In marketing, strategy is often viewed through a data-heavy, goal-oriented lens. Yet it can be far more potent when approached as a form of narrative creation rather than merely a function of planning.
Storytelling helps translate data and abstract strategic concepts and messages into relatable, memorable marketing and experiences, leading to better decision-making, stronger internal alignment, and more impactful results with audiences.
There are three story techniques that can be leveraged for effective marketing strategy: projective storytelling, journeys of transformation, and stories to remember. Together, these techniques form the scaffolding of a strategic narrative that helps a brand resonate emotionally, intellectually, and culturally.
Stories make strategy stick as they provide a mental framework that is easier to recall. Marketing becomes more effective when brand messages or product facts are turned into meaningful, memorable experiences.
These techniques come to life in a recent case study for The RealReal, the world’s largest luxury resale authenticated marketplace, where a strong story led to outstanding increases in brand growth (awareness rising by 9%, consideration by 6% and usage by 7%). With revenue accelerating by 14% (Q4 23 vs. 24) while competitors remained flat. (The RealReal is a measurement client of Tracksuit, which did not otherwise work on this campaign.)
This success didn’t require any extra marketing spend, only a story about a shop not selling anything. This is the power of story-driven marketing, where a retail moment became a living narrative that people felt compelled to share.
The RealReal: Turning a strategy into a story
In June 2024, The RealReal launched a pop-up installation on Canal Street in New York City, a location notorious for counterfeit fashion goods. But instead of the usual range of products sold through The RealReal, the store's shelves were stocked with seized counterfeit luxury handbags that, at first glance, appeared indistinguishable from their authentic counterparts.
While the 'store' featured signs saying it was permanently closed as the items weren’t for sale, they did host monthly events to engage the community. During this time, individuals were invited to move from inauthenticity to integrity.
Why? To start a conversation about the meaning of authenticity in fashion, and beyond. Reinforcing The RealReal’s brand positioning as experts in authenticated goods.
Here’s how it did it, framed through the lens of our three storytelling techniques.
1. Projective storytelling: Imagining a new world built on authenticity
At its core, The RealReal’s activation dared the public to imagine a world where counterfeit culture is eradicated and authenticity reigns. It was an act of creative projection, showing what the future could look like if we chose real over fake.
This is what strategy is – a future place that hasn’t happened yet. Or what Nancy Duarte, a business storytelling expert refers to as a ‘call to adventure’. By showing the gap between the status quo and a better future, we feel compelled to act. We can’t unknow it.
The fake handbags behind glass acted as artefacts of a past the audience is invited to leave behind. The installation challenged viewers to project forward into a different kind of consumerism that is rooted in ethics, sustainability, and real value. This technique of imagining and creating a new world for a brand helps consumers rethink their expectations of both the brand and how they themselves can have a greater impact.
Why It Matters.
By presenting a speculative future that raises questions rather than giving answers, it demands the audience pays more attention. Sparking an emotional reaction that in this case is able to elevate the brand from simply selling products to the role it plays in culture.
2. Journeys of transformation: From dupes to dialogue
The RealReal framed its Canal Street activation as a transformation journey, not only for itself, but also its customers, the fashion industry and society at large.
This strategic narrative highlighted how the audience could join this journey to change by connecting past behaviours with opportunities to evolve. By contextualising fakes as a response to exclusivity and luxury inaccessibility, the campaign acknowledged consumer motivations while offering options towards more sustainable and ethical choices.
This emotional tension provoked the public and industry to learn, to interrogate, and to engage in a dialogue. It featured the audience as integral characters – in control – of the story, that they then made viral. This is what Ana Andjelic, globally renowned brand-builder and author of ‘The Sociology of Business’, describes as ‘creativity that beats efficiency’.
Just like a character's evolution in a story, from good to bad or bad to good, a brand can take a similar journey. Mimicking what we love in stories – overcoming evil! The audience becomes entwined and empathetic to the brand’s plight.
Why It Matters.
When brands disrupt the norm they create space for deeper interaction and transformation. Helping build trust and connection by recognising shared flaws.
3. Stories to remember: Turning a campaign into a cognitive imprint
Rather than relying on dry facts about authentication or ethical sourcing, The RealReal embedded those details into a cohesive and provocative story. By framing it as a narrative with a problem, conflict and resolution, the brand made its message easier to remember.
Audiences weren’t told a message. They were shown a scenario and asked to judge the situation for themselves. This made the message more personal and thought-provoking, turning a short-term marketing moment into something sticky.
Why It Matters.
Stories make strategy stick as they provide a mental framework that is easier to recall. Marketing becomes more effective when brand messages or product facts are turned into meaningful, memorable experiences.
Bottom line: Marketing strategy is a story well told.
Leanne Tomasevic is UK and US Head of Insights at Tracksuit.
Explore the IPA Advanced Effective Storytelling Course
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Last updated 29 May 2025