Romantic Narrative 2.0

Consumers respond to digital marketing campaigns that tell a love story

Implications - Understanding the power of the narrative format, marketers are searching for new ways to tell heartwarming stories. Using social media to subvert the traditional 'love' story, brands appeal to consumers' sentimentality to create a stronger connection, suggesting that the romantic narrative is one that can be continually updated and refreshed to offer novelty and delight.
SCORE: 5.2
Mild Top 4 Examples: 9,211 Total Clicks Jan 15 - Mar 15
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DEMOGRAPHICS
Consumer Insight Topics: TechFashionCosmetics
Love-Spreading Fashion Campaigns - The Le Chateau Ads Feature Canadian Fashion Influencers
SCORE: 6.4
Hot 4,067 Clicks Pub: Feb 10, 15
Love-Spreading Fashion Campaigns
The Le Chateau Ads Feature Canadian Fashion Influencers
The Le Chateau ad campaign decided to forego the usual model route to promote its latest offerings by tapping some of Canada’s biggest fashion influencers. Picking out their own outfits, they... [More]
Storytelling Social Campaigns - Gap's Instagram Video Marketing Campaign is Short, Sweet & Strange
SCORE: 7.1
Hot 4,172 Clicks Pub: Feb 16, 15
Storytelling Social Campaigns
Gap's Instagram Video Marketing Campaign is Short, Sweet & Strange
Storytelling is hard enough to do at feature film length, but with its latest Instagram video marketing campaign, the Gap is challenging itself to tell a tale in short 15-second instalments. The 12-... [More]
Parisian Proposal Videos - The Proposal by Cartier Features Three Romantic Storylines
SCORE: 3.6
Untested 491 Clicks Pub: Feb 7, 15
Parisian Proposal Videos
The Proposal by Cartier Features Three Romantic Storylines
The Proposal by Cartier was launched just in time for Valentine’s Day. This short six-minute film by Sean Ellis features three romantic stories about couples that become muddled by factors out... [More]
Recording Lipstick Tubes - O HUI's Beautiful Lips Campaign Lets People Send Digital Messages
SCORE: 3.3
Untested 481 Clicks Pub: Jan 26, 15
Recording Lipstick Tubes
O HUI's Beautiful Lips Campaign Lets People Send Digital Messages
With its Beautiful Lips campaign, Korea’s O HUI cosmetics brand is making it so that people can deliver messages to loved ones with a “digital lipstick.” Although the Digital... [More]