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How Effective is Storytelling in Marketing?

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Storytelling in Marketing1

By Kenneth Horsfall

To begin with, what is storytelling generally? According to wikipedia.org, storytelling is the social and cultural activity of sharing stories, sometimes with improvisation, theatrics or embellishment.

Every culture has its own stories or narratives, which are shared as a means of entertainment, education, cultural preservation or instilling moral values.

Crucial elements of stories and storytelling include plot, characters and narrative point of view. The term “storytelling” can refer specifically to oral storytelling but also broadly to techniques used in other media to unfold or disclose the narrative of a story.

Storytelling is one of the oldest yet most powerful communication tools we have as humans. Stories help us to share, engage and comprehend in ways few other mechanisms can.

In marketing, storytelling provides an avenue to connect to consumers unlike any other. Brands are empowered to share and sell their values and personality in a form that feels less like advertising and more like a concerted effort to strengthen customer relationships.

Storytelling’s importance to marketing is undeniable; Jennifer Aaker, a professor at Stanford’s Graduate School of Business, puts forward three core reasons as to why:

  1. Stories Shape How People See You
  2. Stories Are Tools Of Power
  3. Stories Persuade And Move People To Action
  • Stories shape how people see you:

Brand narratives help form perceptions and attitudes. How people speak about and the way a brand presents itself all influence key metrics such as purchase consideration and brand loyalty. There is power in crafting stories to develop a desired identity and authenticity that hopefully resonates with consumers.

Try thinking about a brand you particularly like. Now imagine they were a person. How would you describe them to friends?

  • Stories are tools of power:

One of the best things about a great story is the ability to engross and capture an audience completely. Think about the last book you read that you just couldn’t put down or a party you’ve been to where someone shared an anecdote that had people hooked on every word. Often is the case, you’re completely absorbed in what your reading/hearing and time feel like it slows down around you.

In the world of marketing, communicating a great story has the potential to cut through much of the monotony of today’s advertising by presenting something that is unique and captivating, making consumers stop and listen.

  • Stories persuade and move people to action:

Stories are far more impactful in promoting retention and behaviour than functional messaging. A London School of Business study found that when people hear statistics alone, “they retain only 5% to 10%” of what they’ve heard. Yet, “when stories are used to convey the same information, retention jumps to a remarkable 65 to 75%.”

Now, understanding the importance of storytelling, what makes an engaging story? How do marketers create a desired feeling and experience for their consumers to help drive brand connection?

Matthew Luhn, story consultant and animator known for his work in Pixar movies such as Toy Story, Ratatouille and Inside Out, shares five core elements he believes all great stories should possess:

  1. Hook
  2. Character transformation
  3. Connection with the audience
  4. Authenticity
  5. Structure
  • Hook:

The hook relates to the story’s core theme. In essence, what will draw people in and make them compelled to see what is about to unfold? Luhn explains it usually needs to be something unusual or unexpected to grab the audience’s attention immediately.

  • Character transformation:

Once you have captured the attention of the audience, it is important to take them on a journey. Stories inspire transformation. People tend to live vicariously through characters. It is, therefore, essential to question; what is the message we are hoping to convey, and how will this advertisement effect a change in the consumer?

  • Connection with the audience:

A story may be expertly crafted in hook and transformation, but if you don’t truly understand the audience you are trying to appeal to, it is likely to become lost or ignored. It’s not simply a case of knowing demographics either; a strong comprehension of things like audience values and motivators is critical for connection. Luhn uses the example of Ratatouille:

  • Authenticity

Authenticity is perhaps one of the most difficult aspects of storytelling in marketing, Consumers are often wary that they are being advertised to. It is, therefore, important to communicate something that comes from a piece of truth based on enduring insight rather than something that feels manufactured.

  • Structure

Finally, how the story is told is critical for its success. Simply put, structures that comprise a set-up, conflict and pay-off are believed to be most effective in storytelling.

Storytelling is a powerful method of learning. As marketers, we should always seek to learn more about the world we live in, the brands we represent, and the consumers we serve. One of the things that are unique about stories is that they transmit knowledge and meaning. We learn from observations and first-hand experiences and by sharing those experiences through stories.

Storytelling can be a powerful tool that enables marketers to understand what is going on in the marketplace and what that means for the customer, consumer, society, brand, and company.

In addition to being an important strategic tool, storytelling can be an important tactical tool that lets marketers engage consumers in a fragmented media world. Because there is such media fragmentation, consumers are not just looking for different experiences but different delivery. Why should a consumer give you their time? Storytelling isn’t just a creative approach to marketing. It gives your consumers a totally different entry to your brand.

Kenneth Horsfall is the creative director and founder of K.S. Kennysoft Studios Production Ltd, fondly called Kennysoft STUDIOs. Kennysoft STUDIOs is a Nigerian Video and Animation Production Studio. He is also the founder and lead instructor at Kennysoft Film Academy. He can be reached via [email protected]

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Temu Partners Dellyman to Scale Logistics Capabilities Across Nigeria

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Dellyman Temu

By Modupe Gbadeyanka

As part of its strategies to aggressively scale its logistics capabilities across key African markets, especially in Nigeria, the fast-growing global e-commerce powerhouse, Temu, has entered into a delivery partnership with Lagos-based logistics startup, Dellyman.

Through this collaboration, Temu customers in Nigeria will experience faster, more predictable, and more transparent deliveries, a critical factor in sustaining the platform’s customer satisfaction as order volumes continue to rise.

Dellyman’s technology-driven approach, spanning rider management, route optimisation, and customer visibility, played a central role in Temu’s selection process.

In the pilot phase, Dellyman completed more than 1,300 deliveries with a 95 per cent success rate, demonstrating its readiness to support large-scale e-commerce operations nationwide.

Founded in 2020, the firm has grown into one of Nigeria’s most reliable same-day and last-mile delivery platforms.

The company recently achieved a 10,000-order monthly delivery milestone in November 2025, contributing to a cumulative total of more than 300,000 lifetime deliveries.

This track record made Dellyman a strong fit for Temu, which is aggressively scaling logistics capabilities across key African markets.

“Our partnership with Temu is a major endorsement of the vision we set out with, to build Nigeria’s most reliable, scalable, and transparent last-mile delivery infrastructure.

“Achieving a 95 per cent delivery success rate during the pilot underscores our readiness to support high-volume e-commerce platforms.

“This collaboration shows that local startups can meet and exceed global standards when given the opportunity,” the chief executive of Dellyman, Mr Dare Ojo-Bello, said.

He further noted that the partnership represents more than operational growth as it signals a shift in how global e-commerce brands view Nigerian logistics capabilities.

“This is not just about fulfilling orders; it is about reshaping perceptions of what Nigerian delivery companies can achieve. We are committed to building the kind of infrastructure that supports international standards, empowers local businesses, and ultimately strengthens consumer trust in the broader digital economy,” he noted.

Mr Ojo-Bello added that Dellyman will continue investing in capacity, fleet expansion, and merchant-facing tools to ensure superior delivery experiences for Temu buyers and other online shoppers nationwide.

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Verve Issues Over 100 million Cards to Customers, Celebrates Milestone

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Verve 100 million Cards

By Aduragbemi Omiyale

Over 100 million cards have been issued to customers by Africa’s leading payments card brand, Verve, across the continent.

This milestone has been described as a powerful symbol of growth, resilience, and the evolving needs of millions of Africans who rely on Verve every day.

The accomplishment has been said to underscore the company’s deep consumer insight, continuous innovation, and unwavering dedication to customer satisfaction.

Verve’s evolution has consistently been inspired by the needs and aspirations of its users. Today, its acceptance footprint stretches across Africa and reaches global markets through strategic partnerships with leading brands, including Google, Netflix, Spotify, AliExpress, Temu, Flywire, YouTube Premium, and others, unlocking broader access to lifestyle, entertainment, commerce, and mobility solutions for millions of cardholders.

“What began as a simple idea, one card designed to empower everyday life, has grown into 100 million stories, 100 million touchpoints, and 100 million reasons to deepen our commitment to delivering secure, seamless, and meaningful payment experiences across Africa,” the Executive Vice President for Group Marketing and Corporate Communications at Interswitch Group, Ms Cherry Eromosele, said at a media briefing in Lagos, where she was represented by the Divisional Head for Growth Marketing (Paytoken and MVNO), Chidi Oluaoha.

Ms Eromosele further noted that the milestone is shared with the broader ecosystem; banks, processors, merchants, regulators, and partners, whose collaboration has fuelled Verve’s remarkable growth.

Most importantly, she celebrated the millions of individuals who carry Verve cards in their wallets and mobile devices, acknowledging that their trust and loyalty continue to inspire the brand’s progress.

With the 100-million-card mark now crossed, Verve is poised to accelerate its expansion efforts, elevate customer experiences, and strengthen its global acceptance network.

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CREDICORP Launches Credit Programme for Easier Acquisition of Phones, Others

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CREDICORP Launches Credit Programme

By Adedapo Adesanya

The Nigerian Consumer Credit Corporation (CREDICORP)  has launched a national digital device credit programme that will make the acquisition of smartphones, laptops, and other essential digital tools easier for working Nigerians.

According to the scheme, which was introduced by the Nigerian government to democratise consumer credit access to Nigeria’s working population, the country’s progress is increasingly driven by access to the tools that help people learn, earn, and participate fully in a modern economy.

Over the past year, CREDICORP has supported thousands of Nigerians to acquire the assets that make daily life easier, from mobility solutions that shorten commutes and increase productivity to renewable energy systems that keep homes and small businesses powered and productive. Each intervention has shown the same outcome: when Nigerians are allowed to access essential tools through fair and responsible credit, their lives improve rapidly.

The new rollout builds on the success of the pilot phase already completed under the partnership. In the first phase, CREDICORP, working through E-Finance Company with technology support from Credlock, enabled over 1,000 Nigerians to access smartphones through affordable credit, many for the first time. The strong repayment performance and the speed of adoption demonstrated both the appetite and the national need for this kind of support.

Via this new phase, CREDICORP is poised to scale the program significantly, targeting over 15,000 Nigerians who will be able to access smartphones or laptops that directly enhance their productivity, income potential, and digital participation.

To deliver this initiative at scale, the organisation is once again working through one of its Participating Financial Institutions, E-Finance Company, with technology support from Credlock, whose intelligent device-collateral system allows for secure, responsible, and efficient access to credit. Together, E-Finance and Credlock will ensure that Nigerians can seamlessly apply for, finance, and collect the digital devices they need, without the heavy burden of upfront payments.

Speaking on the new phase, CREDICORP’s Managing Director, Mr Uzoma Nwagba, noted that this is a natural progression of the institution’s work.

“From mobility to renewable energy, we have witnessed the profound impact that access to credit can have on people’s daily lives. Nigerians are ambitious and hardworking; they simply need fair pathways to acquire the tools that move them forward. Digital devices now sit at the center of learning, earning, and productivity, and expanding access to them is a critical step in building a more digitally ready nation.”

On his part, Credlock’s CEO, Mr Dayo Fabayo, emphasized the power of turning everyday devices into pathways for progress. “Every smartphone represents potential to learn, to work, to access opportunity, and to live with dignity. At Credlock, we believe the device in someone’s hand can be the bridge to their financial future. Working with CREDICORP and E-Finance allows us to scale that vision to millions of Nigerians.”

This initiative is part of CREDICORP’s broader mission to expand consumer credit and improve the quality of life across the country. By widening access to digital tools, CREDICORP is supporting a more connected, productive, and future-ready Nigeria, one where every citizen can thrive.

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