Your Story Is Your Superpower
As we stand at the threshold of a new year, it’s a time for reflection and, more importantly, for setting our sights on what’s next. As the founder of Black Ink PR, I’ve seen countless brands chase the spotlight. But the ones that truly shine, the ones that capture hearts and headlines, all have one thing in common: a great story.
Anyone can buy an ad to get noticed, but a powerful story earns you something far more precious: trust. It builds a bridge between you and your audience that money simply cannot construct. That is the undeniable magic of earned media. It is authentic, credible, and deeply human delivering the kind of lasting impact and connection that paid placements can only dream of.
At Black Ink PR, our core belief is simple: Great stories bring great results.
If you know your story, you’ve got our attention. But if you’re struggling to find it, don’t worry, that’s where we come in. We’ve developed a 3-step process to help you uncover and clarify your narrative, setting you up for extraordinary success.
The proof is in the brands that get it right. They don’t just sell a product; they share a purpose. Let’s look at a few who nailed it.
Lessons from the Story Masters
Gap & The Better in Denim Campaign: A Cultural Takeover
In August 2025, Gap set the standard for cultural resonance with its “Better in Denim” campaign featuring the global girl group KATSEYE. Tapping into Y2K nostalgia, Gap reintroduced icons like the Long & Lean jean and low-rise denim, set perfectly to Kelis’s “Milkshake.”
The result? Over 8 billion media impressions, a surge in sales, and an explosion of conversation—making “Better in Denim” the No. 1 TikTok search and one of the most successful campaigns in Gap’s history. I personally watched the super fun video at least 10 times and shared with 5 people. You can watch it here.
What truly set Gap apart was the way it intuitively rode the cultural wave. This campaign landed at the very same moment American Eagle’s much-anticipated campaign with Sydney Sweeney blew up—not with acclaim, but with accusations of racist undertones and controversy over the “jeans/genes” wordplay. As American Eagle stumbled and conversation soured, Gap met the moment with authenticity, joy, and connection—winning Gen Z hearts and proving that real relevance happens when you listen, show up, and invite your audience to dance along.
The Lesson: The most powerful stories are often the ones your audience is already telling. Pay attention to the cultural waves and find your authentic place within them.
Doritos & The Triangle Tracker: Owning Your Signature
Doritos took something simple—its own triangular shape—and turned it into a cultural scavenger hunt. With the “Triangle Tracker” TikTok challenge, they didn’t just sell chips; they invited their audience to play a game. Fans began seeing Doritos everywhere, from traffic signs to pizza slices, transforming a basic product feature into a nationwide conversation. The campaign was a playful, interactive story that generated hundreds of millions of views.
The Lesson: Your most powerful story might be hiding in plain sight. What unique signature of your brand can you turn into an invitation for your audience to participate?
Barbie & The Dreamhouse: Inviting Your Audience In
For the launch of the Barbie movie, the team didn’t just run ads; they listed the Malibu Dreamhouse on Airbnb, hosted by Ken. This immersive, playful stunt invited fans directly into Barbie’s world, generating massive organic buzz and making everyone feel part of the story.
But the magic didn’t end on screen. And this might be one of my favorite examples of all time because of the story of the film’s leadership. Greta Gerwig, the visionary director behind Barbie, experienced her own spectacular rise as the film soared to success. She once dreamed of becoming a playwright, but every playwriting MFA program she applied to turned her down. Instead of letting rejection define her, Greta transformed setbacks into fuel for her creative journey. Her determination and originality not only made her one of Hollywood’s most admired directors and turned her personal story into an inspiration—proving that sometimes, the most unforgettable narratives are the ones we write for ourselves.
The Lesson: Create an experience and let everyone in. When you let your audience step inside your narrative as well, and you share your personal triumphs and tribulations behind your brand, your audience can become your most passionate advocates.
Solo Stove & Snoop Dogg: The Power of the Unexpected
When Snoop Dogg announced he was “giving up smoke,” the internet went into a frenzy. The reveal—that he was switching to Solo Stove’s smokeless fire pit—was a masterstroke.
The campaign was clever, surprising, and generated an astounding 19.5 billion impressions.
The Lesson: A dash of mystery and an unexpected twist can turn your story into a cultural moment. Be bold, embrace humor whenever possible, and have fun with it!
McDonald’s & The Meal Campaign: Leading with Heart
During Mental Health Awareness Week, McDonald’s UK bravely removed the iconic smile from its Happy Meal boxes. This wasn’t a gimmick; it was a conversation starter about children’s mental health, supported by resources for families.
The campaign generated over 1,750 pieces of media coverage because it was rooted in a genuine desire to help.
The Lesson: A story that shows you care about more than just your bottom line builds deep, meaningful connections.
Find Your Story. Find Your Success.
Looking at these examples, you might be wondering, ‘That’s wonderful for them, but what is my story?’ Asking that question is your first step toward an incredible 2026. I encourage you to dig deep. Mine your own creativity, look closely at your resources, and embrace the unique talents you bring to the table. Your story is your signature. It is the spark that cuts through the noise and magnetically draws people to you.
Are you ready to make 2026 the year you stop chasing the spotlight and start earning it?
Let’s find the great story that will bring you great results.
If you’re ready to define your narrative and unlock your brand’s potential, let’s talk.
