The Power of Video Storytelling: Marketing Your Brand’s Purpose and Beliefs

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We make decisions based on logic, even though it is known that we are ultimately persuaded by emotion. Marketing Interactions uses data to explain this concept. 

Storytelling is a great strategy for brands who want to form emotional connections with their target audience. Engaging your audience through video storytelling might be the key to captivating hearts, minds, and ultimately leading to a loyal customer for years to come.

A Great Example of How One Company Utilized Video Storytelling to Share Their Beliefs

A few years ago, I stumbled across an inspiring short video by Wacoal that grasped my attention. Beauty is more than skin deep. That’s the powerful message Wacoal, a Thailand lingerie company for all shapes and sizes, is hoping to share with their short video stories. This particular emotionally-connecting video left me searching for more information on Wacoal, as well as sharing their #MyBeautifulWoman campaign.

Wacoal launched three short films to promote their “Beauty Inside” campaign. Each short video tells a story about a “beautiful woman,” and then ends with, “Wacoal believes all women were created to be beautiful.” A request then appears, “Who is your beautiful woman? Post a photo and hashtag #MyBeautifulWoman.” As a result, this campaign created amazing amounts of engagement on social media!

Successful Brands Are Built on Beliefs, Not Products

Instead of making videos about their lingerie products, Wacoal chose to tell an emotional story to share their core belief: All women were created to be beautiful. By sharing this belief, Wacoal grasped their target audience’s attention, but most importantly – their heart. THAT is great storytelling!

Curious on when is the best time to utilize video in your marketing strategy? Click here to learn about the Buyers Journey.



Jillian Vanarsdall
Jillian Vanarsdall
Founder of Blue Iris Marketing. An inbound marketing agency assisting businesses, from start-ups to high-growth firms, to phenomenally tell their unique story in a noisy digital world. Our services include inbound marketing, Wordpress web design and development, SEO, and social media.

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