Stories captivate us as human beings. Our minds are automatically drawn to the way stories unleash our wild imaginations in the way we perceive the world around us. With that in mind, storytelling strategy in marketing is the way brands move beyond the mindset and mechanics of simply selling a mere product or service. Through great storytelling, brands come to life, taking the audience on a journey they yearn to experience. When the audience is already connected with these brand stories, it ultimately leads to buy in – figuratively (brand trust) and literally (product sales).
Storytelling strategy gives more benefit for brands because the audience is genetically wired to love and respond to stories. For example, in the month of Ramadan, it is all about reflection, family, and fasting. It is also the most important and busiest month of the year for Muslims, the same can be said for advertisers all around the world. Consumers’ spend also increases by 53% overall during Ramadan. Therefore, brands that successfully incorporate the right Ramadan-related themes and strategies through great storytelling are more likely to increase engagement and catch people’s attention than those who don’t. In addition, brands also should give more attention to Eid al-Fitr momentum, hence there should be a connection between Ramadan and Eid al-Fitr story.
The formula to create great storytelling during Ramadan is knowing the behavior of your targeted audience and telling the right story. Rather than using the same content throughout Ramadan, brands can try implementing a new approach by using multi-story series.
The audience also spends more screen time during Ramadan, with higher levels of engagement with long-format content. Hence, brands can activate and connect with their key audiences by making a relevant, light-hearted, and compelling long-format stories. This strategy helps build personal connections and make the audience want to tune in.
Author: Ghina Salsabila (Copywriter)