Market research firm Innova recently revealed that brand storytelling is going to be the biggest product marketing trend in 2020. Storytelling has been around for a long time (since literally the dawn of time) and through the years the only thing that’s changed for a brand is the platform and technology. The principles of connecting with your brand or organization’s audience through contextual storytelling are still the same.
Now more than ever, consumers are demanding transparency around social impact and the bottom line. Developing strategic creative positioning and storytelling allow brands to tell deeper stories, and the stories they need to tell outside of traditional brand or corporate communications. The HP Wolf is a great example of a brand that’s built a story around printer security and how it impacts the entire financial economy – an unsexy subject with a very sexy storyline.
In the health and wellness space, consumers want to know about the ingredients in a product and the origin of the ingredients. Wellness companies can focus on product development or ingredient storytelling by explaining where the ingredients are sourced, how they are processed and the connection to culture.
Consumers are looking for rich experiences that are more than just a boring advertisement, that extend their enjoyment or entertainment on their mobile device. Luke Sullivan and Sam Bennett wrote in their book “Hey Whipple, Squeeze This” that your brand should want to aspire to being a destination rather than an interruption.
A great example in the non-food wellness space is IKEA – it’s not your typical wellness brand, but their strategy around mattresses and sleep is exceptional. Combining ad tech and customized content delivery, IKEA targets insomniacs watching YouTube after midnight with funny, customized mattress ads promoting the benefits of a good nights sleep. The content itself changes depending on what type of video you’re watching. Another example from IKEA puts people to sleep, literally. The brand sidestepped social media and influencers and other digital ad tech and used traditional advertising to extend their brand through scent – emphasizing their genuine desire for people to have a great sleep. Read more about this specific example here.
Most brands don’t have the budget to execute strategies like this, but if you can make a potential consumer smile by thinking outside the storytelling box, you will be rewarded.
Get in touch for a free consultation with Rise Agency about how to lift up your communications.