The Role of Fiction in Building Emotional Marketing Campaigns

In the crowded world of marketing, storytelling is a powerful way to stand out. Fictional stories—when used creatively—can bring a brand’s message to life and connect emotionally with customers. Instead of just selling a product, you're inviting people into a world where your brand plays a meaningful role.

A great example is Lush Cosmetics’ "Snow Fairy" campaign. Every winter, Lush brings back its limited-edition “Snow Fairy” line with a magical, fictional story about a sparkling pink fairy who spreads joy and sweetness. The campaign uses whimsical language, fantasy-style packaging, and playful visuals that transport customers into a fun, enchanted world. This fictional storytelling creates excitement and loyalty—customers look forward to the character’s return each year like a holiday tradition.

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