Why the best campaigns feel like stories
Shahad Al Nouri
A simple story framework I use with clients, and how to write one for your own brand.
Facts inform, stories move people. The campaigns I remember from the last ten years all have the same shape: someone with a problem, a moment of change and a better day after.
Start with the customer, not the product
The hero of the story is the person you are talking to. Your product is the helper who appears in the middle.
Make the problem specific
“Busy mornings” is vague. “Three children, one bathroom and a school bus at 6:40” is a story people recognise and share.
Show the change
End with a scene, not a slogan: the calm breakfast, the finished project, the family that finally has time. Write your next brief in these three lines before you write a single headline.