Memorable Brand Storytelling examples

There is one way that has resulted very effective, when it comes to brands connecting with their audiences. Enter the world of #Storytelling. Research shows that messages delivered as stories are 22 times more memorable than facts. Our brain loves a good story Stories have a greater ability to cut through the noise, reach consumers, and build an emotional connection.

Here are some of my favorite storytelling campaigns:

1. A DIFFERENT PARIS; AIRBNB

The scene: Get to know the real Paris through the eyes of a Parisian, who also happens to be your Airbnb host. Airbnb uses the animated spot to show a woman’s experience of Paris, made personal and enlivened by the connection she made through her Airbnb host.

Airbnb used this simple story to indicate the real value they think Airbnb offers travelers. It’s not just a cheap travel option, it’s a way to experience a city through a friend’s eyes.

2. Jane; HP

The scene: The ad opens up with Jane, once a girl who loved art, now an office worker working the 9-to-5 grind. The more she grew up and started advancing in her career, the further she seems to be from her passion of art. But with new technology, HP can also make children’s dreams come true, in particular, Jane’s art-loving daughter.

HP chooses to start with a common feeling of office drudgery that you might associate with a company like theirs, but they spin it so that the customer can now live their dreams when they use HP products. The experience of not doing what you love is relatable to the audience, but HP gently points you in a new way.

3. Year in search 2019; Google

The scene: In 2019, Google launched its "Year in Search" Campaign. The purpose of this campaign is to focus on the different types of heroes searched for by the world. The resulting social media post captivated viewers by taking ordinary Google search queries and matching them to an empowering theme: the idea that all types of people can be heroes.

This campaign is about capitalizing on trends, but Google took it a step further by giving our search queries meaning. By using their search data to tell a heartwarming story, Google makes the audience feel like they are a part of a larger movement – and delivers a brand storytelling advertising campaign that resonates on a personal level.

4. We Believe: The Best Men Can Be; Gillette

The scene: Gillette takes a stand that now is the time for men to “be better,” and move on from the toxic masculinity. This brand storytelling example, takes the company’s 30-year-old slogan, “The Best a Man Can Get,” and shows how men can do better by pointing out toxic behavior when they see, intervening when appropriate, and protecting their children from bullies.

Taking a stand on a social or cultural issue in a storytelling marketing campaign can pay off when you make a genuine connection to your brand, and lead with the intent to make a difference – rather than just meet your marketing goal.

5. Real Beauty Sketches; Dove

The scene: As a beauty company, Dove could be retouching ads, hiring unrealistically thin models, or exaggerating the effects of their products in their ads, only to disappoint buyers and further raise society’s unrealistic beauty standards. Instead, they created a down-to-earth content that captures the day-to-day worries of being an average person in a photoshopped world. They don’t just create commercials for their products, they spread a social message.

Dove has an entire campaign called the Self-Esteem Project, that seeks to challenge beauty standards. Not only are the videos fun to watch, they also demonstrate Dove’s relatability as a brand and reinforce the company’s sense of mission.

6. Speed with Ease; GoPro

The scene: Apart from looking at stunning summits and peaks, gorgeous sunsets on the beach, GoPro uses their own product to create content that inspires potential customers and current users. They take viewers on journeys to new parts of the world and allow people to visualize things like extreme sports, stunning hikes, and beautiful cities.

GoPro’s usage of their own cameras in creating their content shows off the value that their products supply and the versatility of their product, as well as appealing to the adventurous spirit of their target audience.

7. All Ears On You; Spotify

The scene: We live in a busy world, where everything around us sends a signal, whether that is our phone, traffic, busy streets, people talking and the list goes on. But what if you can cut through all that? Through this very impressive ad, Spotify presents another experience: one where you can be immersed in Spotify as you go about your day – protected from the noise and distractions of everyday life.

This is the first global B2B campaign for Spotify. While the commercial has a music listening focus, the campaign aims to promote advertising in Spotify’s podcasts. The platform’s monthly podcast listeners are expected to reach to $28.1 million by the end of the year. Podcasts revenues are expected to reach $2 billion by 2023.

At the core of every great brand is a story. And to tell a good story, you have to be true to your values and mission, follow your passion and motivation and create content for your true audience and customers.