The role of storytelling in empowering digital marketing campaigns
: a case of study of Parfois

  • Ana Sofia Viegas Santos (Student)

Student thesis: Master's Thesis


In the digital era, brands must use increasingly persuasive techniques to capture the attention of customers. This research aims to examine how storytelling could be a highly effective method in stimulating customers’ cognition, emotions, and behavior in digital marketing campaigns, and why it elicits such outcomes. With that purpose, a case study approach was adopted, examining how the Portuguese fashion brand Parfois integrated storytelling into its communication strategy. Data collection was based on the analysis of communication materials and a set of interviews with the manager of Mojobrands, the communication company that developed the Parfois storytelling, the marketing director of Parfois between 2013 and 2019, as well as a blogger who participated in the storytelling process. The main objective was to study how Parfois was able to leverage its digital marketing campaigns in response to an increasingly competitive digital environment. The findings show that storytelling – combined with influencer marketing within digital communication channels -, contributed to the international success of the brand.
Date of Award13 Jul 2023
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorCarla Martins (Supervisor)


  • Storytelling
  • Digital marketing
  • Influencer marketing
  • Brand awareness
  • Brand perceptions
  • Customer-brand engagement
  • WOM
  • Case study
  • Parfois


  • Mestrado em Marketing

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