In our last article in this series, we reviewed how humans are wired to tell and respond to stories. When we do, our brains release neurochemicals, such as oxytocin. One reason a story works so well is that it introduces a main character — the protagonist. It also introduces the obstacle preventing the main character from completing a journey or achieving a goal. As readers, we identify with the hero of a story because we come to learn vicariously through the hero’s feelings, thoughts, and beliefs as we travel with them on their journey.
This is the heartbeat of narrative persuasion, a concept that says stories can reduce barriers to accepting alternate ideas and worldviews. In advertising, narrative persuasion shows how a product or service can enhance our lives, decreasing objections to making a purchase. Character-driven advertising is one of the most powerful weapons in the marketer’s arsenal. When other storytelling elements, such as setting, tension, plot, and theme are used skillfully, ads can be elevated to a near art form.
First, start by revisiting the basic question of how your product or service helps your customers succeed. Then think about how you can convey the answer through a story. It’s a given that your products and services solve customer challenges with their unique features. The key is to frame the story so that the customer becomes empowered and able to overcome their challenges because they acquired your product or service.
Using storytelling in ad campaigns can make even the most industrial products more approachable by adding emotional impact and inspiring your audience. When you add an unexpected twist to your ad copy, your audience will remember your brand and think of it whenever they need the services or products you offer.
Let’s use a real ad concept to demonstrate. In the summer of 2018, Gore PharmBIO Products, the life sciences division of W. L. Gore & Associates, launched a new product — the GORE® STA-PURE Flexible Freeze Container. The Gore team engaged Cobalt to develop a creative campaign that would introduce these innovative storage containers to the market as a new platform for biopharmaceutical cold chain handling. Ultimately, their goal was to encourage target prospects to order a sample container and test it themselves to validate its durability and stability at between -40°C to -86°C.
Cobalt’s “Not That You Would, But You Could” concept placed the STA-PURE containers in extreme environments to emphasize the product’s strength and durability in extremely cold conditions. Photography featured scenarios such as an astronaut on the surface of Mars and a mountaineer in Antarctica. The tagline, “Because these containers can take it, no matter where you take them,” reinforced the concept. Deliverables included an integrated set of advertising and marketing communications, including a campaign landing page, an email marketing campaign, display ads, tradeshow creative, and social media messaging.
In this example, rather than focusing on the product features and benefits, the ad headline sets up a ‘what-if’ scenario that takes the product out of the lab and places it in real-world situations. The campaign shows that a common customer challenge — pharmaceutical storage bags breaking at very low temperatures — is solved with the very sturdy STA-PURE containers. The images invite imagination and evoke emotion and inspiration, key elements of storytelling.
The campaign was very successful, creating a buzz among decision-makers and influencers. It led to a number of inquiries and sample orders, even before Gore’s trade show event officially launched the product. The clients at Gore told Cobalt, “The marketing team had such a strong feeling about the campaign creative that we pushed leadership to accept it even though it was out of our comfort zone. Because the creative aligned with the value proposition and was true to the product positioning, they decided to proceed — and we were rewarded with a significant number of qualified leads.”
Consider the following tips to ensure your ads are memorable, emotionally engaging, and inspiring.
In the ads for Gore, we chose extreme environments — Mars, Antarctica, and Mount Everest — that achieve temperatures rivaling those found in pharmaceutical cold chains. We combined this satisfying parity with an effective headline that captures the reader’s attention. The evocative headline “Not That You Would, But You Could” is a cheeky recognition of these very cold places where pharmaceutical manufacturing is unlikely to happen but could occur if you used Gore’s extra-strong containers.
In this ad campaign, the aspirational photos of explorers engage the audience. Most people perceive astronauts and mountain climbers as heroes and will readily adopt their perspectives. By associating the Gore products with heroes, the concept immediately establishes an emotional connection between the audience, the hero figure, and the product pictured in the ads.
In this case, Gore was targeting prospects in biopharmaceutical manufacturing companies who were involved in cold storage and transportation. These professionals face significant challenges in maintaining product stability across their global distribution networks. The copy speaks directly to this very specific audience: “If you are responsible for making cold chain decisions…”
In harsh environments like Mount Everest, there is no margin for error. Only the best equipment will ensure survival. These ads rely on this high-stakes adventure for full effect. For example, “GORE® STA-PURE Flexible Freeze Containers aren’t like typical single-use storage containers. They have been designed to protect bulk drug substance with greater crack- and impact-resistance during cold chain handling, even after freezing at -86 C°.”
For the Gore campaign, our designers selected strong ‘hero’ images to spark the imagination.
Use technical and scientific data to support the story. In this ad campaign, we included container sizes and other relevant information such as options for tubing and connectors for many pharmaceutical and bioprocess applications.
Use a strong call to action (CTA) so that customers can take action right away after they see your ad. In this series of ads, prospects are invited to order a sample container to begin the process of validation testing.
Effective Advertising Storytelling - 7 Techniques
See another blog post in this series: The Case Study: Using Storytelling in Science Marketing and Communications
Visit our GORE STA-PURE Flexible Freeze Container Success Story to learn more about how we helped Gore PharmBIO Products, the life sciences division of W.L. Gore & Associates, launch their new product — the GORE STA-PURE Flexible Freeze Container.
To learn more about using storytelling in science marketing for your science-focused business, and how Cobalt helps science-focused companies with all aspects of communications, visit the Cobalt services page or contact the Cobalt team.
Kerry Bennett & William Harris
The original version of this page was published at: https://cobaltcommunications.com/cobalt-60/the-ad-campaign-using-storytelling-in-science-marketing-and-communications/
Cobalt works at the intersection of science and strategy, helping healthcare, medical, technology and scientific companies communicate more effectively with their internal and external audiences.
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