Misfits Stories: The Power of Storytelling in Creative Effectiveness
In the race to produce content at lightning speed, many advertisers overlook the essentials of impactful storytelling. In doing so, brands are limiting their creative effectiveness and ROI.
We know that storytelling has the power to change behaviour and attitudes. So why then, is half the advertising industry delivering sales style pitches, focussed on product features to disengaged audiences?
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 reasons to take note
Ipsos Creative Excellence analysed 15,000 ads and discovered something that should stop every marketer in their tracks: half of ads don't tell a story at all. The other half? They understand the power of storytelling.
The Misfits Multiplier
Building on the success of Misfits (2022), Ipsos Creative Excellence’s signature research on how creative advertising experiences drive brand outcomes by embracing a “not fitting in” mindset - the latest chapter turns to the lost art of storytelling.
Misfits Stories focuses on the impact of stories in advertising through the Misfits Mindset. The analysis finds that Misfits‑inspired storytelling is nearly three times more effective at driving memorability. By putting the audience at the forefront, empathising with them by showing their world, and where the brand fits in, and is entertaining in a unique and surprising way, earns a prized place in the audiences’ memory banks. These are not the predictable, safe story arcs, they are gloriously weird and beautifully illogical narratives.
These are the stories that are nearly 3x more effective.
The analysis further highlights that ads that put stories at the heart of the experience are significantly more likely to increase sales. Ads with stories are 2x more effective in changing behaviour than those that only focus on showing brand features. By using a sequence of events the audience can connect with, and positive character outcomes related to the brand, stories act as a vehicle for effectiveness.
Visit Misfits Stories to ignite your storytelling journey and effectiveness gains
Misfits StoriesContact the author
Adam SheridanGlobal Head of Products & Analytics, Creative Excellence
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Misfits Stories
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