Brand storytelling on YouTube, an example of best practice. Presentation in Italy, Rome in 2013.

1. Charmaine du Plessis
University of South Africa
South Africa
Rome, Italy, 2013

2. Discussion today
Introduction
The brand and brand storytelling as a branding
technique.
Theoretical Framework used for the Visual
Rhetorical Analysis
Telling a Brand Story through Social media
Research Question
Research methodology
Findings and Discussion

3. Introduction
All brands have a story to tell.
Marketers increasingly use this branding
technique to engage with consumers to
connect with the brand on an emotional level.
Brand storytelling (narrative branding) evolved
to a digital environment - even more
opportunity for brands to connect and engage
with consumers online.

4. Introduction
This study explores the brand storytelling theme
of a major global brand in a social videosharing
network.
Wants to establish which of Aaker's (1991) brand
personality dimensions are manifested to
facilitate an emotional appeal.
Principles of visual rhetoric were used by
applying Artistotle's classical ethos persuasion
technique to a digital environment.

5. Introduction
Brand storytelling typically uses persuasion to
convey beliefs to the target audience through a
plot.
Using visuals in advertising, including brand
storytelling, is a well-known persuasion
technique.
Rhetoric often uses persuasion with words or
images and has since also evolved to the digital
environment, referred to as digital rhetoric – this
study = videos in a social network.

6. The brand and brand storytelling
as a branding technique
A brand is a “symbol around which social actors,
including firms, suppliers, supplementary
organisations, the public and customers construct
identities” – brand thus perceived as personality.
“New brand” invites consumers to participate to
build a relationship with the brand through
experiences, metaphors and stories.
Branding creates awareness about the company,
what it stands for using different branding
techniques.

7. The brand and brand storytelling
as a branding technique
Branding techniques usually are aimed at building
relationships and at touching the emotions of
consumers.
One branding technique which is gaining more
prominence among companies is that of brand
storytelling.
The brand story is usually told by the product or
service, the customer (word-of-mouth) or even by
a convincing third party.

8. The brand and brand storytelling
as a branding technique
“Persona-focused storytelling” - the brand's story
usually starts with the spoken form of a brand’s
character or personality.
All brand story elements should thus focus around
this personality to connect the brand story as a
whole.
Brand story elements usually include a theme,
characters, a plot and a setting.

9. Theoretical Framework used for the
Visual Rhetorical Analysis
Personality dimension (Aaker 1991) Manifestation
Sincerity Down-to-earth, honest,
wholesome, cheerful
Excitement Daring, spirited, imaginative, up-
to-date
Competence Reliable, intelligent, successful
Sophistication Upper class, charming
Ruggedness Outdoorsy, tough

10. Brand Storytelling through
Social Media
 Social media have changed the way in which
brands tell their stories by making available
numerous social media networking sites.
 Allowing electronic word of mouth (eWOM) by
and to potential millions of online consumers.
 Consumer reads the brand narrative and then
contributes to the story based on own
experiences and feelings.

11. Brand Storytelling through
Social Media
 In a social network environment branding
through storytelling should be relevant and
engage the online user who usually takes on
an active role but does not need to leave his
or her home.
 Existing brand image is replaced by new
images and perceptions as consumers
participate in the conversation.

12. Telling a Brand Story
with YouTube
 YouTube is the ideal online platform for
companies to tell their brands’ stories using
interesting characters and visuals.
 Founded in 2005 provides a platform through
which billions of users can watch and share
original videos.
 Now Google owned = powerful visualisation
tool to 800 million unique users each month.

13. Telling a Brand Story
with YouTube
 Can upload original videos or upload existing
videos in its original or edited format.
 Can create a subscription based dedicated
channel to post notifications to subscribers
about any new videos that were published.
 Companies now also create brand channels to
promote their brands and to engage with brand
fans by frequently publishing videos.

14. Research Question
Which brand personality theme was
conveyed to evoke emotions of viewers as
part of the brand storytelling of a major brand
in a videosharing social network?

15. Research Methodology
 Visual rhetorical analysis concentrating on
Aristotle’s ethos persuasion technique of a
brand storytelling video on YouTube of the
best major global brand, namely Coca Cola–
Interbrand 2012.
 Identified the major theme in video according
to Aaker’s (1991) framework + potential
emotional appeal conveyed through the brand
story – not semiotic analysis.

16. Brand Storytelling Coca-Cola
By March 2013, Coca-Cola had 111, 718
subscribers to its YouTube brand
channel with more than 127 million
video views for 1592 videos.
The video Coca-Cola Security
Cameras was purposively selected
because of its high number of views
indicating its popularity.

17. Plot Security cameras around the world are
watching ordinary people who show acts of
kindness and bravery towards others which
opens happiness. They all drink Coca-Cola
Title of video Coca-Cola security cameras
Characters Ordinary people
Date published 30 November 2012
Setting City life
Length of video 1.31 minute
Audience International
Aaker's brand personality theme Sincerity
Emotional appeal Those who drink Coca-Cola are happy
people - become part of happiness
Number of views as on 2013

18. Brand Storytelling Coca-Cola
 The rhetorical situation of the visual rhetorical analysis
is a purposively selected video available in the dedicated
brand channel of Coca Cola on YouTube.
 Within the context of this study, the speaker is either a
character or characters making an emotional appeal to
viewers who select to watch the brand stories based on
interest (receivers) while sharing a brand story
(message) as part of a coherent theme.
 The receivers are also subscribers to the brand's
YouTube channel who can also select to share the videos
with a wider audience through electronic word of mouth
(eWOM).

19. Brand Storytelling Coca-Cola
 Based its brand’s story on a recognisable and coherent
brand personality theme as also argued by Herskovitz
and Crystal.
 Coca-Cola usually shares brand stories portraying fun,
freedom and refreshment.
 For this brand story, ordinary characters are being
portrayed as down-to-earth, sincere, helpful and happy.
 Theme of sincerity makes an emotional appeal to
viewers by attempting to get an emotional reaction
through positive associations with the brand in the form
of a story about getting happiness by helping others.

20. Brand Storytelling Coca-Cola
 Aristotle's classical ethos communication technique
is evident in the positive, persuasive arguments and
possible emotional reaction evoked by those who
select to watch the videos.
 Cleverly suggested that if viewers drink Coca-Cola,
they would also be happy in the same way.

21. Conclusion
 Although the framework used for this visual rhetorical
analysis could be criticised, it could serve as a useful
framework for future similar studies in a marketing
context.
 Aaker’s (1991) personality framework of sincerity
could also be applied to the brand storytelling theme
of the video in the sample. This video could make an
emotional appeal to viewers by potentially evoking a
positive association with the brand.
 Only one video was analysed and not the series of
available brand stories.
 Can also not be generalised to other brands or videos.

22. Conclusion
 Future studies could include more videos in the analysis, a
more in-depth analysis of brand storytelling techniques and
themes as well as brand storytelling videos where
consumers share stories about their experiences with a
brand.
 Brand personality dimensions (themes) as well as
Aristotle's classical persuasion techniques are all
interdependent, while viewers may also experience brand
stories in different ways and not necessarily as intended.

23. Thank you