Who doesn’t love a good story? Stories allow us to see the world through someone else’s eyes. They trigger emotions, awaken our imagination, and create connection. Not to mention that people are 55% more likely to remember something if they’ve been told it through a story. Stories are fundamental to how we as humans communicate, learn, and connect, and used the right way, they can help you build a genuine connection with your audience.  

The John Lewis Christmas ads-a masterclass in storytelling 

The John Lewis Christmas ads are a staple of the festive season. Every year, the retail giant hits the nail on the head with storytelling that moves us, makes us smile, or gives us that warm fuzzy feeling. So, what’s the secret to their success? 

They create an emotional connection with viewers: the ads tap into universal themes like love, family, and kindness which feel especially poignant at Christmas time.  

There’s always a relatable narrative: how many of us can identify with the child who is waiting eagerly for Christmas, or the lonely person who finds companionship? 

Memorable characters: The star of the 2014 John Lewis Christmas campaign was Monty the Penguin, a toy penguin who comes to life in a young boy’s imagination. In the ad, Monty longs for companionship, and the young boy surprises him with Mabel, a female toy penguin, as a Christmas gift. Monty was so loveable that he became a bit of an icon, sparking a range of Monty merchandise and in-store experiences that celebrated the character.  

They use music that creates an atmosphere: the ads often use stripped-back covers of popular songs which adds to the emotional impact.  

There’s a strong focus on values: we’re all bombarded with product promotions at Christmas. Instead of overtly promoting products, John Lewis ads emphasise the true spirit and meaning of Christmas, aligning the brand with the season’s values.  

They’ve become an anticipated event: John Lewis ads have become such a part of Christmas that people eagerly await their release, ensuring they receive maximum attention.  

How you can connect with your audience through storytelling  

You don’t have to create a John Lewis-esque campaign to connect with your audience through storytelling. Here are some ideas that can create impact.  

1. Tell your brand story  

Have you got an inspirational origin story? What challenges have you overcome? How does your product or service transform lives? Sharing your brand story in an emotionally engaging way helps people connect with your brand.  

2. Showcase your brand values 

How many times have you bought something from a brand because their values resonate with you? People buy from people who share their values, so sharing your brand values can build trust and loyalty among like-minded customers. For example, a sustainable clothing brand might share stories of the artisans who create their eco-friendly products or the impact they create by using sustainably sourced materials.  

3. Bring your products or service to life 

Instead of focusing on features, highlight the experiences or feelings that are tied to your products or services. Say you sell camping gear. You could tell the story of a family’s adventure under canvas, using your products. This transforms a product from a mere commodity to something that is a part of someone’s lifestyle or memories, making it relatable and aspirational.  

Storytelling can be weaved into any kind of copy from a blog to a home page that really speaks to your reader, not just selling to them, but telling them, ‘We understand you.’ 

Source for stat: 

https://www.blog.thebrandshopbw.com/brand-storytelling-statistics-and-trends/