Being able to tell a story is an ancient art that used to be reliant on retelling by word-of-mouth, and in a sense, storytelling marketing today still is, but in the form of social sharing and social media. Whether it's for a battery brand, a bank or an online streaming service, in order to create content that fans genuinely want to share, brands are creating stories that resonate with consumers on an emotional level.
By nature, many storytelling marketing campaigns are authored by a brand, but Volkswagen's 'Custom-Made' commercial is a unique one that lets viewers dictate the length of the tale told, based on the time they have available for watching.
Although video formats have proven to be powerful tools for telling a story, print ads and billboards from XtraSpace storage and IKEA furniture show that there's meaning behind every rental or purchase. These ads show the role of their respective companies when people move in with a significant other, prepare to have a child or become obsessed with a new hobby.
12 Storytelling Marketing Campaigns
From Comedic Branded Webisodes to Aspirational Lifestyle Ads:
Laura McQuarrie — Jul 9, 2015 — Marketing
12
Storytelling Social Campaigns
Gap's Instagram Video Marketing Campaign is Short, Sweet & Strange
11
Interactive Storytelling Ads
This Volkswagen Commercial Lets Viewers Craft a Custom Story
10
Storytelling Car Campaigns
Land Rover Works with an Author for This Mysterious Car Marketing Stunt
9
Emotive Music Commercials
This Moving 'First Song' Spotify Ad Highlights the Gift of Hearing
8
Silent Storytelling Ads
This Voiceless HSBC Commercial Takes Place Entirely in an Elevator
7
Inspiring Influencer Webisodes
Westjet's Above and Beyond Series Highlights Inspiring Individuals
6
Patriotic Battery Ads
Duracell's 4th of July Commercial Celebrates a Real Father-Daughter Story
5
Aspirational Lifestyle Ads
This Panera Spot is Part of an New Manifesto-Driven Campaign
4
Comedic Branded Webisodes
Schick's MsLabelled YouTube Web Series Targets Millennial Women
3
Homeless Viewpoint Ads
Depaul UK's Poverty Awareness Campaign Shows Two Sides of the Story
2
Storytelling Bank Webisodes
DBS' Bank Advertising Campaign Takes the Form of a Web Series
1
Car-Promoting Webisodes
This Web Series from Ford Canada Uses Humor to Show Off the Ford Focus
Related Ideas
Grown-Ups Play, Kids Win!
Support Capital One® Race for Kids on May 31st
Special Operation SUVs
The Range Rover Autobiography Black Features a Gun Cabinet
Mammalian Beard Ads
The New Schick Free Your Skin Campaign is Clever, Funny and Very Hipster
Branded Picture Booths
PartyPix Offers Marketing Opportunities in the Form of a Party Photo Booth
Upgraded Camping Vans
The New Volkswagen Transporter Series Features Styling & Tech Upgrades
Social Media-Cast Ads
This Marc Jacobs Campaign Cast Its Models Using Instagram and a Hashtag
Creepy Toy Comeback Ads
The Duracell 'Some Toys Never Die' Campaign is Dark and Disturbing
Straightforward Spectacle Campaigns
The 2011 Lunettes Eyewear Campaign Gets Straight to Business
Homeless Survival Kits
Edmundas Jankauskas's Kit Design Prepares People for Life on the Street
Limited Edition Jeep Models
The Land Rover Defender Celebration Series Honors a Lasting Legacy
Emotional Branding
Scott Deming Discusses Alternate Means of Advertisement
Millennial Marketing Infographics
AdYouLike Reveals Millennial Engagement with Native Advertising
Wireless Phone-Charging Accessories
Duracell Unveils its Duracell Powermat Adapter at CES 2014
Movie Collage Campaigns
Scotiabank's Movie Marketing Stunt Shows off Item Collages on Instagram
Homeless Fashion Photography
Slavik's Fashion Chronicles the Outfits of a 55-Year-Old Homeless Man
Visionary Vehicle Brand Collabs
The Land Rover Discovery Vision Was Unveiled Beside a Spaceship
Buffer Zone Posters
Volkswagen's Posters Show Where It's Important to Keep a Safe Distance
Selfie Camera-Equipped Vehicles
The Honda Selfie Car May or May Not Be an April Fool's Day Joke
Pioneering Car Auctions
The Range Rover 001 Sold For $213,000.
Family Flying Cabins
Thomson Airways Aims to Make Family Travel More Comfortable
Homeless Laundry Trailers
Non-Profit Project WeHOPE is Crowdfunding Their Mobile Shower Facilities
Homeless Cardboard Art
The Behind the Sign Project Auctions Off One-of-a-Kind Creations
Senior Artist Campaigns
Selfridges' Bright Old Things Highlights Artists Over the Age of 40
Macho Businesswoman Campaigns
The Uterque Fall/Winter 2014/2015 Advertisements Are Masculine
Spray Painted Homeless Homes
Graffiti Artist Skid Robot Imagines Dream Abodes for Less Fortunate
Interactive Storytelling Ads
This Volkswagen Commercial Lets Viewers Craft a Custom Story
Triangular Billboard Houses
The Framework of This Small House Design is Made from Billboard Ads
Organizational Sock Packaging
This Clever Sock Packaging Design Serves Multiple Functions
Rewarding Travel Campaigns
Schick's Travel Contest Offers Flights, Drives and Shopping to Winners
Running Soundtrack Apps
Adidas and Spotify Partner to Offer the 'adidas go' App
Portable Winter Shelters
This Sleeping Bag Converts into a Tent on the Go
Soft Drink Retrospectives
Learn the History of Coke with the Coca-Cola Book
Re-Branded Fast Food Franchises
Denny's 'The Den' Restaurant Targets a Millennial Demographic
Winter Exploration Campaigns
This Land Rover Ad Campaign Encourages Winter Adventures
Cheap Fun Campaigns
This KFC Marketing Campaign Shows Amusement at No Cost
Self-Lubricating Shavers
The Hyperglide System Razor by King of Shaves is Super Smooth
Young Adult Webisodes
'Be Here Nowish' Explores the Aches and pains of Growing Up
Repurposed Shipping Shelters
This Homeless Housing Solution Recycles Used Shipping Containers
Powerful Hybrid Vehicles
Volkswagen's Golf GTE Sport Boasts Gullwing Doors and 395 Horsepower
Millennial Workout Classes
Self Magazine's Youth Fitness Events Appeal to Its Female Readers
Awkward-Centric Shows
The Vice Magazine All Around Losing Web Series is Hilarious
Eco Vending Machines
Volkswagen's Think Blue Vending Machine Accepts Old Batteries As Payment
Skype Call Car Ads
The Land Rover Above and Beyond Campaign Promotes Sharing Experiences
Aged Music Lover Ads
The Duracell 2013 Ad Campaign Fights the Effect of Time in a Different Way
Flight Time Alteration Pranks
This WestJet April Fools Joke Changes AM and PM Depatures to Metric
Homeless Model Portrayals
GQ Spain's From the Inside Out Story is Gritty and Raw
Lottery Beer Taps
Carlsberg Turned Bar Taps into Controllers for an Interactive In-Pub Game
Interactive Drinking Ads
With a Smartphone and Shazam, People Can "Drink" These Coca-Cola Ads
Lightweight Aluminum Autos
The New Land Rover 2015 Discovery Sport is Equipped with Updates
Extended Social Media Videos
Instagram Offers Infinitely Looping Videos to Accommodate Advertisers
Coffee Chain Phone-Charging
Starbucks is Rolling Out Wireless Charging Mats Across American Stores
Festive Airline Publicity Stunts
The WestJet Christmas Miracle Answered Passengers' Wishes
Wireless Charging
Editor Michael Hemsworth Discusses the Inductive Charging Technology Boom
Crowdsourced Comedy Shows
Fanta and College Humor Stitch Together Funny Vine Videos
Awkward First Date Ads
This Ad Shares One Couple's Awkward Date Ending with a McDonald's Big Mac
Tearjerking Christmas Videos
WestJet's 'Christmas Miracle' Brought Snow to the Dominican Republic
Rapper-Endorsed Chargers
Jay-Z Appears in Duracell Powermat 24-Hour Power System Commercial
Crowdsourced Social Media Songs
This Massive Instagram Campaign Advertises the Nissan Juke
Childhood Imagination Commericials
This S7 Airlines Commercial Makes Kids Wildest Dreams a Reality
Hashtag-Hijacking Campaigns
Max Kurstjens' Promotional Campaign Appeals to Potential Employers
Facebook-Guided TV Campaigns
The 'Suits Recruits' Social Media Experience is Launching
Global Millennial Graphs
The Millennial Development Goals Graphic Reveals Global Problems
Tourist Simulator Billboards
This Travel Marketing Stunt Gives a Real-Time Tour of NYC
City-Specific Social Soundtracks
Spotify Canada Has Made a Series of Neighborhood-Themed Playlists
First Class Tour Apps
Virgin Atlantic Airways Launches Augmented Reality Planeview App
Silent Storytelling Ads
This Voiceless HSBC Commercial Takes Place Entirely in an Elevator
Hand-Drawn Speedometers
Volkswagen's Auto Marketing Stunt Curbs Speeding with Child Drawings
Action-Inspiring Model Ads
Piazza Italia Role Model Campaign Enlists Help of Everyday Heroes
Non-Retouch Cosmetic Campaigns
The You to You Make Up For Ever Ad Reveals Real from Fake
Electronic Assembly Battery Ads
These Ads for Duracell Batteries Show the Power of One Battery
Ingenious Driving Technology
The Jaguar Land Rover Smart Assistant Helps Minimize Driver Error
Elusive Millennial Manuals
Christopher Anderson Explains How to turn Gen Y into Loyal Customers
Speedy Sneaker Commercials
The Nike Air Zoom Elite Commercial Gets on the Fast Track
Gay Lifestyle Webisodes
The Homosexual-Focused Web Series ‘The Outs’ is Shot in NYC
Video Content Management Tools
The Epoxy Video Publishing Platform Makes Life Easier for YouTubers
Reassuring Flight Apps
ANA's Takeoff Mode App Quells the Fear of Flying
Inspiring Influencer Webisodes
Westjet's Above and Beyond Series Highlights Inspiring Individuals
Escapist Auto Ads
Land Rover's Pop Up Ad Encourages People to Book a Test Drive
Branded Tech Sitcoms
An Hour-Long Samsung Sitcom Will Share the Life of a Fictional Employee
Patriotic Battery Ads
Duracell's 4th of July Commercial Celebrates a Real Father-Daughter Story
Chaffeur-Centric Coupes
Volkswagen's C Coupe GTE Concept Targets the Chinese Market
Wholesome Iced Tea Branding
Turkey Hill's Iced Tea Commercial Proves Why Organic is Better
Disruptive Movie Stunts
Volkswagen Interrupts Movies to Promote Its Pedestrian Detection System
Comical Check-In Campaigns
Kulula Shows How Convenient a Self-Serve Airline Check-In Can Be
Life-Altering Web Series
The Ideal Me Challenge Encourages You to Attain Your Dream Life
Distance-Minding Auto Ads
Volkswagen Puts Its Adaptive Cruise Control to Work on the Back of a Bus
Quirky Social Media Webisodes
Sh*t Girls Say Web Series Brings the Twitter Account to Life
Mock Superbowl Ads
Newcastle's Ad Pokes Fun at Expensive Super Bowl Advertisements
Family Diversity Ads
Tylenol's #HowWeFamily Commercial Celebrates Same-Sex and Interracial Bonds
Car-Promoting Webisodes
This Web Series from Ford Canada Uses Humor to Show Off the Ford Focus
Fame-Chasing Webisodes
Danielle Barker 'Starvival' is a Wacky Web Series
Family-Targeted Car Ads
This Father's Day Car Ad Tells the Same Story From Dad & Daughter's View
Disastrous Dating Webisodes
'Missed Connections The Series' is Inspired by Hilarious Classifieds
Latina-Targeted Webisodes
Old Navy 'Stolen Styles' is a Telenova Geared at Hispanic Women
Long-Winded Battery Ads
These Duracell Battery Ads Tell Lengthy Stories with Battery-Shaped Text
Pop-Band Webisodes
In Honor of the No Doubt ‘Push and Shove’ Album, the Band Goes Behi
Celeb Cab Counselling
Alec Baldwin's Love Ride Offers Unsolicited Relationships Advice to Couples