What are some successful storytelling examples that have driven business results?

I truly believe that developing a brand's story is the culmination of understanding who you are, why you do what you do and what is that you do so differently for a brand. This sets the tone for the story you want to tell your dream customers and set the stage for how you are THE ONE for them. By effectively doing this the hero and his journey emerge from from the heart and with true purpose rather than creating an overused narrative around a "problem-solving origin story".

The hero’s journey is hands down one of my favorite by far. It is a bit overused but resonates with everybody. On the contrary I recommend brands to recognize their brand archetype first before they jump in with a hero’s story as the basis for their storytelling. If there is dissonance in this it will not resonate with customers.

The hero's journey is all based on Story Branding by Donald Miller, and by placing the consumer in the Hero position you allow yourself as the brand to be the guide along their 'journey.' When brand trust is established by putting the consumer first, you win every time.

Dove Real Beauty Sketches: The Dove Real Beauty Sketches campaign was aimed to challenge women's perceptions of their own beauty. An artist drew two sketches of each woman—one based on her own description and another based on a stranger's description. The result was a powerful message about self-perception. My favorite one so far.

Storytelling can stir emotions that drive the most significant results. Take, for instance, Airbnb's "We Accept" campaign. The initiative, launched amidst societal turbulence, showcased stories of acceptance and diversity. By aligning their brand with these universal values, Airbnb didn’t just promote their service; they built a community. Another powerful example comes from Dove with their “Real Beauty” campaign. Shifting focus from their products to the story of real women and real beauty, Dove struck a deep emotional chord. This campaign transcended mere advertising; it sparked conversations, challenged norms, and built a loyal customer base. When a brand’s narrative connects emotionally, the impact goes beyond the bottom line.

Head to YouTube and search for “Doritos finger licking ad Super Bowl” and you will not be disappointed. A masterclass in surprise endings. Another one is Skittles’ Taste The Rainbow and “milking the giraffe”!

Customer testimonials don't have to be boring. From my experience, the best performing testimonials all 'pull at the heart strings.' When you can connect to the viewer on an emotional level, it's a sure way to build brand trust and loyalty.

The origin story of a brand, when blended with emotional appeal, can be a powerful driver of business success. Take TOMS Shoes, for example. The brand's simple yet powerful origin story: for every pair of shoes sold, a pair is donated to a child in need. It resonates deeply with consumers. This narrative of compassion and giving back transformed TOMS from a mere shoe company into a symbol of impact, boosting sales and customer loyalty.

For non-profits, it's especially important to focus your marketing around the mission and the 'how' your organization is directly helping the consumer or something they believe in. Find the hook or the why even when your campaign goal is something more fiscally driven.