Brands/Products
How Effective is Storytelling in Marketing?
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:
- Stories Shape How People See You
- Stories Are Tools Of Power
- 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:
- Hook
- Character transformation
- Connection with the audience
- Authenticity
- 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]
By Adedapo Adesanya
Top building materials and solutions brand, Lafarge Africa Plc, has unveiled a new thematic campaign tagged Beyond Buildings geared towards highlighting its impact and contributions to Nigeria’s infrastructural development.
The campaign was unveiled by the chief executive of Lafarge Africa, Mr Lolu Alade-Akinyemi, on Monday, December 8, 2025, in Lagos.
Mr Alade-Akinyemi noted that the campaign highlights how Lafarge, through innovative and sustainable building solutions, has continued to shape the socio-economic development and progress of Nigerians and Nigeria by contributing to the construction of various structures, including iconic buildings and bridges, stadiums, hospitals, roads, and more, ultimately aiding the nation’s overall growth.
“For over six decades, beyond the manufacturing of building solutions, we have partnered in building the very foundation of Nigeria’s infrastructural development and its future. With our innovative solutions, we have made a significant contribution to our nation’s progress by providing essential building materials for numerous landmark projects.
“This also extends to the expansion of our production capacity nationwide, creating jobs and livelihoods, bringing development to communities, and introducing innovative products to meet the ever-evolving construction needs of Nigeria,” he said.
He described the campaign as a celebration of strength, innovation, history, shared success, and the power of progress, noting that it is the story of the company’s humble beginnings, which dates back to 1960 when its first factory began production.
“The Beyond Buildings campaign is the story of our vision, which is to be the leading building solutions company, driving innovation and operational excellence to create a greener planet and enable national progress. It shifts the narrative from our products to the profound impact we make on human lives. Our materials transform into national landmarks, powering jobs, livelihoods, and development across every state,” he noted.
The thematic campaign Beyond Buildings spotlights how Lafarge has been a strong and steady partner in building infrastructure that underpins Nigeria’s socio-economic progress.
“We are celebrating our enduring legacy and committing to a new era of sustainable and innovative growth. This campaign empowers us to tell that story with confidence and clarity,” he added.
Delivering his remarks, the Commercial Director of Lafarge Africa, Mr Gbenga Onimowo, stressed that the premiere viewing is an opportunity to share the compelling reasons why the company’s story, ‘Beyond Buildings,’ must be told.
Mr Onimowo stated that the campaign aims to reinforce the company’s position at the heart of Nigeria’s construction growth since independence, as demonstrated by its extensive footprint of infrastructure development across every corner of the country.
‘However, our contribution is not merely about building solutions including cement, mortar, plaster of paris and readymix concrete. It’s about the shared future and the national development we actively enable,’ he said.
He stated that the campaign was designed to move the conversation past the physical structures and shine a light on the socio-economic impact that the company helps create.
“Our campaign highlights the immense progress built on the concrete of trust since 1960. Our materials are integral to iconic landmarks like the National Theatre, 1st and 2nd Niger Bridges, Third Mainland bridge, Lekki-Ikoyi link bridge, the National Assembly Complex and countless national, commercial, academic and residential structures nationwide,” he added.
The event was well attended by distinguished stakeholders from the building and construction sector as well as the arts, culture, media and entertainment industry, alongside many of the company’s esteemed customers including veteran Nollywood actors Richard Mofe-Damijo (RMD) and Kate Henshaw.
By Modupe Gbadeyanka
The prestigious Agency of the Year title has been clinched by X3M Ideas, a foremost integrated marketing communications (IMC) firm in Africa, at the Lagos Advertising and Ideas Festival (LAIF) Awards.
LAIF rolled out drums to celebrate its 20th anniversary at the Marriott Hotel, GRA Ikeja, Lagos, on Sunday, November 30, 2025.
The award ceremony, themed 20 Years of Crazy, was attended by several stakeholders in the IMC sector in the country.
At the event, X3M Ideas, established by a veteran in the industry, Mr Steve Babaeko, topped the medal table with 12 Gold, 20 Silver, and 24 Bronze awards, totalling 336 points. The second and third-placed agencies scored 153 and 141 points, respectively.
In 2023, X3M Ideas achieved a similar feat at LAIF and also emerged African Agency of the Year at the 2023 and 2024 editions of the African Cristal Awards.
During this period, Mr Babaeko was named African Personality of the Year, reaffirming the agency’s position as a leader in the African advertising industry.
The 2025 edition of LAIF was also a double celebration for X3M Ideas, as Mr Babaeko, alongside other industry leaders, received special recognitions and commemorative plaques for their invaluable contributions to establishing LAIF as West Africa’s premier creative showcase.
“We are extremely excited to win again at LAIF. This achievement demonstrates how we have continuously evolved, innovated, and remained creative, going ‘crazy’, in line with the theme of the award, by turning every brief into campaigns that resonate across all ages.
“This win also signifies that, together whether as individuals, agencies, or brands, we can shape the future of advertising, push boundaries, and redefine excellence,” Mr Babaeko, who is the Chief Creative Officer of X3M Ideas, said.
Recall, X3M Ideas broke a 70-year jinx to become the first Nigerian and West African agency to win at the Cannes Lions International Festival of Creativity.
The agency continues to put Nigeria on the global map, winning notable awards at the 2024 Lisbon International Advertising Festivals Group.
Additionally, X3M Ideas was recognised as one of Africa’s fastest-growing companies for 2025 by the Financial Times, ranked 31st among 130 companies across the continent.
Its campaign, Blood Sacrifice, also won at the 2025 Cannes Lions Festival, earning top honours at the prestigious ACT Responsible exhibition.
LAIF was established through the bold vision of the Association of Advertising Agencies of Nigeria (AAAN) to celebrate and elevate creativity within Nigeria’s marketing communications industry.
By Adedapo Adesanya
Netflix has reached a deal with Warner Bros. Discovery to buy the legendary TV and movie studio and assets like the HBO Max streaming service for $82.7 billion.
Warner Bros. Discovery is moving forward with its plans to split into two publicly traded halves in 2026. Once the split takes effect, Netflix intends to acquire the Warner Bros. half. The other half, Discovery Global, will house CNN and other cable channels. The Warner Bros. half includes its film and television studios, HBO Max and HBO.
The transaction values Warner Bros. Discovery at $27.75 per share, implying a total equity value of approximately $72.0 billion and an enterprise value of approximately $82.7 billion.
The deal is subject to regulatory conditions, of which there will be several, due to the size of the companies involved and what it means for competitiveness.
For several weeks, Paramount was thought to be the frontrunner in the auction for Warner Bros. Discovery. Paramount executives, who want to buy all of Warner Bros. Discovery – including its cable assets – were confident about their merger proposal and their mutually beneficial relationship with President Donald Trump.
However, Netflix surprised many with the boldness of its bids as it agreed to the same costly breakup fee that Paramount proposed, according to reports. This means the would-be buyer will pay Warner Bros. Discovery billions of dollars if the deal is not completed.
“Our mission has always been to entertain the world,” said Mr Ted Sarandos, co-CEO of Netflix. “By combining Warner Bros.’ incredible library of shows and movies—from timeless classics like Casablanca and Citizen Kane to modern favorites like Harry Potter and Friends—with our culture-defining titles like Stranger Things, KPop Demon Hunters and Squid Game, we’ll be able to do that even better. Together, we can give audiences more of what they love and help define the next century of storytelling.”
Mr Greg Peters, the other co-CEO of Netflix, said the acquisition would “improve our offering and accelerate our business for decades to come,” adding: “Warner Bros. has helped define entertainment for more than a century and continues to do so with phenomenal creative executives and production capabilities. With our global reach and proven business model, we can introduce a broader audience to the worlds they create—giving our members more options, attracting more fans to our best-in-class streaming service, strengthening the entire entertainment industry and creating more value for shareholders.”
“Today’s announcement combines two of the greatest storytelling companies in the world to bring to even more people the entertainment they love to watch the most,” said David Zaslav, President and CEO of Warner Bros. Discovery. “For more than a century, Warner Bros. has thrilled audiences, captured the world’s attention, and shaped our culture. By coming together with Netflix, we will ensure people everywhere will continue to enjoy the world’s most resonant stories for generations to come.”
The terms of the agreement will see each Warner Bros. Discovery shareholder receive $23.25 in cash and $4.50 in shares of Netflix common stock for Warner Bros. Discovery common stock share.
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