We make decisions based on logic, even though it is known that we are ultimately persuaded by emotion. Marketing Interactions uses data to explain this concept.
Storytelling is a great strategy for brands who want to form emotional connections with their target audience. Engaging your audience through video storytelling might be the key to captivating hearts, minds, and ultimately leading to a loyal customer for years to come.
A few years ago, I stumbled across an inspiring short video by Wacoal that grasped my attention. Beauty is more than skin deep. That’s the powerful message Wacoal, a Thailand lingerie company for all shapes and sizes, is hoping to share with their short video stories. This particular emotionally-connecting video left me searching for more information on Wacoal, as well as sharing their #MyBeautifulWoman campaign.
Wacoal launched three short films to promote their “Beauty Inside” campaign. Each short video tells a story about a “beautiful woman,” and then ends with, “Wacoal believes all women were created to be beautiful.” A request then appears, “Who is your beautiful woman? Post a photo and hashtag #MyBeautifulWoman.” As a result, this campaign created amazing amounts of engagement on social media!
Instead of making videos about their lingerie products, Wacoal chose to tell an emotional story to share their core belief: All women were created to be beautiful. By sharing this belief, Wacoal grasped their target audience’s attention, but most importantly – their heart. THAT is great storytelling!