Storytelling in an Advertisement/Campaign

Case Study Instructions:

1) Find an example of an ad that effectively uses storytelling and post the link here (you may use print or video formats). Why do you think it is an effective example of brand storytelling? Support your ideas using scholarly research as well as applying best practices and principles mentioned in Brand Storytelling.
2) Think about the client/ brand you have been working on all term. You may or may not have used storytelling in your campaign. Can you create an example of storytelling using your brand? If you did integrate storytelling in your campaign, simply think of another example of storytelling that would resonate with the audience.

Case Study Sample Content Preview:

Be a Storyteller
Your Name
Subject and Section
Professor’s Name
April 22, 2023
Question 1
The 2019 Nike "Dream Crazy" campaign featuring Colin Kaepernick is an exceptional example of an ad that effectively uses storytelling. This ad exemplifies powerful brand storytelling for numerous reasons.
Firstly, it aligns with the research findings in Hong et al.'s (2021) study on the influence of consumers' storytelling on brand attitude. The ad elicits strong emotions, such as inspiration and determination, and prompts cognitive responses associated with overcoming challenges and chasing dreams. Hong et al.'s research support that these emotions and cognitions foster a positive brand attitude.
Additionally, the ad adheres to principles outlined in Brand Storytelling, including establishing an emotional connection, nurturing empathy, and crafting a narrative that resonates with the audience. The storytelling in this ad humanizes the brand by spotlighting the personal stories of various athletes who triumph over adversity. Their unique journeys showcase the power of perseverance, determination, and self-belief, which is aligned with Nike's brand message.
In The New York Times, Annie Murphy Paul (2012) highlights that our brains are naturally predisposed to respond to narratives. Engaging stories, like those featured in the "Dream Crazy" campaign, enable the audience to connect with the brand on a deeper level. The ad also encourages viewers to identify with the struggles and successes of the athletes, further strengthening the emotional bond between the audience and the brand.
In summary, the Nike "Dream Crazy" campaign effectively utilizes storytelling by incorporating research-backed elements of brand storytelling and evoking strong emotional and cognitive responses. By presenting relatable narratives and highlighting the resilience of the human spirit, the ad successfully fosters a positive brand attitude and strengthens the connection between Nike and its audience.
Question 2
Suppose the client is a sustainable f...

Updated on January 26, 2024

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Storytelling in an Advertisement/Campaign

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