Video Storytelling that Saved Brands from Bankruptcy

In 2005, two women decided they wanted working out to feel less like work. They shared ideas, settled on one, set up a small location in Manhattan, handed out flyers on the street, and hoped to find others who could identify with their story. Thirteen years later, their company is worth over $112 billion and has an almost religious following across the country.

This is the story of SoulCycle. Two women who have similar ideals, attracting thousands of other people with their own connections to the same lifestyle. SoulCycle now uses that united story to visually brand itself by sharing videos on its social media. Their videos don’t feature beautifully toned trainers like their parent company Equinox, instead SoulCycle captures actual people who have experienced the company’s programming. SoulCycle allows potential customers to hear stories from people just like them.

The creators of SoulCycle always had this story and they were able to develop a small local following with it. It wasn’t until the founders began video storytelling to the world that they expanded across the country and to the West Coast. Showing your target audience that you seek inspiration, focus on philanthropy and human connection, and are accepting of all people, is showing them that you care about them.

This visual storytelling and use of brand stories to sell a product can be see in all industries, from medical to finance to fashion and non-profit.

Even the children’s toy market has been dominated by storytellers.

Did you know Lego pretty much went bankrupt in 2003? After digging themselves into $800 million of debt, Lego made the comeback of a lifetime.

How did they do it? Storytelling.

Lego realized that it had lost sight of what its target audience wanted. It was producing too many extraneous products and unintentionally abandoning the simple, nostalgic brand that children and adults alike knew and loved. And while Lego was losing its grip on its products, it was also losing its audience.

With the addition of a new CEO and some fresh perspective, Lego was able to identify and tell the story its target audience could relate to. Lego launched video storytelling ads showing parent-child relationships growing because of the toy. It showed the world a child aiming to learn and make her parents proud. It began telling its true story, rather than over-the-top, fictitious ones that simply were not selling. It wasn’t a new product that vaulted Lego back to its powerful position in the toy industry, it was its real life video storytelling.

One of the most popular ad campaigns of all time is Dove’s “Real Beauty” campaign. However, not every effort in this endeavor was a success. Most wouldn’t remember Dove producing diversely shaped bottles for the same product. Many have probably forgotten how the campaign even began. But what stuck in viewer’s minds and hearts, and became the most viewed ad video in history for a period of time in 2013, was Dove’s “Real Beauty Sketches” video ad.

This memorable and heartwarming video portrays average women, their insecurities, and a reminder of their beauty despite them. Dove told women that they are more beautiful than they think. This monumental campaign proved that no matter what your product is, if you identify a story that others can relate to emotionally and experience visually, your audience will take note.

So how does this relate to you and your brand? By identifying your own meaningful story and harnessing the power of video storytelling you can win over the hearts (and wallets) of your target audience. Stories are extremely powerful. Don’t wait until you’re on the brink of bankruptcy to tell yours.