Every day, millions of stories vie for attention in our feeds – but only a handful make us stop scrolling. In a world drowning in content, the stories that win aren’t just trending or viral – they’re the ones that create genuine moments of connection, lingering in our minds long after the notification fades.
Why stories matter
That magnetic pull of a Netflix series? That’s what great brand storytelling does – it hooks attention and sparks sharing. Here’s why it works:
- Creates real connections When brands share authentic stories that echo our experiences, relationships deepen beyond the logo.
- Makes brands memorable In a sea of sameness, genuine brand stories – the struggles, vision, and purpose – help companies stand out.
- Simplifies complexity Stories transform technical features into relatable benefits anyone can understand and remember.
- Drives sharing Powerful stories inspire people to become part of the narrative and spread the word.
Real stories, real impact: Brands doing it right
Here are some brands whose storytelling sets a high bar in public relations:
Jollibee’s “Kwentong Jollibee” Series
The “Kwentong Jollibee” videos hit different – here’s a fast-food chain from the Philippines making ads that have people ugly-crying in public. Not your usual burger commercials, but real stories about love and family that spread like wildfire because, let’s face it, we all saw ourselves in them.
BDO’s “Find Your Way” Campaign
Remember those “We Find Ways” stories from BDO? They flipped the script on stuffy banking ads by showing real Filipinos tackling their money struggles – from the triumph of your first investment to those cringe “did I really spend that much?” moments. Just regular people figuring out their finances, one step at a time.
SM Supermall’s “Save from Extinction” Campaign
In late 2024, SM Supermalls skipped the usual Christmas glitz to spotlight endangered species in the Philippines. Their “Save From Extinction” campaign showcased the Philippines’ vanishing wildlife – from our mighty Philippine Eagle to the shy pangolin. By bringing these animals into our everyday spaces, they turned a simple mall visit into a wake-up call about protecting what makes our islands truly special.
Apple’s “Shot on iPhone” campaign
Instead of telling us how great their cameras are, Apple lets users do the talking through user-generated content. Every stunning photo and video in the campaign comes with an unspoken message: “You could capture moments like this too.” It became about the stories we could tell with that iPhone in our pocket.
Each of these brands tells stories that reflect their values, their purpose, and their identity. That’s what sticks with people—an experience that they feel part of.
Making stories work for your brand: Some tips!
- Lay the foundation – Collect your brand’s big moments, talk to longtime employees for unique insights, and document customer success stories. Build a “story bank” with clear categories, and set a brand voice that feels authentic.
- Get creative with digital storytelling – Today’s storytelling is about making information come alive. Videos, interactive infographics, podcasts, and social media stories add layers to the narrative, capturing attention in ways that text alone can’t.
- Measure the impact – Track the metrics that tell you if your story’s hitting home: completion rates, shares, comments, and media mentions. Use tools like Media Meter and Google Analytics to monitor sentiments, mentions, and gather insights.
- Keep your content mix fresh – Divide your storytelling: 50% brand mission, 25% customer stories, 15% employee insights, and 10% thought leadership. Every month, aim for one main story, two supporting pieces, and social media content to keep engagement high.
- Take your story up a notch – Jump into the action to grab attention, back up key points with data, build multi-piece story arcs, focus on real people, and add sensory details to bring your stories to life.
- Future-proof your strategy – Experiment with the latest: AI-driven personalization, AR content, interactive videos, and community-driven storytelling. Involve your audience and let them help shape the story.
Tell the stories your audience wants to hear
At the end of the day, storytelling in PR goes beyond just messaging. When you share stories that actually mean something, people feel them, remember them, and want to be part of them. If you want your brand to stand out, focus on the story that only you can tell. Media Meter gives you the tools to craft impactful PR stories by analyzing audience insights and trends. Contact us to see how we can boost your brand’s storytelling.
