People Don’t Share Ads. They Share Stories.
Why the brands people remember aren’t necessarily the ones with the biggest advertising budgets. They’re the ones with the stories people can’t stop repeating.
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People Don’t Share Ads. They Share Stories.
Want People to Talk About You? Give Them a Better Story to Tell.
Facts Don’t Travel. Stories Do.
One of the unfortunate consequences of the social media revolution is that facts don’t travel nearly as fast as stories do.
A well-researched article might be read by a few thousand people. But a funny video, an outrageous claim, or an unbelievable story can circle the globe before lunch.
Like it or not, that’s the world we live in now.
Which made me smile when I saw what Columbia Sportswear did.
But First, a Story.
Actually, it’s your story.
You’re standing around your July Fourth barbecue when someone starts explaining exactly how they know that the Earth is flat.
Not only do you know better, but you know better than to argue. So, you nod politely, wonder how long it’ll take before they shift to the moon landing being staged, and wander off to refill your drink.
A Challenge No One Could Resist Sharing
Columbia’s CEO had a different reaction. And instead of avoiding the conversation, he jumped right in, and put his money where his mouth is.
His company challenged flat-earthers to prove their theory by finding the edge of the Earth. If they could photograph it, Columbia would give them the company. The entire company. Inventory, assets, locations… the whole enchilada.
Read More: Columbia’s Expedition Impossible
The challenge was obviously impossible, which was exactly what made it irresistible.
People laughed and argued. More importantly, they forwarded it to friends. News organizations picked it up, and social media did what social media does.
By the time it was over, Columbia reported more than 80 million earned impressions, more than 10 million video views, and 261 pieces of earned media.
The challenge was obviously impossible, which was exactly what made it irresistible. And why the campaign spread everywhere. Before long, news organizations picked it up, and social media did what social media does.
Why It Worked
What I love about it, besides its unorthodox moxie, is that almost nobody forwarded Columbia’s campaign because they suddenly needed a rain jacket. They forwarded it because it made them smile. Columbia simply happened to own the story, and their products came along for the ride.
People Don’t Share Advertisements
That’s a useful reminder for anyone trying to market themselves or their business today.
Most of us spend our time polishing our advertisements.
But maybe we should spend more time creating something worth talking about in the first place.
The advertisement might be the invitation, but the story is what people remember.
And if the story is good enough, they’ll tell it for you. Because that’s how value grows, one conversation at a time.
Give People a Story Worth Retelling
Sure, facts still matter. But if you want them to travel, wrap them inside a story people can’t wait to retell.
If your organization is looking for new ways to create value by giving people something worth talking about, let’s talk.