The fantastic four storytellers

How Non-Profits are stealing the private sector the show with creative storytelling on social media. 

The year just started and companies all over are working on their creative strategy for 2015. Something new, something that sets them apart and makes profit skyrocket. Don’t we all want that?

Only a few have really mastered the science of great storytelling through social media. Interestingly, the main competitors of  Nike, Red Bull & Co which invest millions in their strategies, are the ones who do not even have a marketing budget most of the time.

Take a look at those four non-profits and charities to find out why they master storytelling:

  1. Charity:water

Charity:water is a fantastic example how to engage users and create a community that is self empowered. Here are some examples of their recent campaign on Twitter and Facebook.


   2. Unicef

Another great example how to embed powerful visual storytelling to your content strategy is Unicef. For their latest campaign #IMAGINE they worked with fans and celebrities to create awareness. They are masters in matching the right content with the right social platform. Watch the YouTube video and take a look at their latest campaign.


   3. (Red)

Red is a organization that resells iconic products from companies like Apple, Beats & Co to donate 100% of the money to fight Aids. Their content is highly sharable and a visual eye catcher. They love to use User Generated Content (UGC) to increase the engagement and make the community part of their social channels. Here are two examples of their Twitter and Instagram channels.

Strive for progress. #Regram @stefankunz

Ein von (RED) (@red) gepostetes Foto am

   4. Amnesty International

No need to explain what Amnesty International is fighting for globally. Besides their moving stories and beautifully curated content, they also master to publish the right content at the right time and become part of social media movements. Here are two examples how they reacted in a timely manner on Twitter and Facebook to the recent terror attacks in France.


Being a master of storytelling is not only a matter of finding the right story.

Here are 4 Golden Rules that can set you apart from the rest and make your story stand out:

1) Involvement 

The greatest story can only come to life if your fans believe in it and feel the desire to support it, share it and stand behind your story. 

2) Timing

Publishing the right content at the right time and including the right message is one of the most important strategic elements of a storyteller. 

3) Context

Each platform is powerful on it's own. Deciding which content works where best and how to connect every storyline to create a rich experience on social is the real master piece.

4) organic

Forget your brand message for a moment. It's about the story. Only if you give your story enough room and do not treat it primarily as a strategic marketing element, it will truly thrive.