Recent years have witnessed the continuing progress of technology and mass media. Functions are no longer the main factor for consumers when purchasing a product or service. Micro movies have emerged as a new medium for the advertising and marketing sector to communicate with consumers or convey messages via storytelling. The trend of micro movies may be credited to their eye-catching emotional appeals, the popularization of internet, as well as the increasing use rate and ever-enhanced convenience of smartphones and tablet PCs. Advertising with micro movies presents touching brand stories and promotes brand identification.

The FCB advertising model features two dimensions: “rational involvement” and “emotional involvement.” FCB helps to formulate advertising strategies based on consumers’ decision-making process prior to making a purchase. This study employs the FCB model for the advertising strategy for the San-He Tile Kiln project. Micro movies: “Bliss-laden Cultural Tour” and “Memory of January 2nd” were also filmed for this project, with the former centering on rational involvement and the latter resorting to emotional involvement. The four major features in stories: message, conflict, characters and plot are used to analyze the storytelling marketing embedded in the creation of the micro movies. This research focuses on an analysis of the two micro movies, which are screened on campus and in virtual communities in order to achieve the desired effects of marketing the products and building the brand image of San-He Tile Kiln.