The best Storytelling campaigns
More than selling a product or service, brands increasingly want to position themselves in the market and guarantee a positive experience for their consumers. Thus, storytelling is one of the most important strategies for any brand. It is not just a sales tool but a strategy that helps to build relationships, that allows people to get involved through their feelings and emotions.
Contrary to what was done in the old advertisements, where the purchase suggestion was much more aggressive and direct and there was no strong message to transmit, today the focus is on telling stories that allow the existence of an emotional connection on the part of the public.
Thus, we introduce you three good storytelling campaigns that have been successful around the world:
Coca-Cola is known worldwide for its advertising, where there is always the concept that its products are a stimulus to start something. The “Share a Coke” campaign is a good example. In this campaign, the brand designed new cans with various names of people, and encouraged them to share the can with their loved ones. This action activates our memory and our feelings, when we see our name or that of a friend or family member in the can. Inevitably, this triggers an action to buy the cans to offer or even to keep as a souvenir. That was how the brand managed to transmit messages of joy and moments of sharing among people, leaving aside the sale of pure product, appealing to emotions and feelings.
As a streaming service for music, videos and podcasts, Spotify continuously stores data about the content that its users listen to. Taking advantage of this data, the brand managed to develop an original campaign, combining the information and demographic data of its listeners.
Thus, he spread billboards throughout the city of London, with phrases of humorous resolutions for the new year, using the habits of the listeners. It was a campaign that used data about users' musical habits to influence the collective mood.
The company Always launched the #LikeAGirl campaign, which aimed to inspire younger girls to have no problem dealing with the term “like a girl”, constantly associated with a concept of weakness. In a very well prepared video, the reality is shown among women who have passed the adolescence phase and girls who are in childhood. It shows the difference between the perception of those who use the term and the real effect it can have on girls' lives and how it can decrease self-confidence. The motto of the campaign turns out to be “I behave like a girl, because I am a girl. And I don't have to be ashamed of that. ”
