Module 2: Amplifying Authentic Engagement Through Storytelling and Influence Marketing Unit 1: Drama Minifilms for Purpose-Driven Storytelling
In 2024, brands focused on short, snackable content, often leaning into trends. But in 2025, audiences are looking for deeper, more meaningful connections. — Natalia Pereira (2024)
“Kindness. The greatest gift.”
“Break free”
Spirited Struggle for Freedom
Generosity
“Do whcat.n”’ytou “Give everything to the ones you love.”
THE POWER OF BRAND STORYTELLING: FOUR KEY ELEMENTS
Overcoming Mockery
Overcoming Stage Fright
Companies like Patagonia and Ben & Jerry's already demonstrate how integrating sustainability and social justice into brand narratives builds trust and emotional connections with aligned consumers. After watching each of the four drama minifilms (click on the thumbnails to view), reflect on how these attributes are represented. For example, Adidas's minifilm features a nursing home resident yearning to relive his competitive running days. With the help of fellow residents, he escapes for one final run in the hills. The story concludes with the slogan “Break Free.” Instead of specifically targeting elderly runners, the narrative embodies universal values of freedom and independence.
Effective brand storytelling engages consumers through four fundamental elements: narrative processing, empathy, transformation, and eudaimonic growth. Narrative Processing When encountering brand stories, consumers transition from analytical thinking (evaluating features and benefits) to narrative immersion. This shift allows viewers to set aside skepticism about product claims and form deeper connections with the brand, as long as the story elements feel authentic and contextually relevant. Empathy Development Traditional marketing relies on direct claims like “we care,” but stories foster genuine • Identifiable characters • Relatable narrative plot • Vivid imagery • Reduced negative responding to messages (e.g., arduous counterarguing of brand feature claims)
Narrative (vs. Argument) Processing
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