Examples of corporate storytelling: let’s learn about Amazon’s

You are probably interested in reading some examples of corporate storytelling. In this article we analyze the one used by Amazon for a well-known commercial.

Through storytelling Amazon becomes a Company with a human face.

In this article I analyze the Storytelling of the commercial that everyone has seen at least once on TV and which I consider a true masterpiece.

Let’s start with the definition of this Marketing strategy provided by Oxford Languages:

“Storytelling is the art of storytelling employed as a persuasive communication strategy, especially in the political, economic and corporate spheres.”

Through Brand storytelling, Companies can communicate in a different way, engaging the recipient in a deep and personal way.

One of the basic conditions, is that the story told is not obvious or trivial to our target audience.

I personally find many Coca-Cola advertisements obvious and trite. They appeal to emotion, but other than that, the message is basically banal.

Amazon’s advertisements, are based on effective storytelling. They are definitely more elaborate and, in some respects, more devious.

At this point one would be inclined to say that Coca-Cola’s are better.

The purpose of this article is not to make a judgment of how storytelling is used, but a technical analysis of how it is implemented.

Let’s rocket off right away by analyzing the first Amazon commercial.

Storytelling Italian examples: Laura’s story

Transcription of the audio track:

“My name is Laura, I became a very young mom, so I hadn’t worked for years, I said I’ll try. My kids at first said what do you do among the kids? But how do you compete with them? Amazon came at a time when it was hard to find a job, I don’t set limits on myself, never say I can’t do something.”

Let us try to analyze the text together.

• My name is Laura = I am real, I am real, I am not a paid testimonial to say what I am about to say.
• I became a very young mom = how many people are in the same condition? Yes, even you who are watching this commercial at this very moment.
• so I hadn’t worked for years = thanks to Amazon I found a job. Amazon helps people like me and like you who are watching the commercial.
• I said I try = In Amazon everyone can succeed, Amazon is a great opportunity for everyone.
• My children at first told me what do you do among the boys? = Amazon is a place made up of both young and old, where everyone can get involved.
• But how do you compete with them? = Amazon is a place where you can make your way, where you can realize your career.
• Amazon came at a time when it was difficult to find a job = Amazon helped and saved me. Where companies were closing doors in my face, Amazon helped me.
• I don’t put limits on myself = At Amazon no one puts limits, if you want you can make a career.
• Never say I can’t do something = At Amazon anything is possible.

Storytelling examples:The story of Muhammad

Transcription of the audio track (inaccurate, apologies for any mistakes):

“My name is Muhammad, my favorite phrase is (I couldn’t understand the phrase), it’s a way of saying to always keep fighting. My sister was born with disabilities, which is a difficult thing. My parents are very happy that I can help them financially. My team put on some songs and they see me do some dancing. It makes me all feel like family.”

Let’s analyze the audio track together. Let me preface this by saying that I have followed the making of so many videos and commercials. If they wanted, they could have asked Muhammad to learn the text perfectly by heart to omit errors or unclear expressions. I think the choice to keep the audio “natural” is intentional, to highlight more that the person was not born in Italy.

• “My name is Muhammad = I am not Italian.
• my favorite sentence is (I couldn’t understand the sentence), it’s a way of saying to always keep fighting = if you really believe, you too can do like me and work in a big Company
• My sister was born with disabilities, which is a difficult thing = There are so many families in Italy and elsewhere who have to take care of a person with a disability. Amazon also helps these families.
• My parents are very happy that I can help them financially = If you don’t want to be a burden on your family, join Amazon and you will also have the opportunity to help them financially
• My team put on some songs and they see me do some dancing = Muhammad is fully integrated, and that’s also — or mostly — thanks to Amazon.
• It makes everyone feel like family = Amazon is one big Family.

Storytelling marketing examples: a brief reflection on the Amazon commercial

Clearly what I have written is a personal analysis.

Probably those who shot the commercials could say that nothing is intended, but that live commercials were made with people taken “at random.”

I don’t think so. For the simple fact that Amazon is a very large Company, which leaves nothing to chance. Otherwise, it would not have become what it is.

Why did Amazon decide to use Storytelling for its commercials?

I think the goal was to humanize a company that makes an inordinate amount of money. Many times Amazon has been the focus of interviews, videos, etc., where workers complained about the pace of work.

So he decided to alternate commercials, pure sales, with human-faced videos = We make money, but we help people.

Basically, storytelling communicates that Amazon helps people or more simply:

Dear viewer who is watching the commercial, you must be happy when you make a purchase through Amazon, because you, too, indirectly help these people.

Good day to all.

Want to find out more interesting facts about the Storytelling technique?
Read articles on this topic from Factory Communication Marketing and Communication Agency:

• Visual Storytelling: what is your story?
• Autogrill Group’s Signature Storytelling

FAQ on Storytelling