STORYLIVING: THERE ARE MANY STORIES, THE REAL ONES ARE HEARD

In a time when the world is captivated by “immersive” experiences, it’s easy to forget the importance of staying authentic—true and honest in what we say and do, including for brands. Everyone strives to stand out and create something special, but in today’s vast landscape of possibilities and the extensive portfolio of experiences that brands use to bring their stories to life, claiming the top spot is challenging. Instead of focusing on being “the first,” content must be “real,” ensuring that technology enhances rather than detracts from the experience. The experiences created should genuinely reflect humanity and its perception of the world, aligned with the brand’s philosophy and vision.

This raises the crucial question that should be asked before beginning any creative concept:

How immersive can it be, while still being “real”?

With the rapid advancement of media and technology in the internet era, the approach to consumers had to evolve. Brand messages now come from everywhere, at all times. It’s difficult to process them, and even harder to create campaigns that “truly say” something. As a result, brands have realized that storytelling must evolve into something more—a narrative that places a real person, their emotions, and the values they believe in, both alongside and in front of the brand. Brands started offering “value” beyond products and services, thus connecting with people on a deeper level. In a word, they began embracing “Storydoing.”

“Storydoing” is a marketing strategy adopted by many brands. Rather than merely communicating through advertisements and marketing messages, they focus on ensuring that every consumer interaction reinforces and reflects the core values and narratives of the brand. They strive to actively involve consumers in the story they’ve crafted. The audience becomes a part of the experience, collaborating with the brand to create something entirely new. This involvement fosters a stronger relationship with the brand, as consumers are engaged not just physically, but emotionally.

The term “Storydoing” was popularized by Ty Montague, co-founder of the agency Co:, in his book True Story: How to Combine Story and Action to Transform Your Business, where he emphasizes the importance of aligning a brand’s actions and experiences with its narrative and purpose.

Early examples of “Storydoing” include brands that translated their values and narratives into actions and experiences, becoming recognized for their authenticity and societal impact.

A pioneer of storydoing is the outdoor clothing and gear brand Patagonia. For decades, this American brand has been dedicated to environmental protection through its campaigns. Through the initiative “1% for the Planet,” the company donates 1% of its revenue to environmental conservation efforts. Another well-known campaign by Patagonia is “Don’t Buy This Jacket,” which encourages people to reduce consumption and conserve natural resources.

Coca-Cola is famous for its campaigns that connect emotionally with consumers through compelling stories. Recently, they took this a step further with the “Every Bottle Back” campaign. As part of this initiative, Coca-Cola committed to reducing plastic bottle usage and increasing recycling. Recognizing that the brand is one of the largest producers of plastic bottles, they have taken concrete steps to address environmental concerns. While the campaign may have its controversies, it’s a positive move toward addressing the issue, especially given the company’s significant impact on global pollution.

Perhaps the most recognizable global storydoing campaign is the famous “Share a Coke.” This campaign brought the brand into the personal space of consumers by replacing the Coca-Cola logo with popular names and terms like “friends,” “mom,” and “dad,” creating a space where consumers could craft their own stories with a beloved brand. The idea was to make the act of sharing a drink a special experience, with the brand becoming a “device” through which someone could give special attention and significance. In this way, Coca-Cola transformed drinking a beverage with loved ones into a personal, special, and meaningful experience—something that is often taken for granted.

Today, many successful brands use storydoing as a fundamental marketing strategy. They create dynamic experiences that immerse consumers in the brand’s narrative. Storydoing is becoming increasingly important as people seek more than just products—storydoing allows them to experience the brand’s values and message firsthand. The goal is to create unforgettable experiences that evoke positive emotions, build brand loyalty, and foster a sense of belonging.

However, brands have not stopped there. People don’t just want brands that tell stories—they want brands that act in line with their values. Consumers seek brands that allow them to practically express their opinions, life philosophy, and values.

Storyliving extends the concept of storytelling into the entire consumer lifestyle. It involves crafting a consistent and cohesive brand narrative across various touchpoints and channels, both online and offline. Brands employing this principle aim to integrate their story into consumers’ lives, ensuring their presence throughout the consumer’s journey. This can include creating engaging content, leveraging social media, developing personalized experiences, and aligning the brand message with consumers’ lifestyles and aspirations.

In recent years, more and more examples of quality storyliving have emerged, though the “best” concepts can be subjective and vary based on individual preferences and industry trends. A notable example of storyliving is the “Immersive Experience” based on the Westworld series.

At this 2017 event, visitors could interact with actors, participate in storylines, and explore meticulously designed sets. The line between fiction and reality was blurred, allowing participants to fully immerse themselves in a captivating narrative.

Recognizing the potential of Storyliving, we at M2C have been working for years to incorporate it into our collaborations with certain brands—where it truly makes sense and where both the client and the consumer can derive the most value.

One such project was a digital campaign for the CUPRA brand. The goal was to create a strong positive first impression of the brand and present the CUPRA FORMENTOR as a distinctly different choice in the automotive market. In this digital campaign, we combined brand values with a pervasive experience, aiming to embed these values into the lifestyles of those participating in the campaign.

The CUPRA HERO online campaign is centered around an interactive video, an innovative form of digital communication complemented by influencer activities, social media engagement, and Google ads. The campaign culminated in a unique event we organized for the digital participants—a real-life test drive of the CUPRA FORMENTOR.

CUPRA HERO is a story about the heroes within each of us, those who make a meaningful impact on others and their community through small, everyday actions.

The heroes of the CUPRA event and campaign are embodied in Parkourist characters. These enthusiasts of alternative urban movement encapsulate all the values that the CUPRA brand stands for. The willingness to find the most unexpected way to get from point A to point B is the essence of what defines a true CUPRA driver. Before the start of the video, each participant selects their hero, who represents one of FORMENTOR’s superior characteristics: speed, strength, or responsiveness. In this way, CUPRA infused the excitement that all of its vehicles bring to their owners, especially the FORMENTOR.

It’s clear that marketing concepts can create memorable and engaging experiences by immersing participants in a carefully crafted narrative world. However, just as with mass consumption, the mass production of concepts often leads to missed opportunities. Brands frequently attempt to apply storydoing but rarely “hit the mark.” This often happens because they neglect to focus on substance before form when developing a new campaign or concept.

Another challenge is working with creative agencies that sometimes struggle to capture the brand’s essence and the founder’s vision when crafting and developing concepts.

Brands that become and remain significant always return to their “core essence”—why they exist and what they stand for. Through their storydoing and storyliving activities, these brands consistently implement their values and vision from start to finish. Along the way, they involve people who become central to the “story,” adding value to the entire campaign and completing it through their participation.