Brand storytelling for social impact campaigns: HASH’s approach and marketing implications

Abstract

This internship report explores the use of brand storytelling in social impact campaigns, focusing on HASH Films Ltd., a leading media production and digital marketing agency in Bangladesh. The study was conducted as part of the Bachelor of Business Administration (BBA) program at BRAC University, majoring in Marketing, and is based on the researcher internship experience as a Digital Campaign Analyst Intern at HASH Films Ltd. The main objective is to analyze the storytelling strategies adopted by HASH in social impact. Semi-structured interviews with members of the creative, marketing, and production teams, analysis of particular social impact campaign videos, and audience engagement data from online platforms like Facebook and YouTube are all part of the research's qualitative methodology. The results show that HASH Films uses a human-centered, emotionally charged, and culturally appropriate storytelling technique. Instead of focusing on direct brand promotion, HASH emphasizes authentic narratives addressing real social issues, which results in stronger emotional engagement and audience trust. Audience responses show higher levels of interaction, shareability, and positive brand association compared to traditional advertising campaigns.