24 of the best brand storytelling campaigns

October 19th, 2015

One of the hardest tasks for marketers is to stand out from the crowd and add real value to consumers which will result in them engaging with the brand. Storytelling is a great way to do this. Below is a list of what we feel is some of the best brand storytelling campaigns for Retail, FMCG, Automotive and Travel brands.

Retail Brands

Apple: The Song

This song was released on Chinese New Year, it features a video that tells the story of a young girl who discovers a vintage record and as a result begins learning the words. Apple added to this with the release of another video showing how it was made.

GoPro: Fireman Saves Kitten

This is fantastic user-generated content. This video saw a fireman strap a GoPro to his helmet to document the resuscitation of a tiny injured kitten. It went on to generate more than 1.3 million social shares.

Burberry: The Art of the Trench

The luxury fashion brand invited its fans to generate its content and in doing so became more relatable whilst remaining chic.

Tiffany & Co: What Makes True Love

For this campaign, Tiffany asked its fans to share their very own love stories through pitures and captions and #truelovepictures.

Patagonia: Worn Wear

This another fan invitation calling for interaction from the users of the brand.

Toms: One-for-One

Toms showcases real stories of who they have been able to touch through the sale of their shoes.

Target: Acceptance Letter

The American retailer took viewers on an emotional journey by showing real students in home made videos opening college acceptance letters.

Dr Marten: #Firstandforever

The shoe maker urged fans to speak-out about a defining first moment and it kicked-off with English models including Agyness Deyn sharing their special moments.

FMCG Brands

Johnson & Johnson: #SeeTheRealMe

Clean & Clear recruited a transgender teen to drive conversation on self-acceptance and go on to encourage self acceptance.

Starbucks: Meet me at Starbucks

The coffee chain produced a series of films across 28 countries that show memorable moments that told stories about their customers.

Dove: Real Beauty Sketches

As part of its ongoing Real Beauty campaign Dove’s Real Beauty Sketches juxtaposed images of the way women see themselves against the way others look at them.

L’Oreal: Stay Rooted

The beauty brand asked consumers to “Go Back in Time” and reconnect with the people who helped shape them into who they are today. They produced a video capturing all the lovely messages people had to share about their influencial person.

Biotherm Homme: Outrun

Biotherm showcased it’s core values of performance, technology and innovation by teaming up with an extreme athlete, also diagnosed with Diabetes, to highlight how anything is possible. The brand displayed a series of videos of the athlete running coast-to-coast across Canada.

Maxwell: Made Right Here

Maxwell highlighted American craftsmanship as part of its “good coffee, good day” campaign. This is a series that takes consumers across the country with stories of real-life people who give their work everything they’ve got.

Automotive Brands

AA: Seen It All

The AA’s latest advert uses peculiar interesting things its seen over it’s 110-year history.

Cadillac: Dare Greatly

To generate buzz around a company shuffle, Cadillac showed stories from inspirational people whose guts changed lives and reshaped industries.

Lexus: It Got Better

Lexus teamed up with the “It Gets Better Project” to create videos showcasing real-life stories of gay, lesbian, bisexual and transgender people.

Audi: Paid My Dues

To highlight the launch of its new A3, Audi gathered stories of real-life people who have truly paid their dues to reach success.

BMW: #BMWStories

BMW approached fans, professional drivers and important figures within the company to share their very own stories of what it means to be a BMW driver.

Travel Brands

Singapore Airlines: The Storytellers

The airline sent four Australians to an incredible destinations to root out the most exciting stories. They had a choice of using video, words and photos and when the journey was done they teamed-up with Junkee (an Aussie pop culture title) to tell their tale.

Airbnb: Wall and Chain

In 2012 Airbnb created a film that brought together former East and West German border guards in a united Berlin. It had 2 million views in just 4 days.

Eurostar: Stories Are Waiting

Eurostar fans are encouraged to share all their experiences of Paris and London to inspire and touch others.

Croatia National Tourist Board: Visit Croatia, Love Croatia

The tourist board publishes videos from real-life travellers broadcasting their adventures in Croatia.

Expedia: Find Yours

As part of Expedia’s “Find Yours” campaign that sets out to showcase real-life traveller experiences, it started a Facebook app that encourages fans to share travel photos and videos from their trips.

Jennifer Warren, Client Partner, Headstream
  Share: Posted in CMA Blog