No matter if you´re a restaurant or a retailer, you should know that if you want to attract Millenials and go big in this digital world, you should tell your story. In other words, if you want to win the marketing game you have to get your audience to connect with your brand. And the best way to do that is with a great story. Check out 5 corporate storytelling examples that prove how powerful it can be when it´s done well:
Nike is perhaps #1 brand that know how to win over their audiences. They first started in the late 90s with Michael Jordan, a hero of kids and grownups worldwide as their spokesperson. But one of their best approach was their “The Chance” ad, that shows the story of an aspiring young soccer player in NYC. The ad reminds us that there is a possibility for every one of us – as long as we persevere, and wear Nike.
Airbnb is another example of a brand that knows how to engage their audience with great content and a compelling story behind. One of the interesting things they have is an entire section of their website called com/stories filled with videos and bios of hosts and guests around the world. With these stories they let their audience see real people enhancing their lives as a result of Airbnb’s services. Here´s an example of one of their stories:
3) WARBY PARKER
Darby Parker, the affordable yet fashionable eyewear, is another example of storyteller brand. Their strategy is to crowdsource content from their audience and let people see real-life examples of customers trying on glasses and choosing the right pair. More and more consumers want to feel and be part of their favourite brand. Check out what they do:
4) DOMINO´S PIZZA
Domino’s Pizza example is a remarkable one. Earlier in 2009, the company was known more for the quality of delivery than the quality of the food. That is why the new president and CEO Patrick Doyle, recognizing the need for serious change, decided to highlight the most glaring consumer complaints and turned the company’s shortcomings into a motivational tool. Later Domino´s pizza eeleased a four-minute documentary called “The Pizza Turnaround” that detailed the company’s reboot that ended with a great response from their customers and resurgence in the company’s a business. What a great example of the power of storytelling!
Chipotle and its “Scarecrow” campaign video is one of the most recognizable examples of meaningful brand storytelling, totalling more than 13 million views on YouTube and winning several awards. They show in a beautiful animated short a scarecrow increasingly saddened by the realities of the factory farm where he works. And then he decides to open his own restaurant featuring only fresh, all-natural ingredients — a nod to Chipotle’s “food with integrity” motto. See it here:
In conclusion, you should know that nowadays it’s not just the product offerings that will need to change if restaurants and retailers wish to entice Millennials. Marketing to this generation is quite different. Tell your story in multiple platforms. Also, communicate with social media, mobile and email marketing. And most important be smart and creative to TELL YOUR STORY!