers to markets through storytelling.
Using the power of social media for people’s benefit rather than their harm.
The connections between the food we eat and the health of the environment.
An introduction to Pablo and the mission statement behind Into.
The history of Pablo’s experience in marketing and organic farming.
A deep dive into the features of Into which provides multimedia storytelling in a card-based UI.
How Into allows consumers to access the stories behind products using image recognition.
The analytics features of the Into platform helping farmers understand how to tell better stories.
Powerful drivers in the form of love and fear and how they can be leveraged to influence people.
How the pandemic has shifted humankind’s philosophy toward connection and love.
The power of ‘first voice’ stories and how the Into platform is enabling them.
Digging into the research Pablo has been doing into storytelling methods with pioneer brands.
Paths for consumers to take to support a product after viewing a story about it.
The many possibilities offered by the digital canvas format in Into.
Tweetables:
“I started living on a farm and that was it. That was the experience that really changed everything for me.” — Pablo Muñoz Ledo [0:04:00]
“Into has a basic format that is very easy to use and can be good for individual farmers and it also has features and tools for much larger groups creating stories in a network sort of way.” — Pablo Muñoz Ledo [0:14:22]
“That’s one of our more distinctive features is that the stories we create go with your product. So we use image recognition technology so people can get your story by just taking a snapshot of your product.” — Pablo Muñoz Ledo [0:14:52]
