Storydoing has made a name for itself in the advertising sector and is growing every day. Unlike advertising storytelling storydoing offers experiences to users that make them feel identifi with the values of the brand. Currently its implementation can bring very positive results in marketing and advertising strategies.
What is Storydoing?
Today storydoing is positioning itself as one of the most efficient strategies for advertising campaigns. Storydoing goes beyond words and moves on to action trying to create and offer experiences to its users.
That is instead of telling the user what the experience consists of storydoing tries to make the user part of the experience using different tools with a clear objective: to make the user the protagonist. These experiences must always comply with the brand’s values so that the user is aware of what they are and why they differentiate the company from the rest.
Differences between Storytelling and Storydoing
When talking about storydoing it is common to associate it with storytelling. However there are differences that make them different strategies with different objectives. Firstly storytelling is bas on a communicative discourse that tries to reach the user through messages that appeal to feelings and that represent the brand’s values. Meanwhile storydoing transfers the brand’s values into action making the user participate.
In addition as explain another of the clear differences is the materialization of the brand that is materializing the values so that the user can be part of it. However storytelling in advertising seeks to appeal to the user’s feelings being able to make him feel identifi with the brand.
Finally it could be said that both storydoing and storytelling are part of an advertising plan however the objectives are different but not exclusive. In other words both strategies can be combin and complementary.
What are the advantages of storydoing?
Storydoing is revolutionizing the field of marketing and advertising and is being position as one of the most viable strategies for content marketing. The advantages of storydoing are numerous and can bring many benefits to brands at all levels.
Firstly it makes the user the protagonist giving them the opportunity to live a real experience which can offer them a broader and more personaliz knowlge of the brand. In this way word of mouth will be easier since the user will be able to share a real experience.
In addition storydoing will promote brand reputation and differentiate the brand from the competition since by making the user the protagonist it will increase cribility. This strategy also gives the brand the opportunity to have direct feback from the consumer which can be positive in order to take into account those aspects that can be improv or reinforc.
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Can storytelling and storydoing be us in the same brand?
As explain contrary to popular belief storytelling and storydoing are complementary and can be us simultaneously. It can be very positive since a story can be told to the user through storytelling and the user can be made a participant or protagonist of said story through storydoing.
However it is important to use these strategies in a controll and moderate way to avoid an excess of information and interaction that can saturate the user and tarnish their experience with the brand. However these strategies are positive since they provide real and tangible encounters between the brand and the consumer providing greater closeness and trust with the user.
The best Storydoing campaigns
There are some very popular and large brands that keep in mind that many content have already implement their storydoing strategies for example Coca-Cola a brand characteriz by powerful messages that manage to move and appeal to the feelings of its clients and users. In this case it install a vending machine that it call the Coca-Cola “friendship machine.” It offer a 2×1 and was large which made the participation of two people necessary. In this way the importance of friendship was promot and users were made aware that with a friend everything is easier and more fun.
To celebrate its 60th birthday the legendary pen brand BIC creat a physical store where it gave its customers blank bills of different values. In this way using the brand’s pens users had to use their creativity and draw on the bills so that they would be valid.
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