If brands want to get the very best out of social media at some point they will have to embrace the art of storytelling. This is a key aspect of a brand’s survival on platforms as diverse as Pinterest and Twitter, Facebook and LinkedIn. Get storytelling right and you will find that more people sign up to your story, your brand.
A rather massive brand that has taken the world by storm settles into an amazingly powerful bit of storytelling, and shows the rest of the world how it’s done. Airbnb felt that telling a story that was simply inspirational was surely the best way to get people feeling emotions and buying into the brand it had created. And it worked.
In May 2012, an Airbnb guest, Cathrine, told us a powerful story of a trip she took to Berlin with her father, Jörg, who was a Berlin Wall guard at the height of the Cold War. She wanted to show him the vibrant city Berlin had become, but it was the man they met at their Airbnb apartment that changed everything for Jörg.
A wonderfully smart and cool animation, “Wall and Chain” tied immediately into the international, ‘be anywhere’ feel the company has worked hard to create. What’s more, the story at the heat of the animation is about as real and as recent as you could ever want. Anyone who watches the animation will be hit by the simplicity of the ideas at the heart of it. It’s about connection, family, and being a global citizen.
It’s compelling stuff. And what makes it even more effective is that it’s delivered with such simple animation. Capable of being watched anywhere on any device (not always true for videos), it tells a strong and instantly memorable story. And the emotions that pour out of it are phenomenal.