Digital Storytelling as a Strategic Tool for Brand Communication

This thesis examines digital storytelling in video advertisements as a strategic tool for brand communication. By analysing cases from various industries, the components of effective brand stories are explored. The analysis focuses on two main objectives: 1) consumer-oriented brand communication, through analysis of examples of effective video advertisements, the study explores how digital storytelling can reveal corporate culture and values to consumers; 2) talent acquisition brand communication, the research focuses on video commercials in recruitment to analyse how digital storytelling can successfully incorporate information about the company culture, values and job opportunities. Through this in-depth exploration of academic, business literature and analysis of successful commercials, the thesis aims to provide valuable insights into the art and science of digital storytelling, empowering brands to create compelling narratives that communicate their values to consumers and job applicants.