Raw data can be hard to interpret, and even harder to recall. But a good story? Everyone remembers (and shares) a good story.
As the examples below illustrate, the best data-driven stories align with relatable trends, tap into human emotions, and revolve around the customer experience.
If you want to use data to tell customer stories, take inspiration from these exceptionally creative campaigns.
5 Data-Driven Examples to Inspire Your Brand Storytelling
1. Spotify Wrapped
Perhaps the most successful data-driven campaign of recent times, Spotify Wrapped has established itself as an annual cultural phenomenon. Along with aggregate trends highlighting the year’s most popular artists, albums, and songs, the music streaming platform personalizes data stories for each individual user. Rather than simply listing “your favorite music,” Shopify interprets listening habits as unique personality quirks. By tapping into customers’ sense of identity, these data stories are inherently shareable and present a masterclass in making data fun.
2. Google Trends
Continuing the “year in review” theme, Google Trends Year in Search delivers an annual snapshot of the people, events, and viral moments that dominated our search terms over the previous 12 months. The interactive report allows users to filter trends by geographic regions, timelines, and interests, creating a more personal journey through Google’s global data. By condensing billions of search queries into an engaging, nostalgic piece of content, Year in Search exemplifies data-driven storytelling at its best.
3. Zillow Housing Data
Zillow generates a steady stream of data-driven media coverage thanks to its regular reports on property prices. But beyond public relations, the real estate marketplace transforms data into practical content for each of its key audiences. Prospective home-buyers, for example, can access a house’s climate risk data based on historical floods, wildfires, and air pollution. For sellers, the site offers data-backed resources on the most effective details and wording to use in their listings. Through these tailored narratives, Zillow demonstrates how brands can turn large datasets into impactful stories for a variety of audiences.
4. Uber Lost & Found Index
As with many great stories, the Uber Lost & Found Index shows that the most intriguing insights often lie in the most granular data. At first glance, the “most frequently lost items” in Ubers are not particularly interesting (clothing, luggage, headphones). However, when you dive into which items are lost at different times of the day and week, certain trends begin to emerge – phones and vapes are most commonly lost on Fridays and Saturdays, for example, while riders are most likely to forget their luggage on Mondays. Without too much elaboration, these insights instantly tell a story that resonates.
5. The Daily Routines of Famous Creative People
Ever wondered if renowned creatives adhere to The 5am Club or intermittent fasting routines? Podio, a project management software company, analyzed data from the book Daily Rituals to reveal great minds don’t actually think alike. Their interactive infographic showcases the different sleep, work, leisure, and exercise habits of various creatives and thought leaders, challenging the myth of a singular successful routine. By presenting old data in a new way, Podio crafted a unique visual story that garnered significant media coverage.
Data-Driven Stories Drive Meaningful Connections
The beauty of data-driven storytelling lies in its power to resonate in a way that numbers simply cannot. By combining compelling data with interactive visuals and a strong narrative, businesses can spark fresh conversations and develop more authentic connections with their audience. Ready to get started? Learn more about how to use data to tell customer stories.
