Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
It's no secret that storytelling is a key tool for brands and marketers that want to connect with consumers—and boost sales. "There's plenty of popular demand for good stories, if binge-watching, binge-listening, and binge-reading statistics are an indicator," explained Ilya Vedrashko, svp and director of research at Hill Holliday's consumer research arm, Origin. "Stories move not only people, but they also move product."
But just how much? To find out, Origin created a series of experiments in which consumers were shown items paired with either standard descriptions or more detailed stories—from user reviews to creator bios, and even fiction.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in