How inspiring content can spark sales

Why did people donate to help a kid who made a cardboard game arcade? How did a game show boost the sales of IBM? Andrew Davis explains how great storytelling boosts ROI.

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Editor’s note: This story is taken from Ragan’s distance-learning portal The site contains hundreds of hours of case studies, video presentations, and interactive courses.

A kid named Caine Monroy spent a summer assembling a cardboard game arcade in his dad’s used auto parts store in East Los Angeles. But nobody ever wanted to play.

One day filmmaker Nirvan Mullick dropped by to buy a car door handle, and he became so interested in the creative kid, he made a 10-minute documentary about him—and it inspired a movement.

This story, related by Tippingpoint Labs Chief Strategy Officer Andrew Davis, demonstrates the power of content. “Caine’s Arcade” had no call to action, but viewers wanted to help the boy go to college, something his family couldn’t afford. They chipped in $170,000 over 10 days, inspiring Mullick to create an Imagination Foundation to foster creativity and entrepreneurship in kids.

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