When it comes to selling wine, the intrinsic quality of the product isn't always enough to convince consumers. According to Manuel Peyrondet, best craftsman of France, sommelier, and co-founding president of Chais d'œuvre, "70% of a wine bottle's success is storytelling," as he declared in late April on BFM Business.
Thus, by telling a captivating story around a product or service, a company can not only capture audience interest but also strengthen its brand image and media visibility.
This is why many brands integrate storytelling into their PR campaigns, particularly through their press releases.
The art of leaving a lasting impression
Who hasn't sung along to this line: "Dairy products are our friends for life"? In a press release dated February 14, 2023, Les Produits Laitiers announced the launch of a new advertising campaign, in a manga version. In this campaign, consisting of three 30-second episodes, the French voice of San Goku (Brigitte Lecordier), the famous character from Dragon Ball Z, sings the organization's famous jingle.
In their press release, the organization taps into childhood memories and traces the success of its campaigns from 1981 to 2009. Images and videos contribute to bringing the story to life and making it more memorable. By blending visuals and emotions, Les Produits Laitiers have garnered several mentions in the press, including this article in CBNews.
"People don't buy what you do, they buy why you do it."
Storytelling applied to public relations also involves how a company tells the story around its brand. As Simon Sinek, author and speaker, said, "People don't buy what you do, they buy why you do it." In other words, communicating about the mission and values of your company through an inspiring story can be key.
This is what Patagonia, the outdoor clothing company, does, for example. To emphasize its commitment, the brand shares anecdotes related to the history of its foundation on social media to recall its core values. This strategy often results in high engagement rates, as evidenced by this recent post on LinkedIn:
Making a story captivating
Like a good novel, well-told storytelling hinges on its ability to keep its readers engaged. To achieve this, immersion is crucial and can involve detailed descriptions of the setting in which the characters operate. This is exemplified by the recent partnership between Airbnb and the Opéra de Paris.
Indeed, to announce this event described as "exceptional," the accommodation rental platform opted for an immersive narrative: "For the very first time, two travelers will be able to spend a night where it all began, in the sumptuous Palais Garnier, and follow the footsteps of the Phantom invented by Gaston Leroux, accessing the mythical underground world that inspired the original story."
Thanks to this approach, Airbnb succeeded in generating significant media coverage and numerous shares on social media.
Randa El Fekih