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]
Brands/Products
Airtel Engages Customers on Concerns Around Data Usage, Others
By Modupe Gbadeyanka
On Tuesday, April 14, 2026, customers of Airtel Nigeria felt more involved and loved when the telecommunications company gathered them together at the Lagos Travel Inn Hotel in Ikeja to discuss some of their concerns, especially around data usage, transparency and their experience with its services.
It was the first-ever Customer Forum of Airtel Nigeria in Lagos, where regulators, high-volume data subscribers, 5G customers, and other key stakeholders learned ways to tackle the issue of data depletion.
The event, themed Understanding Your Data: How to Take Control, also highlighted Airtel Nigeria’s ongoing investments in customer experience, including enhanced digital tools, clearer usage dashboards, and expanded retail and support networks aimed at improving transparency and accessibility.
“This is our very first customer forum, and it is more than an event. It is a bold statement that in today’s digital economy, the most important voice is the informed customer,” the Director of Marketing at Airtel Nigeria, Mr Ismail Adeshina, said.
He emphasised that while data has become central to everyday life, from business transactions to education and healthcare, concerns around data value and consumption remain valid and must be addressed transparently.
“Data is no longer a luxury; it is a necessity as essential as electricity and water. However, as usage grows, customers are asking an important question: “Am I truly getting value for the data I purchase? This is not just a technical issue; it is a matter of trust,” Mr Adeshina added.
He further explained that evolving usage patterns, including high-definition video streaming, cloud-based applications, and background app activity, have significantly increased data consumption compared to previous years. According to him, the forum was designed as both a listening platform and an educational session to help customers better understand how their data is used.
“We are here to listen, to explain clearly, and to provide evidence. When customers understand how their data is consumed, it shifts the experience from uncertainty to control and from frustration to confidence,” he further disclosed.
On her part, the Director of Customer Affairs Bureau at the Nigerian Communications Commission (NCC), Ms Freda Ruth Bruce-Bennett, reaffirmed the regulator’s commitment to protecting consumer interests and ensuring service quality across the industry, noting that data consumption has become deeply integrated into daily life, making any perceived loss of data a significant concern for users.
“We understand that data is central to how people live and work today, which is why concerns around data depletion are taken seriously. The NCC has put mechanisms in place to ensure that consumers receive the quality of service they deserve and that their voices are heard,” she said.
Ms Bruce-Bennett encouraged customers to take advantage of the NCC’s consumer portal, which provides guidance on data management and a platform for lodging complaints.
“There is an A to Z of data management tips available on the NCC portal, and we encourage consumers to use it. We also continue to work closely with operators like Airtel to ensure that complaints are addressed promptly and transparently,” she added.
On customer engagement and service delivery, the Customer Experience Director at Airtel Nigeria, Mr Oladokun Oye, highlighted the company’s multi-channel approach to supporting customers across the country.
“At Airtel Nigeria, customer experience is not just a function; it is embedded across everything we do. From our network design to how we communicate and resolve issues, the customer remains at the centre,” he said.
He noted that Airtel maintains one of the most extensive customer touchpoint networks in Nigeria, including over 1,000 exclusive shops, a dedicated contact centre accessible via 300, and multiple digital platforms such as the MyAirtel App, web channels, and AI-powered chatbots.
“These channels are designed to provide not just service, but clarity and understanding. We are also continuously improving our digital platforms to ensure customers can track and manage their usage in real time,” Oye added.
He further advised customers to engage only with authorised Airtel outlets to ensure service quality and protect personal information.
The Airtel Customer Forum forms part of a broader industry effort, in collaboration with the NCC, to promote data awareness, transparency in billing, and improved customer education.
By creating a platform for open dialogue, Airtel Nigeria is reinforcing its shift from a transactional relationship with customers to a more collaborative and informed partnership.
The company noted that insights from the forum will inform future improvements in service delivery, customer communication, and digital tools, as it continues to support Nigeria’s journey towards a more inclusive and transparent digital economy.
Brands/Products
NAFDAC Warns Consumers Against Fake Colgate Brand in Circulation
By Adedapo Adesanya
The National Agency for Food and Drug Administration and Control (NAFDAC) has alerted the public to the distribution of unregistered and suspected counterfeit Colgate toothpaste brand in Nigeria.
In a public notice shared on X (formerly Twitter), the agency said its Post-Marketing Surveillance Directorate received a complaint regarding the sale of the products in Kaduna State by a shop owner.
Following an investigation, officials of the food and drugs surveillance organisation visited the outlet and discovered two suspected counterfeit products branded as Coglaet ActivGel 100g and Coglaet Herbal 100g. The spellings were not only the indicator, but the production standards.
According to the agency, the shop owner disclosed that the items were sourced from a door-to-door sales representative but could not provide proof of purchase.
NAFDAC stated that the products failed to meet regulatory standards for registration and quality assurance, warning that they pose potential risks to public health and safety. It also added that the stated manufacturer could be traced to Baiyun District, Guangzhou, China.
The agency confirmed that the items have been removed from circulation, while efforts are ongoing to trace those responsible for their distribution.
NAFDAC urged consumers to remain vigilant and report any suspected sale of substandard or counterfeit regulated products to the nearest office, via its hotline or official email channels.
In a statement, NAFDAC said, “All NAFDAC zonal directors and state coordinators have been instructed to conduct surveillance and mop up the unregistered and counterfeited products if found within their zones and states.
“Distributors, retailers, and consumers are hereby advised to exercise caution and vigilance within the supply chain to avoid the distribution, sale, and use of counterfeit products. The products’ authenticity and physical condition should be carefully checked.”
Consumers are advised to report any suspicion of the sale of substandard, falsified, or counterfeit regulated products to the nearest NAFDAC office, call NAFDAC on 0800-162-3322, or via email: [email protected]. For complaints, the Reforms Unit can be reached: 09097630506, 09097630507, or email: [email protected]
Brands/Products
Airtel Nigeria Suspends Airtime, Data Lending Services
By Modupe Gbadeyanka
Barely 24 hours after MTN Nigeria announced the suspension of its data and airtime lending services, another operator, Airtel Nigeria, has followed suit.
In a statement on Friday by its Director of Corporate Communications & CSR, Mr Femi Adeniran, Airtel Nigeria said it would not no longer offer the airtime and data credit services for now.
However, the company noted that customers will continue to enjoy uninterrupted access to airtime and data purchases through its existing channels.
The Federal Competition and Consumer Protection Commission (FCCPC) introduced new rules on lending services in the country, and in compliance with this, telecommunications companies had to suspend rendering the services.
The affected services allowed eligible prepaid customers to borrow airtime or data and repay on their next recharge.
The Director of Marketing at Airtel Nigeria, Mr Ismail Adeshina, in the statement, noted the suspension of the services was to “align our operations with evolving requirements.”
“Airtel Nigeria remains committed to the highest standards of compliance, transparency, and consumer protection, while continuing to innovate responsibly within Nigeria’s digital ecosystem,” he added.
The telco noted that the temporary suspension is not expected to have a material impact on its service standards across the country, promising to provide updates on the status of the service in due course.
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