We like to take the time to watch some of the best examples of corporate video to sharpen our own storytelling skills. In our search, we came across this powerful, emotional piece of storytelling from MetLife Hong Kong on YouTube.
Here’s the video titled “My Dad’s Story: Dream for My Child”.
You can see the emotional impact the story conveys within a short three-minute video. It is so successful because it follows the traditional three-act structure of a feature film, but does it in just three minutes.
The first act establishes the father-daughter relationship through the reading of her letter to her father. The second act begins with the line, “He lies.” The story then pivots to show the struggles the father faces as he works physically demanding jobs to keep his daughter at school and provide for her.
The emotional climax begins when the father realises that his daughter has noticed his sacrifices and is grateful for everything he does.
The video has been a huge success, attracting millions of views on YouTube. That success lies in its ability to draw an emotional response from the viewer. MetLife, which specialises in life insurance and financial services, made the bold choice not to create a video directly about its products. Instead, it found an emotional idea connected to its business and built a powerful story around it.
Using Emotion in a Real Corporate Video
Emotional storytelling does not have to take the form of a fictional advertising campaign. It can also come from the honest experiences of real people.
Dream Engine used this approach in a video we produced for the Nursing and Midwifery Health Program Victoria, or NMHP. The program provides confidential support to nurses, midwives and students who are experiencing personal or professional difficulties.
Rather than beginning with an explanation of the organisation and its services, the video opens with Danielle describing how she felt before contacting the program:
“I felt hopeless and isolated, a bit defeated as well.”
She talks about grieving the death of her father, experiencing relationship difficulties and struggling to leave the pressures of nursing behind when she went home. Within the first few moments, the viewer understands what was at stake for her personally.
The NMHP and its services are then introduced through Danielle’s experience of seeking help. We learn about the program’s confidentiality, specialist nursing knowledge and compassionate approach because we see how these things affected her. The information is still communicated, but it forms part of a human story rather than being presented as a list of services.
The video also has a clear emotional progression. Danielle begins in a place of isolation and uncertainty. With support from the NMHP, she starts setting small goals, exercising, training her dog and eventually joining the Brunswick Women’s Choir.
These visual details help make her recovery tangible. We do not just hear that she is feeling better. We see her rebuilding her confidence, reconnecting with other people and returning to activities that give her life meaning.
By the end of the video, Danielle can say:
“I’m excited about what the future is offering for me. I’m in charge now.”
This transformation gives the audience a reason to believe in the value of the NMHP. The organisation does not need to make exaggerated claims about the difference it can make. Danielle’s story demonstrates that difference for them.
Why Emotional Corporate Videos Work
The benefits of using emotion in your corporate videos can be significant. A strong story can create a connection with the viewer and help them understand what your organisation does on a more human level.
It can also make information more memorable. Instead of simply hearing about confidentiality, support services or case management, viewers remember Danielle arriving apprehensively at the NMHP, being welcomed by a nurse and gradually beginning to live her life again.
This does not mean every corporate video needs to be sad or highly dramatic. Emotion can also come from pride, hope, humour, relief, belonging or a sense of achievement. The important thing is to identify the human experience behind the organisation’s work.
Both the MetLife advertisement and the NMHP video focus on a person before they focus on the organisation. That is what allows the message to connect. The business or service remains central to the story, but the audience experiences its value through the life of another person.
If you are looking to create an engaging corporate video with a strong emotional hook, get in touch with Dream Engine.
Ryan Spanger is the founder and managing director of Dream Engine, a Melbourne video production company established in 2002. Over the past two decades, he’s produced hundreds of videos for businesses, government departments, universities and healthcare organisations across Australia. Ryan specialises in helping organisations explain complex ideas through clear, engaging video content, with particular experience in corporate communications, training and education.
