Advertisers are already selling by creating stories. Why don’t you?
Courtesy: Wikipedia
In 2021, Magic Spoon, a direct-to-consumer cereal brand, was growing steadily off the back of clean stats: “Zero sugar. 13g protein. 4g net carbs.” But it wasn’t until they started sharing personal customer narratives, like how one man used the cereal to help his diabetic father feel included at the breakfast table again, that their engagement on social media and email campaigns skyrocketed. As co-founder Gabi Lewis noted in an interview with Modern Retail, the brand shifted toward a “community-powered” storytelling model to build deeper connections with customers.
“Data can persuade people, but it doesn’t inspire them to act,” says Jonah Sachs, author of Winning the Story Wars. “Only stories do that.” Neuroscience backs this up: A 2014 study published in Harvard Business Review found that character-driven stories activate parts of the brain associated with empathy and memory, increasing the likelihood of action.
The Science of Storytelling
There’s a reason why we remember stories and forget specs. According to research published in Harvard Business Review by neuroeconomist Paul Zak, character-driven narratives trigger the release of oxytocin, the neurochemical associated with trust and empathy. “When we watch or hear a story unfold, our brains synchronise with the characters,” Zak explains. “That’s what makes stories so powerful in business communication”
Raw data may light up the brain’s language-processing centres. But stories? They activate a full spectrum of sensory, emotional, and motor cortices, essentially creating a simulation in the mind of the listener. As Dr Uri Hasson of Princeton University found, storytelling can cause “neural coupling,” where the storyteller’s brain and the listener’s brain begin to mirror each other
Stories don’t just inform, they create an emotional imprint. For marketers, that means improved retention, brand affinity, and a higher likelihood of purchase.
Brands That Did It Right
Nike doesn’t just sell sneakers; it sells the story of perseverance. From Serena Williams to everyday runners, it is iconic “Just Do It” campaigns champion grit and human potential. One of its most-watched ads, narrated by Colin Kaepernick, positioned struggle itself as heroic, generating over 80 million views and a 31% sales boost in the following quarter.
Airbnb tells tales of connection. Instead of showcasing listings, its “Made Possible By Hosts” campaign features intimate moments of travel and belonging, reinforcing its mission to help people feel at home anywhere in the world.
Dove’s “Real Beauty” campaign broke ground by showing everyday women rather than models. It didn’t push product; it sparked conversations about body image and self-worth, boosting brand trust dramatically.
How to Build Story-First Campaigns
The most compelling campaigns start with a simple question: Who’s the human behind this product, and how did it change their life? Instead of leading with specs, brands are shifting toward narratives that follow a clear arc: introduce a relatable problem, show the journey, and end with transformation.
Take skincare brand Glossier, which built its early marketing almost entirely on user-generated content (UGC), real stories from real women about their routines, struggles, and self-confidence. This not only created authenticity but made customers feel like co-creators of the brand
Today, brands race to reach the top of the mountain. Maybe instead of climbing it like the rest, why not let a helicopter take you there? Well, that helicopter is storytelling.
By: Sushrut Tewari,
A writer covering trends, innovation, and brand storytelling in India and beyond.
