Know why the “Just Do It” Nike campaign was so successful? Most would say that it wasn’t because of the technology or the attractiveness of their shoes, nor was it due to a sexy model perfectly sweaty and disheveled, controlling the ball with his ultra-worked quadriceps that allowed him to achieve his team’s victory – NOT.
After having “Just Do It” Campaign, Nike’s sales went up from $800 million in 1988 to $9 billion in 1998!
It was because it narrated a true story. Its authenticity managed to touch and light up our amygdala, the section of the brain associated with emotions, which was impregnated in our memory for years. The campaign embodied Nike's image as an innovative American icon associated with success through the combination of professional athletes and motivational slogans emphasizing sportsmanship and health. This led to customers associating their purchases with the prospect of achieving greatness.
Do you want to find the motivation of sharing your unique story with the world through your brand? Its easier than you think, and whole lotta fun; for storytelling is intrinsic, rooted in our nature that drives us to share our thoughts, events, and emotions out loud.
Trans media storytelling is simply adding “art” consisting of colors and shape to the brand, where combining an idea with an emotion becomes a powerful persuasive tool. Its “cause and effect” narrative structure and emotional process gets rid of our skepticism and makes the brand’s approach to its followers less commercial. Emotion is the absolute universal element that can be triggered for the advantage of your business – your brand being the scriptwriter and the customer being your story’s hero. Adding this layer of emotion to your brand’s personality makes it more human and relatable; for people don’t buy products, but rather the stories that these products portray in their lives.
The plot of your story can go as any story you’ve read with its basic elements:
Stories with a Beginning, Middle & End: Pacing the events in a chronological order with a logical, interesting sequence.
Relatable Characters: Every good story has relatable characters with personalities & interests. Make these characters similar to your brand’s people! Your brand’s story will attract your target audience and fuel their interest in your product or service.
Conflict: People like drama! And stories are most compelling when they include conflict & resolution. Remember, let your story’s ending be a happy one. Let your product be the tool of enabling the customer of being the story’s hero.
Lastly, the goal of adding the magic of storytelling to your brand is to involve customers and connect with them on a personal level. Your brand’s story will engage customers. You just first need to define what that story is, then make sure your customers know what your story is, too.