破格故事：敘事方法如何決定創意成效
在這場追求用閃電般的速度產出的內容競賽中，許多廣告主忽略了具影響力的敘事的重要性。此舉正限縮了品牌的創意成效與投資報酬率。
我們深知，敘事擁有改變行為與態度的力量。既然如此，為何廣告業中仍有一半的內容僅專注於「產品功能」的推銷式提案，且完全提不起閱聽眾的興趣呢？
Key insights
49%
Only half (49%) of ads attempt to tell a relatable story
3X
Misfits inspired storytelling is nearly three times more effective at driving memorability
2X
Ads with stories are 2x more effective in changing behaviour than those that only focus on product features
15,000 個值得關注的理由
益普索創意卓越團隊分析了 15,000 支廣告，並發現了一個足以讓所有行銷人停下腳步的真相：有一半的廣告完全沒有在說故事。 而另一半呢？他們深諳敘事的力量。
破格的加乘效應
延續 2022 年《破格者》研究中，益普索創意卓越團隊探討的創意廣告如何透過「不隨波逐流」的心態來驅動成果，最新篇章將焦點轉向了另一門失傳的藝術：敘事。
《破格者故事》聚焦於如何透過「破格心態」發揮廣告敘事的影響力。分析發現，受此啟發的敘事手法，其驅動記憶點的效率高出近三倍。透過將受眾放在首位，展示他們的世界並產生同理共鳴，進而導向品牌在其中的位置，並以獨特且令人驚喜的方式提供娛樂價值，藉此在受眾的記憶庫中贏得一席之地。這些故事並非平庸、安全的劇情走向，而是極其怪誕且不合邏輯，但充滿美感的敘事 。
而這些就是能讓效能高出近三倍的故事。
分析進一步強調，將故事置於體驗核心的廣告，顯著提升銷售的可能性更高。具備故事性的廣告在「改變行為」方面的效能，是僅專注於展示產品功能廣告的 2 倍。透過受眾能產生的一連串共鳴，以及與品牌相關的正面特徵，這樣的故事成了創意成效的關鍵載體。
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