Telling stories can be easy. But what are the best practices in how brands can integrate strong emotional responses to their content initiatives?

Brands know they must find ways to create, produce and deploy strong and impactful content.

One of the most powerful marketing tool at a brand’s disposal is strong brand storytelling, which helps companies build an emotional, human connection with their clients and customers. Brand storytelling allows companies to create a narrative around theirvalues, products and services, creating a deeper level of understanding and loyalty among consumers.

Audiences are looking for that emotional connection, that emotional punch.

Some brands do it very well. Consistently.

People watch movies and binge-watch series because these productions are able to create that kind of connection (and it is the reason why also producing TV shows at Toast, alongside branded content, makes so much sense).

Below are examples (updated for 2024 thanks to the great research work of Édouard Bousquet-Tremblay) of brands that tell incredible stories, authentic stories, through a compelling strategic narrative:

Want to get your content team up to speed on this? Organize a team workshop or one-on-one coaching with an expert of our team. You can also book Alexandre to come and speak at your event!

Salesforce

This collaborative effort between Salesforce, a cloud-based software company, and FORTUNE Brand Studio, the branded content department of the famous media, showcases a video campaign called The Ecopreneurs, which features climate-action entrepreneurs and their work.

The campaign allows viewers to learn about the issues and the entrepreneurs’ solutions, creating a win-win situation for all parties involved. This great example of brand storytelling positions Salesforce and FORTUNE Brand Studio as companies that care about ESG investing and support innovative solutions.

Why this piece is considered the content marketing project of the year according to the Content Marketing Awards:

  • The series earned a record response from Salesforce+ streaming viewers. It ranks No. 1 in average monthly views for the platform’s exclusive shows.
  • Climate-action entrepreneurs and organizations featured in the series grew their reach and raised more money.
  • The audience of The Ecopreneurs got to see, hear, and read amazing stories.

The Ecopreneurs was also named Best Integration of Purposeful Marketing and Best B2B Branded Content Campaign at the 2023 Content Marketing Awards.

Here’s the first episode available on YouTube, which has over 3.3 million views:

Purdue University

Purdue University of West Lafayette, Indiana, revamped its marketing strategy by creating content that would resonate with their target audience. They actually also restructured their marketing team to include cross-functional colleagues with deep audience expertise.

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This is also a superb example of brand storytelling as it shows how Purdue University is focused on understanding the needs of their students and creating content that is relevant and engaging.

The 150-year-old iconic brand, juggling with the evolving aspects of college education’s value and multiple target audiences, changed its content approach thanks to its new CMO (R. Ethan Braden) and his team of 100+ content experts that all excel at telling the emotional stories of Purdue.

This project was named a Content Marketing Project of the Year finalist and Ethan was named B2C Content Marketer of the Year for the 2023 Content Marketing Awards. Purdue’s marketing investment doubled in five years as its content reaches a bigger audience than it ever has.

Under Ethan’s leadership, the team has become a mighty content machine, especially with this year’s viral video as it amassed over 28 million views in eleven months on YouTube.

ServiceNow

The article details how ServiceNow, a cloud-based workflow management software, used content marketing to grow from a startup to a global brand. The company shifted their focus from selling products to establishing brand awareness by creating a content marketing strategy focused on thought leadership.

They created a digital publication called Workflow Quarterly that covered emerging trends in enterprise tech, not just focusing on ServiceNow products but on how technology could improve businesses in general by educating readers on digital transformation. This premium editorial content covers a singular theme each quarter, from digital experience to ESG (environmental, social, and governance) to risk management.

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Workflow Quarterly

This great example of brand storytelling positions ServiceNow as a thought leader in the enterprise tech industry, rather than just a software company.

The editor in chief and director, Richard Murphy, explained how they weren’t known outside of IT customers. Today, the 2023 B2B Content Marketer of the Year according to the Content Marketing Awards says how “ServiceNow provides an AI-powered platform that automates processes across nearly every enterprise function, from IT to human resources, customer service, finance, procurement, and beyond. In 2023, ServiceNow boasted more than 22,000 employees and $8.5 billion in revenue, and it’s on the way to $16 billion in the not-too-distant future.”

Volvo Penta

Volvo Penta, a supplier of marine propulsion technology from the Volvo group, reached a younger audience by creating an innovative video campaign featuring young women surfers travelling to the Lofoten archipelago in Norway to catch waves.

The campaign’s focus was on three young women on an adventure rather than the product itself. This tactic allowed Volvo Penta to target a younger audience and position itself as an enabler of adventure. The campaign also avoided using stereotypical imagery of marine leisure, which typically features people relaxing on expensive boats.

By focusing on storytelling, Volvo Penta was able to connect with its audience on an emotional level and create a more memorable brand experience. This approach is a great example of how content marketing can be used to achieve more than just brand awareness. It can also be used to build relationships with customers and create a positive brand image.

When do you see young female surfers promoting marine technology? The campaign took up the challenge through a content package including several hero films, short technology-driven clips, still images, and articles published across the brand’s owned digital platforms and social media. The campaign was deployed through organic tactics and a modest amount of amplification that “returned more than 6.5 million impressions and more than 725,000 ThruPlays – watching to completion or at least 15 seconds.”

State Farm

The insurance brand State Farm recently turned a viral ad into an award-winning content campaign through brand storytelling.

Its “Jazz Bath: The Bath Bomb Sessions campaign” made the 2023 Project of the Year finalist list by managing to compromise with challenges and opportunities that arise from viral content, and using specific strategies to capitalize on success through a trending topic and positive social media buzz.

This branded content campaign demonstrates how essential it is for a content team to be able to act quickly and strategically to leverage viral content, and how content marketing should provide value to the audience. By listening to its audience and acting quickly, State Farm was able to turn a short ad into a multi-channel campaign that resonated with viewers.

The ad, featuring a recognizable character (Jake) in an unexpected situation (a bath bomb bath), created a memorable moment for viewers. State Farm then extended the story through a jazz music campaign, creating a cohesive brand experience across different channels.

This approach shows how storytelling can be used to not only generate reach and engagement, but also build brand loyalty.

The Humane Society of the United States

The Humane Society, a nonprofit animal welfare organization, uses print and digital content to connect with donors. The Society’s magazine, All Animals, features stories about rescued animals and highlights the role of donors in the Society’s work. Digital content allows the Society to reach a wider audience and share success stories while using emotional appeals to connect with donors and showcase the impact of their donations.

Emily Hamlin Smith, senior editorial director, was part of the 2023 finalists for the B2C content marketer of the year. She and her team are able to craft emotional content that resonates with their audience and compels them to act. Here’s how they do it:

  • Marrying visuals with storytelling: The power of combining images with text to create a more impactful story. The Humane Society uses this technique extensively, likely because images can evoke strong emotions in viewers and leave a lasting impression. Emotional imagery of animals in distress can create a sense of urgency and compel viewers to donate, while images of happy, healthy animals can create a sense of hope and accomplishment.
  • Individuality over generality: The importance of focusing on the stories of individual animals rather than portraying animals as a whole. By personalizing the narrative, people are more likely to connect with and remember the story of a specific animal than statistics about animal cruelty.
  • Showcasing impact: The Humane Society doesn’t just tell stories about animal suffering, they also showcase the positive impact donations have. This allows them to balance the emotional weight of the stories while giving viewers a sense of optimism through their contributions. The use of “before and after” stories is an example of this approach. In this particular case, viewers can see the animal’s transformation from a state of neglect to one of health and happiness.
  • A clear call to action: While they may depict the suffering of animals, The Humane Society’s focus is ultimately on the happy endings made possible by donations. The brand’s storytelling include clear calls to action in that sense. By making it easy for viewers to take action, the Humane Society can turn their emotional response into a concrete contribution.

This is a powerful example of how content marketing can be used to achieve more than just brand awareness. It can also be used to spur action on various important causes.

Pizza Hut

Last year, an AI-generated video featuring a fictional pizza joint called Pepperoni Hug Spot exploded online. With millions of views racking up, accusations flew that the AI was blatantly copying Pizza Hut’s branding and marketing style. But in a clever twist, Pizza Hut, Leo Burnett Toronto, and the video’s creator joined forces to turn the tables on AI. They did this by temporarily transforming Pizza Hut into the very brand the AI created! Brand storytelling made the fake AI pizza chain a real place.

This real-world version of the fictional pizza place launched with a bang with ads, recipes, and other elements inspired by the original AI video. We’re talking about a 78% jump in organic impressions and 20 million impressions in 48 hours!

Leo Burnett Toronto, the creative agency behind this stunt, won the 2024 Webby Awards for best Branded Content, Advertising, Media & PR.

Yara International

Yara International is a Norwegian-based chemical and fertilizer company with operations in over 70 countries. Founded in 1905, Yara has grown to become one of the world’s leading providers of fertilizers, crop nutrition and environmental protection solutions. Yara believes in sustainability and looks to ensure that its products are produced responsibly, with respect for the environment. The company also works hard to improve global food security and create economic opportunities for farmers around the world.

It is in this context that they launched the “Growers for the future” campaign.

In this campaign, the focus is on a hard reality of growers of today: succession.

Within the Growers for the Future brand, the brand created “Stories of Succession,” a creative concept designed to demonstrate Yara’s understanding and support of farmers in an emotional manner that had not been expressed by any other brand. This concept highlighted both the fears and worries, as well as the hopes and dreams of farmers around the globe.

Adding a rational layer to support the emotional level would provide vital information for farmers, and could contribute to profitability, efficiency and sustainability – all of these being important factors for Yara.

This paved the way to series of videos and content assets that tackle this theme, through the voice of actual farmers and growers.

Kamik

Kamik is a Canadian footwear company dedicated to creating quality, sustainable products for the outdoors. They create winter boots, rainboots, sandals, shoes and more that are designed to keep feet warm and dry in any environment. Kamik also embraces their commitment to preserving the environment by using sustainable materials and processes in their production. Their passion for the outdoors shines through in their creations, making them a trusted brand for outdoor enthusiasts.

When Kamik reached out to Toast to build a content marketing strategy for the brand, our main challenge was to find a red thread that would unite all content assets that would be produced.

It is through this process that the #FreeYourPlay campaign was created, putting forward the importance of free play when you are a child. Throughout the campaign and backed by academic research, we outline and tell the compelling story of the importance of letting children play freely in order to build and strenghten their imagination and autonomy.

Apple

Throughout the world Apple has brand equity and awareness.

And throughout the world, the same brand storytelling applies in their marketing strategy.

For decades Apple has built on the same roots it put in place way back then: Think Different.

In the first example below, Steve Jobs narrates the first of Apples ‘Think Different’ commercial “Here’s to the Crazy Ones”. It never aired. Richard Dreyfuss did the voice over for the original spot that aired.

The message he wanted Apple to carry? “The ones who are crazy enough to think that they can change the world, are the ones who do”

To this day, this is the type of attitude that Apple wants to support with its products and its services. More recently, they launched the “Apple at Work” campaign, in which one of the fiction video stays very much in line with the overarching message built decades ago:

Formula One Racing

(You can read our in-depth analysis of this series here: Formula 1: Drive To Survive is the ultimate branded content)

Drive To Survive is an innovative series created by Netflix that follows the world’s most elite Formula One drivers as they battle for glory on and off the track. The series offers a unique and thrilling perspective of the sport, with exclusive access to the drivers, teams, and iconic circuits. With stunning cinematic footage and behind-the-scenes stories, Drive To Survive has quickly become one of the top sports documentary series around.

The show has been praised for its creative approach to branded content. By focusing on storytelling rather than product placement, Drive To Survive successfully captures viewers’ attention in a way that more traditional advertising can’t. The series also features interviews with experts in the industry, giving viewers insight into the lives of their favorite drivers and the sport itself. In addition to its compelling content, Drive To Survive also utilizes effective marketing strategies such as social media campaigns and strategic partnerships to further promote the F1 brand.

Overall, Drive To Survive is a great example of how branded content can be used to engage audiences and create unforgettable experiences. By combining storytelling with powerful visuals and strategic marketing tactics, this series has become one of the most popular sports documentaries available today.

Patagonia

Yvon Chouinard, the founder of Patagonia, has had the same message since the 70’s: “If you can create a company of honest messaging and truth, your customers will look to you for what’s right.”

Patagonia is an outdoor apparel brand that focuses on creating sustainable and high-quality products while inspiring customers to have a positive impact on the environment.

Patagonia’s culture is focused on creating sustainable, high-quality products while inspiring customers to have a positive impact on the environment. They strive to be honest and transparent in their messaging and believe that customer loyalty comes through doing what is right. Patagonia is passionate about protecting the planet by reducing its environmental footprint in all aspects of its business.

This means that one message they keep on telling is: DON’T BUY OUR PRODUCTS.

This might sound surprising but for as long as we can remember, Patagonia has held on to the story that a product they sell should be worn until it is unusable and unrepairable.

There are many examples of this brand storytelling arc in Patagonia’s history, but the example below shows this in striking manner. They basically tell the story of a small community that does not buy new Patagonia coats when kids outgrow them, they pass it down.

Proctor & Gamble

The Content Marketing Institute has published examples of brands that really found their voices and keep producing great brand storytelling.

Proctor & Gamble stood out for us in the article.

The reason?

It went back to its values, what the brand stands for and built on that. They did not try to pack a product shot into the story, they did not start from a product or service. They started from their purpose.

For P&G, it became a content initiative based on diversity in media investment. It follows similar content that was produced to support black creators in the United States.

Their goal: tell stories that matter.

“All brands – regardless of size – can tell and promote the stories of people who don’t have a platform to further their message.” (quoted from the CMI article)

Volvo

As for Volvo, a great piece they tells the stories of people whose lives were saved by the 3-point seatbelt the brand invented.

It does not talk about their most recent models. It does not talk about the service you can get with your Volvo car.

It tells a story around what the brand has always stood for: road safety.

Airbnb

There are so many great examples of strong brand storytelling.

Airbnb is one of them.

In their series “Host Stories“, they showcase great stories where Airbnb made a difference in a host’s life.

This approach is directly in line with what we teach and advocate when speaking about brand storytelling: it is not about you, the brand. It is about your stakeholder (customer, partner, etc) and how your brand HELPED solve THEIR problem. Your brand is a guide that has a plan (this is actually textbook from the Storybrand model).

In their case, the stories aren’t told using video, but rather as thoughtful articles that tell the story. And I think this is what makes theses stories work so well. They are easy to share, easy to consume.

Telling these types of stories falls into the “story of success” type from our article 6 types of stories for powerful brand storytelling. Types of stories that, just like what Storybrand recommends, focuses on the reader and how they can identify with the main character of the story rather than focusing on the brand and how good their product or service is.

Manchester City

Manchester City is an English football club that has global awareness.

Sports has always been a great vehicle to tell stories. There is emotion, energy, empowerment, athletes that live to go beyond themselves.

And this is exactly the type of story they put forward when introducing top women’s goalscorer Georgia Stanway.

This is a story about a woman who overcame adversity to become one of the world’s greatest athletes. It’s also a story about a football club that has been committed to supporting female sports since its inception. The type of story fans (and non-fans) can relate to. One can identify with this woman and how she went beyond expectations to play for one of the most prestigious teams in the world.

A story that fits the “Story of people” from our 6 types of stories for powerful brand storytelling article.

Honda & Monster

What do you get when two brands get together to share audiences, intent and values?

You get the type of story Honda & Monster were able to create around the Dakar Rally off-road endurance race.

Once again, a strong example of brand storytelling that goes beyond the brands’ products and services. It is all about both brands’ desire to tell extreme stories.

It is all about what content will interest the audience they want to reach.

And this is where cobranding, and brand collaborations work best. Each benefits from the other’s digital audiences, expanding the reach of the story, while also sharing risk and costs.

A win-win situation.

These are brands that “get” brand storytelling. That knows how it creates an impact and why it is important for them to go beyond features and benefits.

How is YOUR brand doing this? What does your brand stand for? Who can your brand give a voice to? Let’s talk about it.