Emotions are the most accessible and budget-friendly attraction. We share our experiences, talk about defeats or good fortune. In our listener it all evokes emotions, and they can kill any argument.
In 1979, influential real estate developers decided to turn one of Oregon’s picturesque towns into a ski resort. Organizers even held a large conference to get residents’ consent to the development. And by all accounts, the conference was a success. People were delighted with the story, and no one had any desire to argue with the developers. But when the residents of the city together with the speakers left the hall and went to the buffet at the expense of the company, one person still decided to speak out.
It was an elderly man dressed in shabby farm clothes. The organizers, not taking the “opponent” seriously, gave him a microphone.
Carefully choosing each word, the man spoke: “I don’t know much about all these numbers,” he said, “so you guys seem like good people. However, your arguments in favor of building remind me of the story about the guy who wanted to take a bite of pickle along with his sandwich. He took a bite of the sandwich, then took a bite of the pickle. He took another bite of the sandwich, then another bite of the pickle. You know, a sandwich is enough to eat. You’d think it would be enough, but it’s not enough for him. He always ate a pickle with his sandwich to feel full. So you guys are demanding a pickle that’s too big.”
After his words, everyone in the hall fell silent. Everyone seemed to be puzzled by his speech. Then, in the back of the hall, someone laughed nervously. And as the meaning of what was said reached the people, the laughter grew louder and louder. The man did not provide a single rational counterargument that could counter the developers’ logic. Now, however, building housing didn’t seem like a financial necessity – it had become just a big pickle that no one wanted.
So the businessmen with all their logical arguments were defeated by the pickle.
Read also: “Trade marketing: its tools and strategies, trade marketing promotions”
Storytelling is the art of telling interesting stories
Thanks to metaphorical thinking, our ancestors survived the Stone Age. And we’re not going to go to a coffee shop that makes bad coffee a second time.
Our subconscious mind structures information throughout our lives, laying it out in long-term memory. Everything we have seen and felt in the past, the brain compares to what is happening now. That’s how our experiences are shaped. It will be different for each person because we all live completely different scenarios of events.
How to use storytelling: 5 cases with examples
Storytelling is one of the pillars on which the world of filmmaking stands, In order to tell a story believably, screenwriters spend years learning dramaturgy, but marketers and copywriters don’t have time for that. Nevertheless, the basics of dramaturgy are actively used in advertising, and in the hands of skillful artists, storytelling in marketing turns into a work of art.
We will tell you about 5 cases of storytelling in advertising that have earned international recognition and brought brands to the top of sales.
1. Storytelling in commercials
Storytelling in advertising is the most suitable option as it doesn’t need to be adapted to media foreign to the script.
There are many commercials with beautiful plots, dynamic and compelling narrative. Among the latest is a video work by American director Baz Luhrmann. The creator of the iconic film “The Great Gatsby” shot the video in his signature Art Deco style, embellishing it with an ambiguous love story, vivid imagery and unforgettable music.
This ad looks like a short film, which is to be expected from a big-name director. The storytelling in the H&M ad is a great example to follow. But not a favorite.
Gillette’s “Handle With Care” commercial, which won gold at the Cannes Lions Awards, has been recognized as one of the most emotional commercials of the past five years.
The plot is nothing out of the ordinary: a son helps his elderly father take care of himself. But in the three minutes of the clip, the characters evoke such empathy that it’s impossible to hold back tears. The son is afraid of hurting his elderly father’s delicate skin, so he buys a Gillette multifunctional razor, which is easy to shave other people with.
It would seem that advertising is pretty trivial. But the manner of the son’s narration, his emphasis on memories from his childhood, and ultimately the fact that we all have loved ones makes us close our eyes to the fact that we’ve just watched a commercial product.
In these videos, we see the companies’ values. The beauty of love, self-expression, caring for loved ones – all of these things can be said in simple words, but they will be remembered far worse.
2. Storytelling in print advertising
“When your children leave home, you can replace them.” – so says the tagline of Pedigree’s ad campaign. This print ad was recognized as the best in its category at the Cannes Lions Festival.
Just two photographs show the development of the characters (in youth and old age), touch on the conflict (loneliness) and offer a way out. And we also see how strong the need to give someone the gift of caring is.
Read also: the most unexpected places to advertise
3. Storytelling in texts
The story of Starbucks is more like a cautionary tale about a visionary who one day decided to change consumer coffee culture. And he did it.
Howard Schultz, the director of Starbucks, wrote a book, “How Starbucks was built cup by cup,” which revealed both Howard’s own personality and the brand’s politics as a whole.
Lack of inspiration? Read about 12 ways to create a company name
4. Storytelling on websites
The Digital environment is not to be forgotten about either. Modern layout techniques allow you to turn the site into a dynamic narrative about the character, from which it will be impossible to break away.
This is what Beara Grylls’ website looks like. Once on the page, it’s as if you’re traveling through the pages of his diary, reliving all of Bear’s accomplishments and failures. The narrative is in reverse chronology – and we see just how many hardships the intrepid Grylls had to endure.
You can create a website with us.
5. Visual storytelling in SMM
Social media is the most sophisticated venue for controlling advertising information. Due to dynamic changes in the algorithms of post output, constant updates of interfaces, it is difficult to think over an advertising campaign for more than a month.
And that’s where storytelling comes in. It’s a versatile option that won’t get lost in your newsfeed. Like, for example, the Goose public. The ironic character constantly finds himself in situations familiar to many people – in transportation, at work, and when the heat is turned off at home.
When people recognize themselves in the characters in an advertisement – it works. If you become a friend to your people – the right audience is sure to reciprocate.
