< 1 Min Read
Color by Numbers
The average person lives 26,826 days.
But how else can you measure a human life?
That’s the question Etsy asks in its latest campaign, “Celebrate Being Human.” The answer: 76 summers, 12 jobs, 2.5 billion heartbeats, 10 fresh starts, six best friends and three broken hearts.
Said another way, a life is measured in moments that matter. You can watch the campaign’s full launch video here.
Turning Data into a Story
In the video, Etsy uses a clever storytelling technique to make a point. Instead of rattling off a series of facts, it pairs them with emotional images and music to tell the story of a happy human life.
“The numbers make something abstract feel tangible and help surface the idea that a life is made up of both big milestones and small, defining moments in between,” explains Etsy CMO Brad Minor.
Data can add effect to an overall message, but it is rarely impactful enough to inspire action. Research shows that stories are remembered significantly more than a single data point. Some studies have proven that stories are up to 22 times more memorable than facts alone.
In the B2B space, this concept is even more relevant. Marketers regularly reference data to influence decision makers. But these numbers are less impactful when they are left in a silo without context.
Like Etsy, today’s smartest marketers are using data to support a broader narrative about the positive impact their products or services will have on their customers and their lives.