*Written by Jennifer Ladds, VP of Account Planning at Moxie Interactive.
What makes content worth sharing in the social space? Some brands have cutting edge design, others outstanding customer service, but for many what differentiates one brand from the next is their ability to connect with consumers through stories.
In a world where we have increasing control over the media we consume, brands need to approach their advertising decisions with the goal of producing content people will want to watch.
Here are 3 examples of brands that tell compelling stories that entertain, educate and enlighten.
1. TOMS Shoes
TOMS shoes was founded on an ethical concept; for every pair of shoes purchased another pair is donated to a child in need. It’s a simple but powerful story that defines the company. It is their DNA. TOMS have extended this ethos online with the One for One campaign. They share donation stories on their YouTube channel and to-date has almost 5 million views. Every week TOMS has a customer follow their purchase around the world on a trip of giving, making it easy for all customers to see how their commitment is affecting real people throughout the world.
2. Toyota Prius Projects
The Toyota Prius Projects are about how Prius people are making the world more interesting. The projects document and showcase what’s happening around the country over the course of a year and all stories are housed on the site. It’s an engaging visual and auditory exploratory of all the amazing things that people do that covers a breadth of interests and topics.
3. Intel Museum of Me
Intel Museum of Me is the innovative masterpiece that has entertained millions while conveying the essence of the tagline “Visibly Smart” for their second generation Intel Core Processor. It’s a highly entertaining experience showcasing Intel’s combination of smart performance and stunning, seamless visuals. Intel is the perfect engine for sharing you visual life.
There was a pilot test the day before the launch and within 5 minutes the page had received 36 likes. Within 5 days, there were 1 million hits. The story went on to capture the attention of 2.5 million people and become the most popular viral video Intel ever created.
So, what’s the moral of this story? If you can write a compelling story about your brand – what it stands for, where it’s going, and why – you will build a brand people will connect with, remember, and share.
