Storytelling ads are stories that connect the customers emotionally with brands and even get them to want to believe the stories they see and hear. The ads are measured by the strength of emotional connections. A consistent brand strategy is crucial in storytelling advertising to reflect brand core stories, values, and promises to avoid contradictory messages. The goal of the storytelling ads is not limited to entertaining the customers but it shall leave them with the right emotions with a brand they trust. Storytelling ads will get the most attention and will make the best of a brand, it is a proven method of advertising to get brand trust and drive purchasing behaviors. A good story can be the best tool for your advertising and marketing. As long as the customer is buying into the story as opposed to the product, it works. Even if they don't, the story can still work. The audience will get curious about the story with a Twist that adds a bit of humor to the story and keeps the brand/product far from becoming monotonous. Moreover, the audience wants to find out how the story ends. The story tells the customers something that has value about the brand.
Ace Metrix measures the performance and strength of emotional connection in storytelling advertising. The released report “2019’s Best Storytelling Ads” revealed that outstanding storytelling alone does not make an effective ad. With over 8,400 video ads analyzed in 2019 and over 3 million viewer comments, the top 10 ads distinguished themselves by telling real-life stories, historical tales, and inspirational acts. While they differ in their delivery, they all cause a magnitude of emotions in viewers. The top ten ads in 2019 Best Storytelling Ads are emotions that fire.
Mercedes’s “Bertha Benz” ranked the top storytelling ads with the highest emotional connection, powerful messaging, inspiring, and heartfelt feelings. The respondent comments phrases like “love the storyline,” measured and analyzed by natural language machine learning. “Dramatic story,” “powerful history,” and, “tells Powerful Storytelling ads to create long-lasting emotional bonds with customers, which help the brands remain attached to customers’ subconscious memory. In addition, a story is necessary to become the driving force behind its brand values, differentiating them in very crowded, noisy media outlets. Therefore, companies need to re-evaluate and analyze the performance of their ads to understand brands’ reception and consumers’ behaviors. A consistent strategy is crucial for ads to reflect core stories, values, and promises to avoid contradictory messages. Consistency will help the customers understand brands’ identity, personality, image, and purpose and encourage engagement involving two-way communication. Ads shall be tailored and personalized according to the buyer persona, not based on an un-relevant audience. Consistency enhances brand confidence and trust, an essential trigger for customer purchasing decisions second to price. Stories should be enjoyable and engaging with their niche customer audience, reflecting their real-life stories, concerns, struggles, conflicts, and challenges. The customers shall play the hero role in the conflict’s story plot of escalating events pursuing their ambitious goals. A brand shall play a supporting and guiding role in the hero’s journey. The emotional meaning of the story is a prominent part of a successful ad encouraging the customers to connect, respond and interact with the brand message.
Storytelling Ads-Travelers Real Life “Howard’s Unfinished Story”
Travelers is an insurance company
in the United States. The company used storytelling techniques ads to promote
their services. They interviewed some relatives of accident victims to talk
about their beloved real-life ones who are lost in an accident. Travelers
continued to tell an unfinished story about an accident victim, which triggers
emotional connections and empathy among the viewers. They presented the victim
as the hero of the story while the company solutions sit in the backseat.
This ad is about Howard’s who was a self-taught grandfather carpenter. A distracted driver killed him while he pulled over to the side of the road. Travelers wanted the audience to be aware of car accidents caused by distracted drivers that can be avoided. In the video description, “Each day, nine people are killed by distracted driving, leaving their stories unfinished. We honored Howard by bringing his Unfinished Story to life by imagining what could have been”. Travelers transformed this valuable awareness message into emotional storytelling to promote their service cleverly and indirectly.
Story Storytelling Ads- Nescafé Gold Blend Love
In 1987, Nestle launched its campaign for NESCAFE Gold Blend in the U.K. The series of ads were about a suspense romantic love story. The ads told the story of Tony and Sharon, two opposites who slowly attract, thanks to their shared love of Gold Blend coffee. The campaign ran in the U.K. from 1987 to 1993. The Nescafe brand was not the hero in the story, but it was why the two lovers meet each other for the first time simply because they love drinking coffee, and it was a Nescafe brand. Usually, humans love to interact with other humans who share the same taste, traditions, values, culture, religion, or language. It was the core story of Nescafe that lasted for several years. It was a story about good taste and passion, an entertaining story that got viewers’ attention: the focus was on the characters and their actions while NESCAFE took a supporting role in the back seat. However, it still managed to play an essential role in developing the story. More importantly, since 1987, NESCAFE Gold Blend has increased its sales by 60%. Newspaper advertising used to run during the Gold Blend campaign, announcing when the next episode would air on television. The campaign did a great job of building anticipation. Marketers could do similar stories with the power of social media, inviting the audience to develop brand storytelling and use social media hashtags to build excitement for each episode. This kind of ad campaign would undoubtedly prompt many conversations around a brand and extend its exposure.
Storytelling Ads – University of Phoenix Discover Your Wings
“As a working adult, it’s
normal to feel like you’re too busy to earn your degree”. It is an ad story about a
mother struggling to raise her kid. She wants a better future, a more secure
and paying job; therefore, when she saw an ad for a part-time business degree
by the University of Phoenix, she dreamed of flying into a better future. The university
commercial is sending a message to busy people with the ambition that it will
help them reach their potential goal. “It’s time to see how far your wings can
take you.” The emotional narrative built a strong connection with viewers,
especially with people who may have the same living conditions as the heroes’
story. The comments and the viewers’ interactions are also emotional; the
audience sympathizes with the struggling mother. One more time, the brand did
not take a lead hero role in the story and remained in the back seat to support
the hero in her journey pursuing her goal.
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