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a marketing campaign consisting of a riveting story aimed at attracting the customers; effectively builds brand personality and relationships.
powerful storytelling has a key role to play in the success of a brand in the highly competitive market. brands influence customers and are intrinsic in shaping the social story of the world. a simple reason why brands like fevicol, hyundai, samsung enjoy a huge connect with their audience is because of their tremendous storytelling. every marketing campaign they have designed categorically has a story that resonated with their target audience. a marketing campaign consisting of a riveting story aimed at attracting the customers; effectively builds brand personality and relationships.
while most advertisers around the world are unlocking forms of video storytelling, brands in india are leading the world in the art of video storytelling.
the brand aces their marketing campaigns every year and every other time through videos that always strike gold.
hyundai india uploaded two videos in june and july 2018 respectively, on their youtube channel hyundai | celebrating 20 years of brilliant moments, and hyundai | celebrating 20 years of brilliant moments | duty aimed at reinforcing the emotional connection that the brand enjoys with its 5.3 million plus customers in the country.
samsung india collaborated with asha ek hope foundation, an ngo that supports people with mnd (motor neuron disease) and developed the first personalized ai voice assistant for mnd patients. they uploaded a video in september 2018, inspired from the life of one such patient. take a look. p.s. keep a box of tissues handy.
samsung bixby voice assistant-mnd mother helps daughter with #voiceforever
india witnesses an array of beautiful video ads during the festivals. brands across the country do their best to bring out the emotional value associated with the festivals.
few of them are listed below:
pantaloons capitalized on the durga puja and diwali fervor and released a video ad pantaloons festive fashion, that captured the essence of first love and it doesn’t get more beautiful than this.
this video ad speaks volumes. #shoryasangeet the ad campaign features an old man comforting his indie dog who is visibly scared because of the crackers. the beautiful message of being responsible and taking care of your pets has definitely struck a chord with pet lovers.
the retail brand’s diwali ad har tyohar mein big bazaar narrates the tale of co-passengers on a train who are not able to make it home on time on diwali. diwali is not a festival but a feeling and it is beautifully conveyed through this story.
“consumers have the attention span of goldfish”. a goldfish has an attention span of 9 seconds. so, is it logical to make these long format video campaigns?
in its 10 years of existence in india, youtube as a platform has penetrated more than 80 percent on india’s internet market. if the facts are to be believed, india now has 225 million monthly active youtube users on mobile. so are these ads effective? well, youtube tested more than 300 bumper campaigns back in 2016 and found that 9 of 10 such campaigns drove a significant brand recall value.
there is an old saying that is quoted many times, you will know if you work in an ad agency, “consumers have the attention span of goldfish”. a goldfish has an attention span of 9 seconds. so, is it logical to make these long format video campaigns?
as per a survey conducted by ogilvy and the young turks, nearly 2400 respondents reported that their average online video sessions last more than 30 minutes, with 40 % reporting average sessions of over an hour. a simple math and we learn that it is 200 to 400 time more than the attention span of a goldfish.
it means that the attention is available, you just have to grab it.
it’s a fact that our brains understand stories far better than cold, hard facts. precisely, why we are taught morality through folklores and tales. stories are easy to relate to, illustrative and allow brands to create stronger emotional bonds with their customer. online video is a brand’s best medium of storytelling.
ross hockrow, an award-winning filmmaker and author has said:
a good story needs a beginning, a middle, and an end. and it should be long enough to reach a point. a story needs to have point, not necessarily a moral or a punchline but something that people can take away from it. a quick look at the above-shared videos and you will realize what we are saying.
stories have been part of every culture as a means of entertainment, education, and literature. similarly, every brand around the world has stories. stories that need to be heard and told. stories that resonates and connects with customers irrespective of culture and geographies.
to sum it up, we would quote brent dyles, director of stat strategy, domo, “people hear statistics, but they feel stories.”
