To create connection, marketers need to think above the literal product features and benefits when creating commercials. This means not actually showing the product or if they do, it’s incidental at best. This means using storytelling to affect an emotion. This means letting consumers be the heroes in the journey.
I’ve curated some really good examples of brands embarking on digital storytelling on my YouTube channel. Whether they use humor, awe, or empathy, they all have the emotion to inspire the audience.
Do you not see one of your favorites? Let me know any that I should add in the comments.
You are so right! It IS all about the storytelling; the product, if clients will allow it, is almost incidental. It’s the association with the emotion that will draw them in. Great post! Coincidentally, as I was writing :30 scripts for TV commercials this weekend, I couldn’t help but think that it’s really all about the story: the product will follow if the message is compelling enough. 🙂
Thanks Dawn!
I really think humor has a way of connecting everyone in an organic and thoughtful way (depending on the type of humor I guess!) It’s great when companies can recognize this and illustrate a story that really addresses our thoughts, concerns, emotions even if it’s a small capture of it. From experience, my husband and I gravitate towards these brands and companies that we feel “understand” us as a couple, as a lifestyle, and as general consumers.
Thanks for sharing the post and video – I think bottom line I agree with you!
I agree that understanding an audience is an important part of marketing. Thanks for the comment!
I love your video! What a great way to promote your own blog. I think that brands can really use consumer stories and information as a way to connect with others. Brands that can build Social Proof – where people have a tendency of to conform to the choices and actions of others – likely have a storytelling function that utilizes their customers stories directly.
Your first clip reminds me of a campaign we discussed at INTEGRATE this year – Vitória, a second-division Brazilian football club changed their jersey color in an effort to promote blood donation. Here is a link to a story about what they did: http://www.sportsgrid.com/soccer/soccer-jerseys-blood-donation/ I think it really was a great way to quickly engage consumers and get so many people involved in the cause.