Making a true connection is the holy grail of modern marketing. But what’s the best way to do that? By incorporating storytelling. That’s the quickest and best way to hit those all-important emotional hooks that make connections.
In this marketing-saturated world, it’s more crucial than ever for brands to rise above the noise.
People are bored. And when they’re hit up with standard marketing tactics, their eyes glaze over. Anything that isn’t even remotely interesting interesting gets the delete button quicker than a Trump statement gets media coverage.
Humans have been telling stories for thousands of years. It’s the original way to transfer information.
Fortunately, with the explosion in popularity of online video over the past decade, building compelling stories around your brand is easier than ever. Video is unique in that it can key up emotions and attachment much easier than most any form of content.
Here are five great examples of brands doing it right.
GoPro – Firefighter Saves Kitten
Did this one give you goosebumps? The wide range of emotions in this simple story hits aren’t something you’ll soon forget.
GoPro didn’t have to list out any features, or really even show the product. They showed the product in action in a compelling way. That’s enough.
Firefighter saves kitten. Intense, dramatic, moving, human. And it fits perfectly with their tagline – “Be a Hero.”
Google – Parisian Love
This is an innovating way of storytelling, for sure. The entire arc of a classic American-in-Paris love story is told through Google’s product interface.
Sound effects are thrown in for a little action and sweetness.
Wrapping something as seemingly mundane as a search results in a love story is a great way to show off the huge range of everyday activities that Google can enable and enhance.
Crispy M&Ms – Days of Thunder Spoof
Sports marketing is so huge now people forget that motorsports was one of the first to embrace it. Despite the influx of marketing into almost every aspect of modern sporting events, motorsports still offer up the best examples of it. There’s a reason that NASCAR fans are some of the most brand-loyal people.
For those who are unaware, this video offers a new spin on the 1990 Tom Cruise cult classic “Days of Thunder”. It’s most any racing fan’s favorite movie.
That’s what makes this video so clever: it successfully co-ops the positive feelings people have for this movie, and adds a bit of M&Ms branding into them.
Dollar Shave Club – Our Blades are F***ing Great
The explainer video to end all explainer videos. According to Michael Dubin, the founder and star of the video, the spot only cost $4,500 to produce.
The video itself is simple, to the point, and full of irreverent humor. It’s also a great example of how to frame the problem and emphasize the pain point your potential customers experience.
And really, this video remains the standard that startup explainer videos are held to, and for good reason: it launched Dollar Shave Club to literal overnight success.
Apple – 1984
For this last one, I’m going a bit old school.
A clever play on George Orwell’s classic 1984, this dates from the era when Apple was still a scrappy outsider working to position itself as a lone innovator going against the monolithic grain. This Super Bowl ad delivers that message in spades.
Now, 31 years later, there’s a good chance you’re reading this article on an Apple product. It was written on one. And this ad is part of the reason for that.
Crafting compelling story around even the most mundane brand or product is a winning strategy that savvy marketers should employ every time. When you can work to make those all-important connections with people, you’ll see true success. And with the popularity of online video only set to increase, this will be easier than ever.