The power of creative brand storytelling

Did you know that the right brand narrative has the power to increase the value of your product or service by over 20 times?[1]

When brand storytelling is done well, it offers the consumer more than just the product or service – it offers them an experience that stands out in a world where they are constantly bombarded with lots of different brand messages. A compelling story will engage consumers, provoke emotion and foster brand loyalty. But how can brands use creative storytelling to elicit social change?

We chat to our Creative Account Director, Kate, who shares some examples of brands that have used creative storytelling for good…


The Heineken Worlds Apart campaign featured a social experiment that aimed to encourage consumers to ‘focus on the things that unite us rather than divide us’. As part of their new brand positioning, Heineken chose to tell a story that invited the consumer to reflect on their life and personal values, exploring whether common ground can actually unite people. Using real people for the campaign added the element of authenticity, making it relatable for consumers. The product had a clear role in the campaign which was to bring people closer together. With 40 million views and 91% positive comments from consumers, the campaign was successful in eliciting emotion and engaging consumers, encouraging them to think differently and be more open-minded. [2].


A study carried out by Mars found that 80% of disabled people felt underrepresented in the media. In response to this, Maltesers created a series of adverts inspired by real stories from disabled consumers, focusing on universally awkward situations that unite people – a seemingly common theme in the brand narrative of successful campaigns. Results from the campaign found that 57% of consumers felt that Maltesers changed the way that people perceive disability, making it their most successful campaign in over 10 years.[3]

Toms Shoes

The Toms Shoes brand story is one that has an emotional pull for its consumers. The founder, Blake Mycoskie, wanted to enrich the lives of children living in developing countries that didn’t own shoes and therefore couldn’t walk to school. So, he created a company that matched every pair of shoes sold with a pair of shoes for a child in need. The initiative is called ‘One for One’, and to date, it has given over 50 million pairs of shoes to children in developing countries. With the rise of sustainable marketing, more and more brands are considering their place in a world of consumers who want to feel that they are ‘doing good’. An increasing number of consumers want to buy into well-made products from ethical brands, and Toms answered this by combining their product offering with a brand story that consumers can get behind and feel good about.[4]

Ultimately, consumers are no longer just buying products, but they are buying into brands. They want to find common ground with a brand and relate to their brand story. Not only does creative brand storytelling engage the consumer, but the emotional pull evokes social change that may not have occurred without a compelling story.