Storytelling has always played an important role in our everyday life. Passed on through word of mouth, stories have the power to relate to different people in different ways, through various touch-points, which inspire an individualised connection through feelings and emotions. By understanding how your brand emotionally resonates with consumers, you can engage people with great content and bring your brand to life with a tale that consumers can personally relate to.

In our blog, we discuss why experiential marketing is a fantastic tool for bringing your brand’s story to life and at the same time, producing great content. By adding a real touch to your campaign, you can engage your audience personally by telling your brand’s story through a great experience that consumers will remember, which can always be amplified with social media efforts to reach a wider audience.

We’ve been seeing great examples of experiential storytelling, which have resulted in the production of brilliant emotional campaigns, shared by millions of people throughout social networks. Hotcow’s favourites are the Coca-Cola ‘Where will happiness strike next?’, surprising unsuspecting consumers in a variety of locations, including Rio de Janeiro, Kenya and Mongolia to name a few, with a combination of live event sampling, prize giving and a gaming element; and the Tropicana’s ‘Brighter Mornings for Brighter Days’ campaign, providing residents of a remote town in the Canadian Arctic with an artificial sun for one month of their winter.

The goal of brand storytelling is to transition the consumer from awareness towards trial and advocacy. Ultimately, a strong conceptual plan combined with storytelling and live consumer experiences are excellent mechanisms to move consumers through the ranks and change brand perception for the better.

What is your brand story? Read our blog post ‘How can you use storytelling to sell your brand?’ and find out the best ways of integrating a strong branded story throughout your marketing efforts.