Storytelling in sensual products marketing: a content analysis of archetypes and endorsers on Instagram

Abstract

The challenges of marketing taboo-related products call for innovative communication strategies. To explore the application of storytelling in this context, this study analyses the use of the 12 storytelling archetypes and three typologies of endorsers (celebrity, expert and consumer) in the marketing of sensual products. The content of 22 Instagram posts of the five largest Brazilian brands of sensual products was analysed. The results highlight the predominant use of female endorsers, particularly acting as experts. The most used storytelling archetypes are the caregiver, the jester and the innocent. Based on practice-based knowledge, the results contribute to the formulation of theoretical conceptions of marketing in taboo-related products, guiding the design of future storytelling campaigns. Findings pave the way for research on storytelling effectiveness in sensual products.