Free Essay About Brand Storytelling

In the era of Digital media, Brand Story telling needs to more realistic and pertinent so that the consumers can immediately relate themselves to the brand. Every band has some characters that help the viewer in association and they keep a track of that character development. The first step in Digital Marketing is making the target viewer feel a part of the story. The L’Oreal Hair color started its Gum Gums advertisement targeting campaign in May 2014; the users could see women from all over the world describing the 40 hair washes post color and listed their experiences with a particular L’Oreal shade. The viewers could see these interactive responses on pinterest and facebook. The second step is to tell a unique and unexpected story to grab viewer attention. Black Milk Clothing is a perfect example of telling a unique story. The brand is an online retailer of spandex clothing (tights); it uses the selfies taken by the Black milk buyers, posted on instagram and terms them as Sharkies (loyal customers). Customers are brand models, they wear what they have bought from the store and the other buyers can see through the brand’s video what the products would look like on real women of their size. The bodymetrics scanner used by the company surprises the buyer by recommending the ideal product keeping their body size in mind. The third step is to engage the viewer in the story by making it a conversation. The Sainsburry official video advertisement Christmas 2014; makes people talk about the past and how in 1914 on Christmas day two armies shook hands and ended war. It reminds of a nostalgic and emotional event; the video invoked millions of responses from the viewers online.
The fourth principle is about not giving all away, giving limited information; to keep the viewer guessing and waiting for the rest. Advertisements of reality shows like Big Brother and Survival of the Fittest keep the viewers guessing about the latest theme before the launch of the show. Millions of viewers visit the official site to get information and participate in entertaining games; through which they can win different prizes. The aim is to get maximum viewership when the show starts.
The fifth principle of digital storytelling is about being consistent. HBO the famous movie channel has been consistent with its logo for years. It new slogan, “Its HBO, So Original” is an extension of the earlier slogans. The channel keeps adding content to its brand but it sticks to its core by being an original movie channel.The channel is a perfect example of integration in digital marketing. All these principles form the core of successful digital storytelling.