The document highlights five notable story mining campaigns from various brands, showcasing their unique storytelling approaches. TOMS emphasizes its 'one for one' model in support of those in need, Dodge shares the influential story of its founders, Jack Daniels collects humorous bar stories, Volvo showcases Swedish culture with iconic figures, and GoPro features user-generated content in heroic rescue moments. Each campaign utilizes compelling narratives to connect with audiences and promote their brand values.

1. Top 5
Story Mining Campaigns
Picked by:
Lemon Scented Tea

2. 5. Toms, One for One
In a series of movies this shoe brand shows how they work with ‘One for one’. They
give away a pair of shoes for every pair they sell. They have extended this concept
for other products. With every product they sell, they help a person in need. For
example: TOMS Eyewear purchases provide a person in need with a full eye exam by
trained medical professionals. Each patient then receives the treatment he or she
needs. The expansion is shown by this campaign.
Link: https://www.youtube.com/watch?v=7MV3HWQHl1s

3. 4. Dodge, The Dodge brothers
The story of the dodge brothers is being told in several clips. They were some of the
most dynamic characters in the auto industry. They left Ford to start their own brand.
Because they believed driving is a holy endeavor. It is an fully integrated campaign
that highlights the Dodge Brothers' passion for making great cars and show how this
passion and spirit still drives Dodge brand today.
Link: https://www.youtube.com/watch?v=Ot8Yzm8pbew

4. 3.Jack Daniels, Bar Stories
Jack Daniels feels that everyone loves a good bar story. For this campaign they
collected real bar stories from real people in real bars and presented those on the
site, titled Tales of Mischief, Revelry & Whiskey. To give you a preview: there is a
story about a bar guest who wanted to borrow twenty dollars and gave his glass eye
as guarantee.
Link: http://barstories.jackdaniels.com/

5. 2. Volvo, #MADEBYSWEDEN
Volvo Cars, Swedish football star Zlatan Ibrahimović and leading pop music producer
Max Martin have joined forces for this campaign. The cooperation between the three
Swedish icons is based on a shared will to highlight Sweden’s nature and people.
With this campaign they want to show they are proud of Sweden and why Volvo is
able to stand out in areas like safety, design and environment. In the clip you see
Zlatan in a traditional Swedish environment.
Link:
https://www.youtube.com/watch?v=tqrCGf9DwxU

6. 1. GoPro, Be A Hero
This clip is part of a GoPro campaign that shows several user experiences, filmed by a
GoPro camera. Here you see how fireman Cory Kalanick rescues an unconscious
kitten from a burning house filled with smoke. It is truly user generated content, they
have mined the existing stories of users and used them for this campaign.
Link: https://www.youtube.com/watch?v=CjB_oVeq8Lo

7. What is your favorite example of
story mining?