by Alex Faas
As marketers, we are always looking for the next best thing. Whether it’s getting connected with the newest social media platform or finding a new way to reach the target audience, we tend to always try to look outside the box. While this is great at times, you don’t always need to go so far to be creative. Why not bring it back to where it all started with human interactions. Who doesn’t love a good story?
Ad campaigns that are less about the product and more about the story are rising in popularity. When watching a commercial on TV, the consumer pays less attention to the actual product and more attention to what the commercial is trying to express. This is why companies like P&G and Dove have moved past the normal 30 sec commercial slots and are focusing on creating emotion by telling a story.
Advertisements that focus on storytelling rather than just informing the consumer tend to not only evoke emotion out of the customers but also build brand loyalty. In a study by Nielsen, consumers are more likely to take advice from their peers rather than marketing resources. Ad campaigns that focus on storytelling allow large companies to appear less as a distant figure and more as a friendly colleague.
How can your product or service be delivered as a story? Click on the image to to see how P&G’s Always is looking past the normal advertisements.