I recently read an article titled “7 Reasons Why Storytelling is Important in Branding” and was fixated on the point that stories can motivate an audience toward a goal. This quickly reminded me of the Invisible Children movement and how its branding effectively charged people towards their goal.
Though this wasn’t a marketing campaign (though some would argue otherwise) it effectively added tragedy and dramatics into it’s political campaign in order to work toward its goal. By adding a story to this widespread genocide, it was able to put a face on the problem and rally the population together toward this common goal.
It pulls on the emotions of citizens in the United States by making us feel guilty for being apathetic towards world problems, and by adding this emotion it forces us to connect with the issue. By making this video a story more than just factual evidence, it makes us want to share with all our friends while hyping up the campaign.
I more than anyone am guilty of this method. As soon as you have me crying you have my attention, and I’m the type of person that just needs an excuse to get involved in anything. I immediately wanted to donate all my money and run in the streets to get everyone involved. This is how they effectively marketed their political campaign to gain both awareness and activism.
This is the same way you should be marketing your brand. You must connect and leave a lasting impression, so that the message will carry on long after the commercial ends.