Storytelling as the key to success
A “Mééé” campaign”, which GALP developed for the World Cup in Russia; the Launch of Coruja Beer by Superbock or Vodafone's Christmas campaign – “How big is your heart?”, were some of the projects that stood out in 2018.
The themes addressed in each of the campaigns mentioned above are all quite diverse, as are the business areas of each of the organizations in question. Inevitably, the target audiences for these initiatives are quite different.
However, there is one factor common to all these projects: the storytelling. Brands didn't just advertise their products in a traditional way—quite the opposite. Instead, they chose to tell a story in an innovative way and get the audience to identify with what they were seeing. The benefits—especially in terms of reputation—are largely positive, as the audience forms an emotional connection with the brand in question.
At first glance, we might think that this type of strategy isn't actually that effective when it comes to purchasing the product itself. However, as mentioned earlier, the building an emotional connection with the consumer toward the brand in question ends up being more effective than the more traditional strategy.