“The stories humanize the company, which creates kinship, which drives purchase.The only way to build trust and slowly chip away at the bad feelings the general public has about organizations is to develop relationships and provide valuable educational information.” — Spin Sucks, By Gini Dietrich
When professorJonah Bergertalks about 6 keys to make brands go viral in his book Contagious: Why Things Catch On, the 6th principle of crafting contagious content is Stories. The stories carry brand information into narratives will stay in our mind.
With different experiences, either fun, scary or surprising, people want to share stories . Throughout history, people love stories and we will voluntarily share a good one. Great stories will help to humanize brands and raise brand images.
How to humanize brands?
Use humour to tell brand stories
Helloflo created a video to tell a story of a teenage girl who is super eager to get her period. So she faked it and her mom took it to another level with the First Moon Party. The video connected brand message “Monthly plans. One-of-a-kind care package. Awesome advice.” The video got 32,722,267 YouTube viewers.
Helloflo: First Moon Party
“Period” is not an easy topic for some to chat about. The Camp Gyno video used humor to open the conversation.
The YouTube video got 10,598,628 viewers.
Helloflo: The Camp Gyno
These stories became viral because:
Captured teenage girls status, ideas and moments.
Funny, humorous and entertaining story to engage viewers
Unconventional way of talking about an awkward subject
It is a shared experience in the world so it has common connection
Cool product idea
The video “I will survive” addressed school bully issue. With such a heavy subject, the video uses humour to effectively make people think. The video got 1,814,208 YouTube viewers.
“I will survive” – VH1 – Del Campo Saatchi & Saatchi
Use stories to create emotion engagement
The brand John Lewis created a beautiful emotional animation to show the friendship between a hare and a bear. The story was simple but touching: A hare gave his best friend bear a special Christmas gift so that the bear could enjoy the Christmas with other animals. Without voice over, intricate 2D animations and music turned the beautifully storyline into life. The video got 15,303,993 YouTube viewers.
John Lewis Christmas Advert 2013 – The Bear & The Hare
Intel + Toshiba truly understand the power of emotion engagement. They created high-quality online stories to engage viewers to be part of the stories: fighting against a plague of killer moustaches. The topic may sound ridiculous, yet with social media marketing strategies, many people were fully engaged with the storyline.
Intel + Toshiba present The Power Inside (2013)
Same year, they also created another great campaign to market Toshiba Ultrabook processor. The campaign, The Beauty Inside, created a story of a man who wakes up everyday as a difference person. This man felt in love with a woman while the story involve. The concept was so smart that anyone could play the role and get involved with the story. It also deeply connected with the brand message: The beauty inside (Intel products) really matters.
INTEL + TOSHIBA “The Beauty Inside”
Brands need to find new interesting way of telling story. It should come from the core of the brand. Connecting people with emotional stories will humanize brands and amplify brand images.