And with good reason. The Content Marketing Association cited storytelling as the most influential form of video content and it’s easy to see why. Pepsi’s recent disastrous foray into storytelling is a quick lesson in how not to do it. Don’t think your fizzy sugar water can solve genuine and hard-fought issues. Nobody is going to buy into that. Cue massive backlash, spoof creative briefs appearing online and a PR disaster (why didn’t they speak out / react sooner?) They took it too far, but some other brands have approached the subject of ‘breaking down barriers’ with greater success and sensitivity. Diesel’s #makelovenotwalls is really rather beautiful and is 100% in line with the sometimes renegade brand’s values and social commentary. Artistic director Nicola Formichetti explains: “At Diesel, we have a strong position against hate and more than ever we want the world to know that.”

Similarly Momondo have produced a heart-warming film reminding us we are all connected in their ‘The DNA Journey'. Released around the time of Brexit last year it celebrates unity and its timeliness must have contributed to its effectiveness and share-ability. Traffic to their website increased by 45 % and this previously little known brand have enjoyed some real ROI for their creative piece linking travel to heritage.

More recently, Heineken’s #OpenYourWorld challenges us to find the people behind the beliefs and the result is warm, engaging and even a little light-hearted. Proof that tackling social and political issues can be done well with the right idea.

These are all examples of brands transmitting their values to the relevant audience whilst following the basic principles of storytelling – context, action and result, known as the CAR model. Storytelling is becoming a frequently used tool in effective business and has a wealth of advocates from Stephen Denning to Sir Richard Branson who believes “today, if you want to succeed as an entrepreneur you also have to be a storyteller”. With the demise of traditional TV and therefore TV advertising, brands are having to become more creative when connecting to their audiences. The move is towards making content not to directly sell products and services, but to generate loyalty. This is an important driver in the ‘customer purchase funnel’ and could lead to lifelong customer allegiance. So creativity can pay dividends.

There is another reason to invest in video content. Cisco have predicted that 90% of online content will be video by 2019, so if it isn’t already part of the strategy, now would be a good time to start. It can be a really effective tool if you have a clear set of brand values and know your audience. Making a move to video production shouldn’t be daunting. It doesn’t have to cost a fortune, require months of planning or a cast of thousands to be effective. Lidl have done wonders with their #Surprises campaign born from a social media conversation in answer to some real concerns over food production. They are now the UK’s number 2 brand according to a recent YouGov poll.

The benefits are clear. If you’ve got a story to tell, we’re all ears, so why not get in touch and let us help you deliver it.

Get the next edition of our Ceres Newsletter