To learn how to specifically use storytelling in your marketing endeavors, read Why Your Sales Pitch Needs A Compelling Plot: The Secret To Persuasive Copywriting.
This article covers the real world results that storytelling in marketing can achieve from small businesses to companies that are now known worldwide.
You’ve likely heard many online marketers talking up storytelling as a way to boost sales, but before you think storytelling is only for small brands or individuals, think again. Storytelling has been used by large companies for nearly a century, because it works.
Think of this article as motivation!
Real World Examples
Here are some real-life examples of how companies and individuals have used storytelling to increase their sales:
Nike - Just Do It!
Nike’s “Just Do It” campaign is one of the most iconic examples of storytelling in marketing. The campaign tells the stories of everyday people pushing their limits and achieving their goals, inspiring others to do the same.
The campaign was launched in 1988 and has since become synonymous with Nike’s brand. According to a report by Forbes, the campaign helped Nike increase its share of the domestic sport-shoe business from 18% to 43% between 1988 and 1998. Nike’s global revenue has also increased significantly since the launch of the campaign, with revenue reaching $39.1 billion in 2020.
Airbnb - Belong Anywhere
Airbnb’s marketing campaign focuses on telling the stories of the people who use their platform to book accommodations. Their “Belong Anywhere” campaign features stories from travelers who have used Airbnb to experience new cultures and connect with locals.
Airbnb’s marketing campaign has helped the company become one of the most successful and valuable startups in the world. According to a report by Statista, Airbnb’s revenue reached $3.4 billion in 2019, up from just $200 million in 2012.
The company’s valuation has also increased significantly, with Airbnb going public in 2020 with an initial market capitalization of $47 billion. While it’s difficult to attribute all of Airbnb’s success to its storytelling campaign, the company’s focus on sharing the stories of its users has certainly played a key role in its growth.
Dove - Real Beauty
Dove’s “Real Beauty” campaign is another example of storytelling in marketing. The campaign features stories of real women and their struggles with self-image and self-esteem. The campaign has resonated with consumers, helping Dove become one of the most recognized and trusted personal care brands in the world.
According to a report by Adweek, the campaign helped Dove increase its sales from $2.5 billion to $4 billion between 2004 and 2014. The campaign has also received numerous awards, including a Grand Prix at the Cannes Lions International Festival of Creativity.
Dove’s Real Beauty Is Still Going Strong
Dove recently released a new ad in India that addresses the country’s flawed matchmaking process and the impact it has on women’s self-esteem and body confidence.
The ad features a young woman who is being pressured by her family to find a suitable match, despite her being happy with her life and career. As she goes on a series of arranged dates, she starts to feel more and more self-conscious about her appearance, as the men she meets comment on her weight and skin color.
The ad is part of Dove’s ongoing “Real Beauty” campaign, which aims to promote a more inclusive and diverse definition of beauty.
Storytelling in marketing at its finest!
Chipotle - Cultivate a Better World
Chipotle’s “Cultivate a Better World” campaign tells the story of the company’s commitment to sustainable and ethical food production. The campaign features stories of farmers and food producers who share Chipotle’s values, helping to build trust and loyalty with consumers.
This story-based campaign has helped the company build a loyal customer base.
According to a report by CNBC, Chipotle’s revenue reached $5.6 billion in 2019, up from $3.9 billion in 2014. While it’s difficult to attribute all of this growth to the company’s storytelling campaign, the campaign has certainly helped build trust and loyalty with consumers.
Patagonia - Worn Wear
Patagonia – Patagonia’s marketing campaign focuses on the company’s commitment to environmental sustainability. Their “Worn Wear” campaign tells the stories of people who have owned Patagonia clothing for years and have repaired and reused it, rather than buying new clothes. The campaign has been a huge success, helping to build loyalty with consumers who share Patagonia’s values.
According to a report by Forbes, Patagonia’s revenue reached $1.2 billion in 2019, up from $540 million in 2008. The company’s focus on sustainability has also helped it win numerous awards, including being named one of the World’s Most Innovative Companies by Fast Company in 2020.
These are just a few examples of how companies and individuals have used storytelling to increase their sales. By telling compelling stories that connect with their customers’ values and emotions, these brands have been able to build trust, loyalty, and engagement with their audiences.
Storytelling Was Critical For These Companies
Warby Parker
Warby Parker is an eyewear company that was founded in 2010. The company’s marketing strategy has focused on telling the story of how it was founded and its mission to provide affordable, stylish eyewear. The company’s founders even wrote a book about their experience starting the company, which helped build buzz and visibility.
Warby Parker’s commitment to social responsibility has also been a key part of its marketing strategy, with the company donating a pair of glasses to someone in need for every pair purchased. This strategy has helped Warby Parker become one of the most successful online retailers, with revenue reaching $272 million in 2018.
Dollar Shave Club
Dollar Shave Club is a subscription-based razor company that was founded in 2011. The company’s marketing strategy focused on telling the story of how it was founded and its mission to disrupt the razor industry. The company’s first ad, which featured its founder, went viral and helped the company attract over 12,000 customers in the first 48 hours.
Dollar Shave Club’s commitment to offering high-quality razors at an affordable price has helped the company grow into a multi-million dollar business, with revenue reaching $240 million in 2018.
Gillette, a leading razor and personal care product company, acquired Dollar Shave Club in July 2016 for a reported $1 billion (the acquisition was private, so the reported price paid by Gillette is an estimate by experts).
Humans of New York
Humans of New York is a photography project that was started by Brandon Stanton in 2010. The project features portraits of people in New York City along with their personal stories.
The project’s social media presence has grown exponentially, with over 25 million followers on Facebook and over 11 million followers on Instagram.
The project’s storytelling approach has helped it build a loyal and engaged audience, and has even led to a book deal and a television series.
Jenna Kutcher
Jenna Kutcher is a marketing and business coach who has built her brand by sharing her personal story. Kutcher has been open about her struggles with body image and her journey to becoming an entrepreneur, and has used her story to inspire and connect with her audience.
Kutcher’s approach to storytelling has helped her build a loyal following and has led to multiple successful online courses and a podcast.
Overall, these examples demonstrate that storytelling can be a powerful tool for businesses and individuals of all sizes. By sharing personal stories and connecting with their audiences on a deeper level, these companies and individuals have been able to build visibility, attract customers, and grow their businesses.
