But its inspirational and vague nature meant that anyone, anywhere, could find a way to relate to it.Īlthough Nike now uses multiple slogans, like #FeelYourAll and #StriveForGreatness, the formula remains the same: create content that inspires people to just do it (whatever it is for them). Advertising executive Dan Wieden, who coined the phrase, explained that it was based on the final words of a death row inmate. Nike’s iconic Just Do It tagline is one of the most memorable brand messages in history. This type of emotional storytelling deepens connections with the audience - a strategy that not only strengthens the brand-consumer relationship but also boosts sales. The video above talks about the climate crisis and workers’ rights by focusing on a group of tomato pickers in California instead of creating a general post about the two topics. National Geographic’s TikTok content echoes their Instagram feed, featuring a collection of beautiful locations, world news, and human-centered stories. #NatGeoTikTok ♬ original sound – National Geographic Nat Geo Explorer and Photographer Karla Gatchet highlights the impact of rising temperatures on farm workers in California. We learn about her home, her business, and her family, which builds an emotional connection and turns topics that may be difficult for people to identify with into relatable, personal stories. The example above takes on the topics of deforestation, capitalism, sustainability, and activism through the eyes of an Ecuadorian local, Doña Julia. This emotional storytelling has become consistent across all of Dove’s media channels, from their website to Instagram and TikTok. Since then, their marketing campaigns have encompassed topics that deal with identity, including self-confidence, body positivity, natural hair, and toxic media standards. In the early 2000s, Dove overhauled their marketing strategy, shifting from a scientific approach to emotional storytelling. Dove taps into the complexity of self-identity It helps audiences retain information longer and keeps your brand at the forefront of their memory. Content that sparks an emotional response works in the same way. That’s why it’s easier to remember a significant event, like your wedding day, than what you had for dinner last Thursday. Emotional brand storytellingĮmotional responses deepen memories. It captures and conveys your values, message, and product to the audience in a compelling way.īuild authentic connections with your audience, communicate your UVP successfully, and set your brand apart from the competition with these inspirational brand storytelling examples from some of the most recognizable companies in the world. Successful brand storytelling combines images, videos, interactive content, text, and sound to create an unforgettable narrative that inspires a connection between your brand and your audience. Whatever the reason, the secret behind such long-lasting memorability is strong brand storytelling. Think about the most memorable ad you’ve ever seen - why does it stick out in your memory? Is it the music, the editing, or the message? Maybe it taught you something new, made you laugh, or pulled at your heartstrings. Connect with your audience through authentic marketing.Value-driven and educational brand storytelling examples.Data-driven brand storytelling examples.Here’s 12 of the best examples we’ve seen. But beyond that, strong brand storytelling also strengthens a brand’s identity and creates the authentic connection with customers that’s needed to thrive in today’s commerce landscape. This example-driven article was inspired by TikTok’s recent revelation that brand storytelling improves ad memorability.
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