White Claw: Storytelling principles applied to UX and web copy
In the summer of 2016, a refreshingly novel idea washed over the beverage industry, heralded by the arrival of White Claw. This wasn’t just another product launch; it was the beginning of a great brand story — one that inspired me to help steering the brand by polishing its narrative with the help of practiced storytelling techniques.
White Claws existing brand 'story' left a lot to be desired, with their original ‘About Us’ section being somewhat lightweight, flimsy and lacking in cohesive storytelling.
Original copy:
WE ARE WHITE CLAW WE'RE INSPIRED BY THE POWER, PURITY AND POTENTIAL OF OCEAN WAVES. |
Amplifying brand identity through story
Dan Harmon’s Story Circle, also known as the story wheel, is a narrative structure framework designed to outline the stages of a character’s journey in a story. It’s based on Joseph Campbell’s Hero’s Journey and is used widely in scriptwriting, particularly in television. The Story Circle consists of eight key points that represent a cycle the protagonist undergoes, which are:
1. You - Establish the character and their normal world.
2. Need - Something happens that creates a need or desire; the character realizes they want something.
3. Go - The character enters an unfamiliar situation; they leave their comfort zone.
4. Search - The character adapts to the new situation, searching for what they need.
5. Find - The character finds what they were looking for.
6. Take - The character pays a heavy price for achieving their goal.
7. Return - The character returns to their familiar situation.
8. Change - The character has changed as a result of the journey.
In reimagining the brand as the protagonist in its own dynamic story, I essentially repurposed Dan Harmon’s narrative framework to frame White Claw's brand narrative in a new light. The revised generic template looked like this:
1. Character (Brand): Introduces the brand identity, establishing it as the central character of the story.
2. Need (Goal): Describes the brand’s aspirations or objectives. This section outlines what the brand aims to achieve, setting up the narrative’s driving force.
3. Go (Event): Discusses an inciting incident, an event that propels the brand into a new or unexpected journey, catalyzing the narrative.
4. Adapt (Invention): Details the brand’s innovation and adaptation processes, describing how the brand solves problems to achieve its goals.
5. Get (Success): Celebrates a major breakthrough where the brand exceeds its expectations and achieves significant success.
6. Take (Challenge): Introduces a new challenge that arises as a direct consequence of the brand’s success, adding tension to the narrative.
7. Return (Back to Brand): Brings the focus back to the brand in a familiar setting, recentering the narrative.
8. Change (Insight): Concludes with a newfound perspective or insight that changes or enhances the audience’s understanding of the brand, offering a reflective close to the journey.
This framework gave structure not just to copywriting, but to UX layout and UI, reimagining the “About Us” page as a hero’s journey while detailing White Claw’s ambitions and challenges. This innovative approach meant looking for the right story beats in White Claw's origin story and teasing them out to inform a sense of authenticity
So, what happened when we put this revised storytelling model into practice?
Revised treatment:
So, we had a refreshing idea. |
Each segment of the story, from the initial ‘event’ that set the journey in motion to the ‘challenges’ and ‘insights’ gained, was crafted to resonate emotionally with the audience, making the brand’s history engaging and relatable. This method not only detailed the factual milestones of White Claw but also positioned the brand as a living entity, continually evolving and adapting in its quest to redefine the beverage industry. This story-driven approach deepened consumer engagement by presenting the brand’s achievements and aspirations within a compelling, narrative-driven framework:
Vodka, with a fresh take
This application of narrative theory went on to permeate White Claw's website. And, when they launched their own Triple Distilled Vodka, there was a new story to tell — highlighting its unique triple wave filtration process and setting this superior vodka apart in a crowded market.
Through engaging web content, including detailed blog posts and strategically designed social media campaigns, we achieved a significant boost in brand engagement. The campaign led to a 30% increase in website traffic and a notable 40% rise in page dwell time, directly contributing to a 25% surge in sales during the first quarter post-launch. This success exemplified the power of targeted storytelling and its capacity to transform product perception and drive consumer interest.
Riding the Wave: How a Story-Driven Approach Became White Claw’s Global Communication Strategy
What began as a creative spark on White Claw’s “About Us” page quickly grew into a tidal wave of influence that reshaped the brand’s entire global communication strategy. The narrative approach that had breathed new life into the brand’s online presence was so successful that it soon became the cornerstone of White Claw’s strategy across multiple markets. This is the story of how a single, story-driven idea evolved into a powerful, scalable framework that propelled White Claw to the forefront of the global beverage industry.
The Initial Ripple: A Narrative Transformation
The journey started with a simple yet profound shift in perspective. White Claw, already a leader in the hard seltzer market, needed more than just another product page; it needed a narrative. By positioning the brand as the protagonist in its own story, we crafted an “About Us” page that didn’t just inform but engaged, drawing visitors into a dynamic journey through White Claw’s history, challenges, and triumphs. This approach resonated deeply with consumers, transforming the page into one of the most visited sections of the site and setting a new standard for brand storytelling.
The Wave Grows: Adopting a Story-Driven Strategy
Seeing the impact of this narrative approach, White Claw recognised its potential on a larger scale. The brand’s leadership team, in collaboration with their trusted digital partner Bernadette, made a strategic decision: to adopt this story-driven model as the foundation for all global communications. The task at hand was ambitious—replicate the success of the “About Us” narrative across diverse markets, ensuring that every piece of content, from product launches to digital campaigns, was imbued with the same compelling storytelling.
To achieve this, we needed to design a content framework that was as adaptable as it was engaging. The challenge was to maintain a unified brand voice while allowing for regional nuances—each market required content that was tailored to local tastes and trends, yet consistent with White Claw’s global identity. Working closely with Bernadette, we developed a scalable narrative structure that could be easily adapted across different platforms and regions.
Central to this approach was the creation of modular content assets, or atomic assets, that could be rapidly assembled and customised for specific markets. This not only ensured brand consistency but also allowed White Claw to respond quickly to market demands. Whether launching a new product in North America or rolling out a campaign in Europe, the brand’s message remained clear, cohesive, and compelling.
Automation at Scale: Efficiency Meets Storytelling
As White Claw’s influence grew, so did the need for efficiency. The brand’s expansion into new markets required a strategy that could handle the complexities of global rollouts without sacrificing quality or consistency. This is where automation came into play. By integrating advanced automation tools, we built a system that could manage global digital campaigns at scale. Supercharged spreadsheets and motion graphics pipelines were used to generate video content and other digital assets quickly, allowing White Claw to maintain the same high standards across all regions.
This automation didn’t just streamline the process; it enhanced it. The ability to produce and customise content on a massive scale meant that White Claw could maintain its story-driven approach even as it expanded into new markets. The brand was no longer just telling its story; it was living it, in real-time, across the globe.
The Impact: A Unified, Global Brand Story
The results were nothing short of transformative. White Claw’s global digital ecosystem became a seamless blend of consistency and customisation, allowing the brand to maintain its core identity while resonating with local audiences. The new, story-driven strategy was not only scalable but also future-proof, ready to adapt to the brand’s ongoing growth and evolution.
Campaigns that once might have been standard product rollouts were now rich, narrative-driven experiences that engaged users and drove conversions. The introduction of new features, like immersive landing pages for events and products, further enhanced the brand’s digital presence, making each interaction with White Claw an engaging story rather than just a transaction.
The adoption of a story-driven approach as White Claw’s global communication strategy was a pivotal moment in the brand’s history. What started as a simple narrative shift on a single web page evolved into a comprehensive, scalable strategy that defined the brand’s global presence. This approach didn’t just enhance White Claw’s digital footprint; it solidified its position as a leader in the industry, proving that storytelling, when done right, can be as powerful as the product itself.
As White Claw continues to ride the wave of success, its story-driven strategy remains at the heart of its global communications, ensuring that every market, every campaign, and every piece of content resonates with the same dynamic energy that defines the brand. This journey, from a single page to a global strategy, stands as a testament to the enduring power of a well-crafted story.
To be continued...
White Claw’s journey since 2016 has been marked by a wave of innovation, notably through its triple wave filtration process that set new standards in the spirits industry. This approach, using charred coconut shells for distillation, was not merely about creating perfect vodka but reshaping consumer expectations and establishing a unique lifestyle around the brand’s offerings. The challenges of maintaining momentum post-launch were met with relentless innovation and an expanding collection, each new product reinforcing White Claw’s commitment to excellence.
This transformative story enhanced the ‘About Us’ page, turning it from a simple backdrop into a compelling narrative that guides users through White Claw’s origins, ethos, and continuous triumphs. By integrating Dan Harmon’s storytelling framework into the web content, we not only enriched the narrative but also deepened consumer engagement, inviting them to partake in a lifestyle of unparalleled refreshment and quality. This strategic storytelling approach has redefined how consumers interact with and remember White Claw, ensuring every interaction resonates with the brand’s innovative spirit and echoes the original wave that started it all.