Earlier than turning into a marketer, I used to be a journalist who beloved the chance to inform tales about my neighborhood and share views that will in any other case go unnoticed.
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Once I left the journalism enterprise, I believed my storytelling days had been over; nevertheless, visible storytelling is crucial within the advertising and marketing world.
Visible storytelling permits manufacturers to attach with audiences on an emotional and private degree by sharing tales accompanied by gorgeous imagery.
So, preserve studying to learn to incorporate visible storytelling into your advertising and marketing marketing campaign. I‘ve included a few of my favourite examples to assist encourage you. Let’s go!
Desk of Contents
What’s visible storytelling?
Visible storytelling entails utilizing visible parts to boost or inform a narrative. These parts could be video, photographs, graphics—any media that generates visible curiosity. One in every of my favourite examples of visible storytelling comes from Airbnb.
The corporate, which makes a speciality of quick—and long-term homestays, posted a video on its YouTube channel telling the story of a displaced household that obtained a contemporary begin by securing momentary housing by Airbnb.
The YouTube video interweaves interviews with the household with b-roll footage of their every day lives, former house, and the pure catastrophe that modified their lives perpetually.
The story tugs at my coronary heart, and the wealthy imagery and considerate edits improve it. All whereas advertising and marketing Airbnb as extra than simply a substitute for motels; it’s an possibility for individuals who want momentary shelter.
Why is visible storytelling essential?
Visible storytelling can construct an genuine, emotional connection between your model and its viewers, resulting in loyal customers who’re invested in your story, merchandise, and providers. Let’s return to my Airbnb instance.
Shoppers might even see this heartwarming story of how Airbnb helped a household in want and will resolve to guide their subsequent trip stick with Airbnb not simply due to its providers however as a result of they wish to preserve the enterprise thriving to allow them to assist different households.
Visible storytelling may construct model recognition that may final for years to come back. My favourite instance of lifelong model recognition is Daybreak Dish Cleaning soap’s “The Huge Image” docuseries—which I will discover extra in-depth later.
Components of Visible Storytelling
So what parts do it is advisable to flawlessly execute visible storytelling in your marketing campaign? Effectively, let’s begin with the plain —the visuals and story.
Visuals
Whether or not you are telling a narrative by graphics, photographs, or video, compelling imagery is important to bringing your story to life. A few of my favourite examples of beautiful visuals come from the Sydney Opera Home.
The world-famous opera home quickly closed its doorways in the course of the COVID-19 pandemic, and for the primary time in years, the venue was empty of holiday makers and performers.
Throughout this time, the opera home underwent repairs and updates, and an area photographer, Daniel Boud, was invited inside.
Boud took beautiful photographs of an unusually empty Sydney Opera Home, a website most individuals might by no means see once more.
The photographs conveyed a way of nostalgia for the numerous performances which have taken place on the decades-old opera home.
In addition they informed a narrative of unease and melancholy, reflecting the wave of uncertainty that swept the world of reside efficiency at the beginning of the pandemic as many venues closed their doorways (some for good).
Images of building staff updating the opera home additionally mirrored a glimmer of hope for the longer term as they spruced up the venue for future performances regardless of not understanding once they’d ever occur.
Story
After all, you should consider the story you are making an attempt to inform earlier than you may even get your visuals collectively.
The Sydney Opera Home needed Boud to inform the story of how one of the crucial full of life and loud locations on the planet stood silent and empty however nonetheless confirmed hope for the way forward for its livelihood and that of the efficiency artwork business.
What story do you wish to convey to your viewers? Maybe you wish to share how your model got here to be or how your group has made a distinction in the area people.
Maybe your model has skilled some unhealthy press, and also you wish to present the way you‘ve turned issues round and massively improved your services or products, like Domino’s Pizza.
Years in the past, the corporate acquired backlash for the standard of its pizza and was the butt of many jokes.
Within the video under, Domino’s makes use of interviews, a b-roll, real shopper reactions, and a peek behind the kitchen to indicate that the corporate is utilizing a brand new recipe and that buyers can now take pleasure in their newly improved scrumptious pizza.
Feelings
Your visible story should make your viewers really feel one thing that generates an emotional connection. As I stated earlier, the photographs of an empty Sydney Opera Home made viewers uneasy.
How may such a powerhouse turn out to be so desolate? How may issues change so immediately?
The photographs additionally conveyed isolation from artists, the performing arts neighborhood, and the world.
These emotions fostered an emotional reference to viewers as a result of they had been the identical emotions that individuals felt worldwide because the pandemic compelled many to remain indoors and keep away from gatherings with family members.
Take into consideration a problem your viewers is experiencing and discover a technique to inform a narrative that illustrates their emotions and reveals that, above all, you perceive them.
Authenticity
No matter story you‘re making an attempt to inform wants to come back from a real place. What’s an actual drawback that your viewers usually experiences? How will you visually present that your model gives an actual resolution?
What’s the true story of how your model got here to be? Can actual clients supply testimonials of how your services or products helped them?
The Sydney Opera Home really did shut down quickly in the course of the pandemic, and the photographs taken throughout its time of silence had been actual and never staged. So, for lack of higher phrases, preserve it actual relating to visible storytelling.
Function
Lastly, what would you like your viewers to do after discovering your story? On the finish of its articles that includes Boud’s images, the Sydney Opera Home included a hyperlink calling for viewers to donate.
The photographs had been taken to indicate viewers that the opera home’s doorways had been closed however would reopen with a complete new look; within the meantime, donate to maintain the efficiency arts iconic beacon alive!
Domino‘s Pizza needed its target market to know that it acquired their suggestions and made constructive modifications to its recipe, so that they’re prepared for a second probability to impress.
What is the objective of your story?
Use Visible Storytelling for Advertising and marketing
The examples under gives you perception into how you need to use visible storytelling in your advertising and marketing technique, off the highest of my head, I do know you need to use the idea in advertising and marketing to:
- Share your mission and imaginative and prescient along with your viewers
- Replicate on constructive modifications coming to your model
- Present various makes use of in your product and providers
- Present the place your model stands on essential points regarding your target market
To encourage you, I‘ve compiled a listing of my favourite examples of visible storytelling, each previous and new. Let’s dive in!
Visible Storytelling Examples
1. Daybreak Dish Cleaning soap – “The Huge Image”
I informed you I would revisit this instance! This marketing campaign is an oldie however a goodie as a result of it stays a core a part of Daybreak’s branding to this very day.
In 2013, the dish cleaning soap firm launched a nine-part documentary referred to as “The Huge Image,” which adopted rescuers and volunteers utilizing Daybreak to scrub and take care of wildlife.
The primary episode famously confirmed rescuers utilizing Daybreak to scrub geese caught within the crossfire of oil spills.
Greater than a decade later, ducklings dubbed “the Daybreak Geese” are pictured on nearly all of Daybreak’s merchandise and are nonetheless featured in commercials.
What I like: The docuseries options interviews with actual rescuers interspersed with a b-roll of oil birds being cleaned utilizing the cleaning soap.
I additionally love how the documentary cleverly confirmed how the cleaning soap is hard sufficient to chop by oil however mild on the pores and skin.
2. Dove – The Code | Dove Self-Esteem Venture
In 2024, Dove launched a brief movie referred to as “The Code” as a part of the Dove Self-Esteem Venture. It reveals a younger lady of coloration asking AI to generate photos of what stunning, assured ladies appear like.
The younger lady is then proven AI-generated photos of white, blond-haired ladies who match inside very slender, unrealistic magnificence requirements. She later sorts in the identical question however as a substitute provides “based on Dove Actual Magnificence Advert.”
From there, she is proven extra various, lifelike photos of assured and delightful ladies.
What I like: The movie drives house Dove‘s level in only one minute, capturing the viewers’s consideration with out overstaying its welcome.
I additionally love that Dove included statistics about AI at the beginning and linked it to the advert‘s objective: to indicate that Dove is not going to use AI to create or discord ladies’s photos.
This movie was a inventive and heartwarming technique to set up belief and transparency between the corporate and its viewers.
3. Airbnb
I already coated why Airbnb‘s YouTube video about Ula and her household is a wonderful instance of visible storytelling, so I received’t rehash the identical particulars.
As a substitute, I encourage you to consider methods your model or group has proven up in your neighborhood or these in want.
Then, attain out to the folks or households who’ve benefited out of your providers and spotlight their testimonials in a visible medium like movie or images.
4. Gemini
Coinciding with the 2024 Olympics, Google launched an Olympic-themed advert showcasing the numerous makes use of of AI, Gemini. The advert includes a father telling the story of how his daughter is impressed by Olympic sprinter Sydney McLaughlin-Levrone.
As the daddy narrates the advert, viewers are proven fast clips of Gemini producing a coaching routine for his little one.
The advert ends with the narrator asking Gemini to assist his daughter write a letter to Sydney saying she‘s an inspiration and he or she plans on breaking her file when she’s older.
What I like: Google discovered a technique to join a present, trending subject (the Olympics) to its product whereas showcasing Gemini’s many makes use of.
5. Amazon – “Saving Sawyer”
Amazon’s “Saving Sawyer” advert reveals a canine who enjoys spending time along with his household as they lock down in the course of the COVID-19 pandemic.
Nonetheless, after the lockdown ends and the household returns to high school and work, the canine quickly turns into stressed, lonely, and damaging.
The advert reveals the household looking for a canine kennel on Amazon because the canine (and viewers) nervously appears on.
Thankfully, it seems the kennel wasn’t for the canine however for a brand new pup that will be becoming a member of the household and protecting lonely canine firm.
What I like: Amazon does a wonderful job of connecting a relatable situation to its service. In the course of the pandemic, almost one in 5 households nationwide adopted a brand new canine.
These pets turned used to their households being house with all of them day, and lots of People struggled to undertake their animals to being house alone as folks started returning to high school and work.
Amazon included this truth into its visible storytelling and confirmed audiences that Amazon carries many merchandise that may be useful for pits, together with an digital deal with distributor and a kennel for bringing a brand new pet house to maintain your authentic fur child firm.
I additionally admire how the advert performed on emotion by making the viewers fear concerning the canine‘s destiny (I’m assuming his title is Sawyer?).
6. Purina Service Canine Salute
Purina’s shifting documentary follows three real-life veterans and their service canines.
All through the documentary, the veterans describe their time within the army and their battle to maneuver ahead into civilian life whereas managing their psychological well being.
The documentary reveals the distinction service canines make of their lives. Whereas telling the tales, viewers can see fast pictures of the canines consuming Purina pet food to have the power and diet to assist their homeowners.
What I like: The documentary options actual interviews with actual veterans, and pictures of Purina luggage is included into the movie in a pure method.
And, because the daughter of two veterans, I used to be capable of emotionally hook up with the video’s topics.
7. Gibson – “The Course of”
Gibson Inc. desires its customers to know the guitars they promote are expertly crafted and of the best high quality.
To drive these factors house, the guitar firm began a digital collection referred to as “The Course of,” which takes viewers behind the scenes of crafting a Gibson guitar.
What I like: I benefit from the unique look into the artwork of crafting a guitar. It‘s a peek behind a curtain that even probably the most proficient gamers aren’t all the time granted.
Take into consideration the method of making your product and take into account methods you may take viewers behind the scenes.
8. Nike – What Are You Working On?
Every episode of Nike’s internet collection “What Are You Working On?” highlights an athlete as they share their distinctive journeys. The themes narrate the episodes, which present them taking part in their sport, coaching, and dealing to realize their objectives.
What I like: Every athlete is seen lacing up their Nike sneakers and sporting Nike gear as they practice, exhibiting the viewers that Nike performs a task of their journey as properly and is designed with athletes in thoughts.
9. Subaru – Subaru Loves Studying
A variety of the examples I‘ve proven you contain huge, costly productions, extremely stylized footage, and nearly movie-level enhancing.
However don’t fear; Subaru‘s short-form video for Subaru Loves Studying proves that you simply don’t want all that for impactful visible storytelling.
The video options actual voice messages from educators thanking Subaru for adopting their lecture rooms and offering the requirements to their college students.
The uncooked voice messages are accompanied by photographs of the school rooms Subaru adopted and the provides they acquired.
What I like: Making a video like Subaru’s is straightforward and fast to make. You solely want audio, photographs, and primary enhancing expertise (or an intuitive app to edit the video for you).
10. McDonald’s Anime Industrial
I‘m an enormous anime fan, so I actually loved this McDonald’s anime advert that aired in Japan a number of years in the past. The animated advert reveals a younger lady who will get a job at her native McDonald’s and is mentored by her supervisor.
As time goes on, the girl develops essential expertise that assist her mentor the subsequent era of staff and transfer on to higher-paying alternatives sooner or later.
The advert encourages folks to use to their native McDonald’s to realize expertise for different careers.
What I like: I really like that the advert makes use of beautiful animation to painting McDonald’s as greater than a quick meals restaurant, however as a spot younger folks can go to develop and develop key expertise.
Take into consideration what your model brings to its neighborhood that goes past services and products.
As you may see, visible storytelling can be utilized in some ways to get folks invested in your model. Simply begin with a imaginative and prescient, story, and objective.
Editor’s be aware: This submit was initially revealed in Could 2016 and has been up to date for comprehensiveness.
