How Nike, Apple and AirBnb win customers with storytelling

Introduction

Storytelling is more than just a trend. If you tell exciting stories about a product or brand, it's easier to arouse the interest of potential customers - and easier to convince them. Global brands such as Nike, Apple and Airbnb also successfully use this technology to convey their advertising messages in an entertaining and thus particularly impressive way. Let's take a look at how this works here.

Nike: the "Dream-Crazy" campaign

Nike's "Dream-Crazy" campaign featuring NFL player Colin Kaepernick has made waves. No wonder: Nike sent an inspiring message here that went beyond sports and also addressed social and political issues. The campaign encouraged people to believe in their dreams and pursue them - no matter how unattainable they may seem at first.

Apple: the Behind-the-Mac campaign

Apple's "Behind-the-Mac" campaign featured real people at their Macs. The campaign relied on creatives, students and professionals as models and promoted the Mac as a powerful tool for innovation and creativity. Apple has thus managed to address digital technology and human inventiveness in harmony.

Airbnb: the "We-Accept" campaign

Airbnb's "We-Accept" campaign was more than just advertising: it was a statement of that company's values. The message for inclusion and acceptance appealed to people from all over the world. With this, Airbnb presented itself as a community open to all.

What you can learn as a creative from these campaigns

Creatives can learn a few things from the examples mentioned here to further develop their storytelling skills. Here are some key elements of successful storytelling:

• The power of emotion: Nike's "Dream-Crazy" campaign used the emotional power of inspiration and challenge to create a message that went far beyond product advertising. So as a creative, think about how you can use such "emotional levers" in your own storytelling. By appealing to people emotionally, you achieve a deeper connection to your brand.
• Making technology human: Apple's "Behind-the-Mac" campaign showed that even a "cold" technical tool like a computer can be promoted in a human-touching way. By putting technology in a human context and showing how it enriches the lives of real people, you appeal to potential customers more than with mere technical details.
• Values as a brand message: Airbnb's "We-Accept" campaign has shown how important it is to communicate clear values. So think about how you can make a connection between certain values and your brand in a story. This signals credibility and can help build trust with customers and foster brand loyalty.
• Be bold, be different: All three campaigns were bold and different in some way: They take a clear stand on socially relevant issues and are thus unconventional. This requires not only creativity, but also a certain willingness to take risks. So it's all about leaving the comfort zone of X-ratedness, exposing yourself - and thus standing out better.
• Understanding the customer journey: In a sense, the campaigns presented take their target group on a mind trip. So it's all about developing a sense of how to guide customers specifically to the purchase decision. Such campaigns tell an ongoing story that must be carefully orchestrated and extend beyond the purchase: after all, you want the customer to come back.
• The importance of authenticity: At a time when consumers are more critical than ever, authenticity in communication is a top priority. These campaigns have been so successful because they appear honest and transparent.

These are some examples of stories around a product that not only address material needs, but also evoke real emotions. They show that a good story can not only entertain, but also support lasting customer loyalty.

Conclusion

The ability to tell entertaining stories around a brand or product is crucial in modern brand communication. Nike, Apple and Airbnb have shown how storytelling can be used to not only sell products, but also win people's hearts and build lasting relationships with them. Their campaigns show in an inspiring way how creative storytelling can be used as an effective advertising tool.