From Storytelling to Storydoing: what does this new technique consist of?

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 identified with the brand's values. Currently, its implementation can report very positive results in marketing and advertising strategies.

What is Storydoing?

Currently, storydoing is positioning itself as one of the more efficient strategies for advertising campaigns. Storydoing goes beyond words and takes 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 get the user to shape 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. First of all, Storytelling is based on a communicative discourse that tries to reach the user through messages that appeal to feelings. and that represent the values of the brand. Meanwhile, storydoing translates brand values into action, involving the user.

Furthermore, as explained, Another clear difference is the materialization of the brand, that is, materializing the values so that the user can be part of it. However the Storytelling in advertising seeks to appeal to the user's feelings, being able to make you feel identified with the brand.

Finally, it could be said that Both storydoing and storytelling are part of an advertising planHowever, the objectives are different, but not exclusive. That is, both strategies can be combined and complementary.

What are the advantages of storydoing?

Storydoing is creating a revolution in the field of marketing and advertising, and it is being postulated as one of the most viable strategies for content marketing. The advantages of storydoing are very numerous and can mean many benefits for 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 personalized knowledge of the brand. In this way, “word of mouth” will be easier, since the user will be able to share a real experience.

Besides, storydoing will promote brand reputation and differentiate the brand from the competition, since by making the user the protagonist, credibility will increase. This strategy also gives the brand the opportunity to have direct feedback with the consumer, which can be positive to take into account those aspects that can be improved or reinforced.

Can storytelling and storydoing be used in the same brand?

As has been explained, contrary to what is usually believed, Storytelling and storydoing are complementary and can be used simultaneously. It can be very positive, since you can tell a story to the user, through storytelling, and make the user a participant or protagonist of said story through storydoing.

However, It is important to use these strategies in a controlled 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 more closeness and trust with the user.

The best Storydoing campaigns

There are large, very popular brands that have already implemented their storydoing strategies.For example, Coca-Cola, a brand characterized by powerful messages that manage to move and appeal to the feelings of its customers and users. In this case, he installed a vending machine that he named Coca-Cola “friendship machine”. This offered a 2×1 and had large dimensions, which made the participation of two people necessary. In this way, the importance of friendship was promoted and made users aware that with a friend everything is easier and more fun. .

The legendary pen brand BIC, to celebrate its 60th birthday, created a physical store, in which it gave its customers blank bills of different values. In this way, using branded pens, users had to exploit their creativity and draw on the bills for them to be valid.

The wood company Finsa carried out a storydoing strategy, in which, through a broad exhibition, it took a tour of the wood transformation process, in which it offered flavors, textures and smells to users. In this way he made them participate in the entire process.

Finally, Red Bull's storydoing strategy has not left anyone indifferent either. This brand has always shown its support for adventure sports, which has become part of its reputation as a brand. In this way, it linked its brand to a historical event that was broadcast worldwide: the first jump from the stratosphere, carried out by the parachutist Felix Baumgartner and known as “Red Bull Stratos”. 

Storydoing has changed the way we advertise, since brands seek a closer relationship with the consumer, changing the image they had of it. Storydoing is booming and will continue to grow and offer unique experiences to users.

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