Janelle Zacherl
October 27, 2021
Any brand can tell a story pumping themselves up. But when there is actual data to back up claims, or even “story” claims, people tend to pay more attention. Facts and figures may seem boring, and they are when used in the wrong way. But when brands use data the right way and in a productive relationship with their business, they can facilitate a brand story instead of dragging it down. Here are best-in-class brand storytelling examples of five different brands effectively using data to tell their stories and relate to their consumers:
Data visualizations are a great way to bring in an audience and enlighten them in some way. While National Geographic’s Atlas of Moons detailing the movement of our solar system’s moons requires a membership to view, it’s an amazing example of how data can be used to interact with your audience, and link your brand to its mission - science and innovation. Or as NatGeo says “Taking our understanding and awareness of the world further for more than 130 years.” As marketers, we always think of customer or user data when we talk about data-driven brand storytelling, but what could be more pure than using natural, not readily available data that people are curious about and creating an interactive moon database?
When looking into your next vacation, what do you want to know? Where do you want to go that you’ve never been? What is there to do in the area? Is it safe? Where's the good food? How nice is the venue? Then we get to read the reviews. Airbnb has summarized that experience into a single app/website and made a killing. They say that “Airbnb opens the door to interesting homes and experiences.” They don't just provide lodging options in vacation spots. They give you all of the information you need to know surrounding your entire trip. Part of knowing your audience is knowing what their “problem” is and finding a solution. Airbnb has used data to solve the multiple apps problem when it comes to traveling.
As marketers, we always think of customer or user data when we talk about data-driven brand storytelling, but what could be more pure than using natural, not readily available data that people are curious about?
Swiping-style dating apps may be fun for people who aren’t ready for a real relationship. But Hinge has capitalized on the group of people tired of the dating “game” and ready for something more data-driven. Hinge introduced a “Most Compatible” feature utilizing machine algorithms based on user shared preferences. Hinge accumulates data by asking users what they like about individual profiles rather than just a simple swipe. Hence, they gather greater volumes of data than competitors and can make a more “compatible” match.
Hinge is having great success as a young brand because they came out strong with a clear purpose. “The dating app designed to be deleted.” It’s hard for established brands (like Tinder) to change their tune once established, but Hinge as a young brand has been able to keep a clear brand purpose before our intemperate culture takes it away and makes it it’s own.
Whirlpool took a good cause that matters with their #CareCounts campaign, pulled in the data, and made an entire charitable effort and campaign around it. Teachers around the country use their own resources to provide students with clean clothes when they don’t have access to laundry, and Whirlpool is charitably installing washers and dryers in schools to help advocate for students without access to cleaning products for their clothes. Not only does this program help Whirlpool relate to families with children, it directly affects the drop-out rate of students who don't have access to clear clothing.
For those in the US that don’t know them, Maltesers is a long-standing UK-based chocolate company. Like Whirlpool, Maltesers brought up a good cause by basing a marketing campaign around people with disabilities as they are still feeling left out in a lot of media and marketing. Maltesers has created a commercial series based on this survey data to relate to a large demographic and the people who know and love them.
VP Michelle Oliver said the commercial series helped the brand to “break through all barriers” among affinity audiences. Brand storytelling is not just about taking advantage of a specific demographic - it’s about authentically relating to that group and making them feel included and targeted. There are plenty of honorable mentions by other brands that could be included in this article, not to mention the ever data-focused Google, but we could go on and on. Data is the central piece of most brand marketing and great brand storytelling these days.
October 27, 2021
