From Storytelling to Storydoing

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In recent years we have seen a clear evolution from storytelling to storydoing . But what is storydoing and what implications does it have?

Brands no longer aim to simply tell stories; they are now betting on going further and providing the public with interactive experiences . This is precisely what storydoing is all about.

Storydoing is a further step in the relationship between brand and customer, to make the latter not only identify with the stories, but feel that they are part of them. This implies that the brand has to take action and be consistent ; therefore, it has to offer an experience in which the user can get involved.

To be effective, a storydoing strategy has to define these three points in detail :

What are we going to tell? The first step is to consider what we want to communicate with this action. The ultimate goal of storydoing is to convey something about a brand's products and the brand itself. Therefore, from the entire universe of your brand's values, it will be essential to choose what is important to communicate.
What emotions do we want to provoke? With storydoing, just like with storytelling, the basis lies in emotions. So what we seek is to generate a memorable reaction that connects users with the brand and encourages them to get involved in our action or story told.
What do we want to achieve? Every marketing action seeks to generate a reaction in consumers and, why not say it, that they end up buying the product we offer. For the action to work we have to consider what we want people to do and convey it in a clear and unequivocal way. It may be interesting to involve a reference person or influencer who is an expert in our brand's sector, to help us obtain more reach and achieve greater involvement from our public. We also have to think about how we are going to measure the results of this action. Every marketing action must be profitable and solvent, and even more so when we involve external agents such as influencers in our action. Therefore, it will be interesting to evaluate and measure the results of the campaign, in order to be able to plan the next one more accurately.
Many companies have evolved their strategies to the point of turning them into storydoing. Here are some of the most famous campaigns so you can see how to focus your next actions from the point of view of user involvement.

Redbull . Do you remember the jump from the stratosphere? This event sponsored by Redbull had us all glued to the television, social networks or YouTube streaming to follow the event. Can you imagine a more powerful action on a global level that involves so many millions of users and that identifies with the adventurous spirit of a brand?
North Face . The campaign was called Seek no shelter and it was a collaboration between North Face and Spotify. The idea was to advertise their new line of rainwear and, to do so, they created a song that could only be played on Spotify on rainy days, so you had to be aware if you didn't want to be the only one who hadn't heard the song in question.
Coca-Cola . This list of companies could not be without Coca-Cola, known worldwide for creating campaigns that appeal to emotions. In this case, they went one step further and created the Second Lives campaign , in which they gave a second life to their bottles by creating 16 new products. Circular economy and users collaborating in it; can you think of anything better to do with a bottle?
As you can see, both storytelling and storydoing are two good strategies if your goal is to improve your relationship with customers. To implement them, carefully analyze your buyer persona and be clear about what you want to tell, in a transparent way, about your company: beginnings, the human team, values, anecdotes... everything that makes you seem more human and helps you connect with users.

With this in mind, you just need to develop the scripts for your stories and actions, and use your creativity and empathy to connect with users' emotions. Have you used any of these strategies?

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Gemma Pallàs
Gemma Pallàs
Account Executive at InboundCycle, carrying out digital marketing strategies accounting directors email lists nt and implementation. Graduate in Advertising and Public Relations from the UPF in Barcelona, ​​with a specialization in Advertising Strategy.

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