04 Storytelling
During Nectar’s earlier growth, we used founder-led storytelling to give the brand a human face. By sharing the process, challenges and day-to-day realities behind building the business, we aimed to create a stronger emotional connection and give audiences a reason to care and root for the company beyond the product.
Purpose
Similar to Sale or Fail, we wanted to create engaging content around things the business was already doing. I followed Jeremy, one of Nectar’s co-founders, using behind-the-scenes moments, business milestones and his perspective to bring audiences inside the brand. The goal was to make those updates feel like part of an ongoing story, giving viewers familiar formats they could return to, learn from and become more invested in as Nectar grew.
Approach
My Role
Production · Filming · Editing · Story Development · Scripting
I worked closely with Jeremy to help shape each story, find the strongest angle, build script outlines, capture footage and bring everything together in the final edit. I also paid close attention to audience response to see which topics, structures and storytelling styles resonated most and were worth developing further. Below are the repeatable series we settled on ↓
Selected Work
We turned common category confusion into an opportunity to educate the audience and clarify what made Nectar different. This video breaks down the meaning behind “zero sugar,” how labeling can be misleading, and why Nectar’s ingredient approach offered a simpler & better alternative option.
Product Education
We took audiences inside Nectar’s retail operations to show the decisions and nuances behind getting a product to sell. Store checks explored why certain locations were outperforming or underperforming, using merchandising, placement and shopper behavior while layering in humor and social trends to keep the business insight engaging.
Store Checks
We turned company updates into stories audiences could follow as Nectar grew. From pursuing a Costco placement to new samplings and retail milestones. This series gave viewers a front-row seat to Nectar’s growth and turned company milestones into an ongoing story they could follow and root for over time.
Building the Business
Longer-form vlogs gave audiences a looser, more immersive look at life behind Nectar. We captured events, travel, launches and everyday moments with minimal structure, then shaped the strongest footage into a story in post. As Jeremy became a recognizable face of the brand, the format also gave audiences a more personal connection to Nectar through his perspective.
Nectar Vlogs
Performance
Performance Snapshot
Storytelling helped shift the relationship from individual pieces of content to an ongoing connection with the brand. A recognizable face made the business feel more human, while recurring updates gave audiences context they could build on over time. The value was creating familiarity and giving people a reason to keep following the story.
What Worked
The strongest stories usually started with a clear question, problem or piece of tension to get the audience interested asap. In reference to the selected work above; Why was one store outperforming another? What would it take to get into Costco? What does “zero sugar” actually mean? Framing business updates around something viewers could learn or wait to see resolved made subjects that could have felt super dry much easier to follow.
What we learned
We learned that people were more likely to become invested in the brand when they had a person and an ongoing story to attach to. It also showed us the risk of building that connection too heavily around one personality, reinforcing the need for storytelling formats that could eventually survive a change in who was on camera.
Performance Screenshots
