The Best Storytelling Campaigns
More than just selling a product or service, brands increasingly want to position themselves in the market and ensure 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 build relationships, that allows people to get involved through their feelings and emotions.
Unlike what was done in the old commercials, where the suggestion to buy was much more aggressive and direct and there was no strong message to convey, today the focus is on telling stories that allow the audience to make an emotional connection.
Thus, we present to you three good storytelling campaigns that made success around the world:
Coca-Cola is world-renowned for its commercials, 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 on the can. Inevitably, this triggers an action of buying the cans to offer or even to keep as a souvenir. This is how the brand managed to transmit messages of joy and sharing moments between people, leaving aside the pure product sales, appealing to emotions and feelings.
As a streaming service for music, videos and podcasts, Spotify stores data, continuously, 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.
So it spread billboards all over London with phrases of comical resolutions for the new year, using the habits of the listeners. It was a campaign that used data about users' music habits to influence the collective mood.
The Always company launched the #LikeAGirl campaign, which aimed to inspire younger girls to have no problem dealing with the term "like a girl," which is constantly associated with a concept of weakness. In a very well-crafted video, the reality between women who are past their teenage years and girls who are in their infancy is shown. 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 diminish 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 it."