Tell me a story

The much-anticipated John Lewis advert has been released signalling the start of Christmas 2016. This year’s advert stars #BusterTheBoxer (more on that later) who watches on as the local wildlife bounce on the recently built trampoline, as it’s t

So why is story telling such an integral part of any advertising and PR strategy? Are you sitting comfortably? Then I’ll begin…

Everyone has a story to tell, and there is no better way to engage with your target audience. After all, facts tell, but stories sell. The aim is to connect with your audience, in a way which is more compelling than traditional methods of advertising. Audiences want to see how your brand will fit into their world, and they want to be feel empathy. And yes, even law firms can generate empathy through advertising and PR!

Get emotional

A story may be designed to make an audience laugh or cry, but there is no better way to make them buy. On this occasion, John Lewis have successfully created a heart-warming advert that also captures the excitement and magic of a family Christmas, plus there’s an unexpected injection of humour too. Whilst it’s not the emotional tear-jerker that people have become accustomed to, it certainly reflects their brand and builds on their reputation. The success of these adverts hasn’t gone unnoticed by competitors. Marks and Spencer have really pulled the stops out this year with their own advert featuring Mrs Claus. It’s always a good idea to keep an eye on how your competitors are advertising themselves.

Advertising and PR is all about creating a story that brings a brands message to life. John Lewis’ key message ‘Gifts that everyone will love…’, filling the screen, whilst a delighted Buster bounces in the background demonstrates this wonderfully.

Make conversation

Provoking conversation and sharing among your target audience is also a key part of any campaign. #BusterTheBoxer trended on Twitter within hours of the advert being released, and once a story has hit social media, it’s audience reach is finite.

Hashtags are a great way of encouraging sharing, allowing the audience itself to deliver and promote your brands message far and wide on your behalf. They need to be short, easy to read phrases that will catch on and trend.
By creating a story that resonates with audiences, brands such as John Lewis build up trust, loyalty and reputation over time.

Law Firms & PR

If you’re a law firm or professional service firm struggling to come up with an advertising or PR concept – get in touch and we’ll help you to tell your story.
Contact us at Scala.
Email: office@scala.uk.com
Tel: 0114 4070159