6 big examples of Branded Content Campaigns (Marketing Content)
Traditional advertising cracks. The world is changing and these changes are affecting obviously the way companies approach the users. One solution to banner blindness or increased use of ad-blockers. It is betting on strategies based on useful content for potential customers. It is useful to take a look at several examples of Branded Content One of these strategies you choose to create a brand associated with allowing connection of the company with the consumer without a criminal strictly advertising campaign by content.
This form of marketing takes value at the time in which businesses and create products and sell services, begin to understand the potential of storytelling, i.e. using the story to show the spirit of a brand.
Thus, brands generate synergies that go beyond the simple generation of a product or service and are committed to create an image that conveys the spirit that breathes behind each of their products.
Examples of Branded Content beyond the advertising experience
Through compelling stories and content that do not have to do with the commercial activity of the company brands aim to generate awareness and affinity with your prospects.
The overall objective of Branded Content is to publicize the commitments made by the company, their values, their way of doing and work, as well as excite and appeal to the feelings of customers.
In this type of campaign is a brand more than what is promoted or advertised part. It goes beyond the advertising experience. Arguably, it advertised all around the brand, which builds the brand, which makes the brand, is as it is.
To know more about these strategies, we show six examples that demonstrate their branded content potential for any brand:
1.- Felix Baumgartner
[youtube width=”600″ height=”486″]https://www.youtube.com/watch?v=FHtvDA0W34I[/youtube]Surely, you remember the jump of almost 42,000 meters from the Austrian, Felix Baumbartner. This parachutist launched from space after rising in a housing driven by a bag helium. The jump broke the record jump at higher altitudes and breaking the sound barrier.
Baumbartner had the support of Red Bull, the Austrian also energy drink brand, which helped him get the capability and technology to reach that height and then jump.
Red Bull is a brand that is used to perform actions that can be considered great examples of Brandend Content. The brand just announced their drinks and products. In fact, it is a company that sells feelings, ways of life and experiences. Red Bull brand and commitment to sell shares like this place the Austrian company at the center of information, news, relating to feelings of achievement, effort and struggle.
Of course, these actions represent a major impact on mass media that Red Bull is about combining the two approaches: some paid advertising and a lot of notoriety through the Branded Content.
2.- Estrella Damm
[youtube width=”600″ height=”486″]https://www.youtube.com/watch?v=6jlQiwcsV9Q[/youtube]One of the best examples of branded content in 2015 was the short film “Okay” Estrella Damm directed by Alejandro Amenabar and starring Dakota Johnson and Quim Gutierrez.
The short, more than 12 minutes, tells a story that relates to the brand rather than product sites, there are, in the entire atmosphere. In fact, the protagonists are part of the social group that could be considered the target of the beer brand. Not only that but the development of the story focuses on multiple film and musical references that identify this audience. References to mingle with movie names in a game that ends in a unforced way with the two protagonists drinking a Estrella Damm. A great example of how to work properly branded content strategy.
3.- Water For Africa
[youtube width=”600″ height=”486″]https://www.youtube.com/watch?v=gQF1sWlc_qI[/youtube]Communications agency Ogilvy Paris launched a campaign in 2015 that was to launch an African woman running the Paris Marathon. The woman in question is one of the millions affected who have to travel long distances every day, exactly the distance of a marathon, 42 kilometers to drinking water for their families.
Interestingly she made the whole journey dressed in the usual attire of their community, and with a water bottle on the head.
The woman ran on the Paris Marathon in April 2015, becoming the image that the media chose to talk about the sporting event. The complaint that the agency Ogilvy Paris made the water situation in Africa took effect, as it soon began to increase donations NGOs. They are working on the ground to implement solutions that help solve this evil.
An image of a person completely out of context and that launches as powerful as the message of this woman are enough to draw attention to an evil plaguing the planet. a large monetary investment is not required, you only have to have imagination and a powerful message, another characteristic of the good examples of Branded Content.
4.- The Coca-Cola Journey
[youtube width=”600″ height=”486″]https://www.youtube.com/watch?v=DOctwr5McJc[/youtube]The soft drink company Coca Cola has spent years launching campaigns in which we intend to link the consumption of their product to happiness. Regarding these campaigns Coca Cola has launched a series of commercials and advertisements that referred only to the product, but where daily experiences are recounted in the company of Coca Cola.
A couple of years ago Coca Cola went a step further and converted all its corporate website in a fashion magazine, Journey, a declaration of principles which is one of the best examples of Branded Content.
In addition, Coca Cola continues to make focused on happiness and not on the product ads, which does appear in family situations that can be considered normal drinking a soda. An example is the announcement that we show in which a number of children raised issues related to his family who have heard at school. Some children ask why they have two dads, why their parents are not their biological parents or why her mother is greater than the other moms. All situations eventually ask the child if they continue electing their parents, what children say yes.
Campaigns Coca-Cola relate their brand and image with happiness, to live life no matter what others say. A formula Branded Content in which a feeling (happiness) with the consumption of a product (Coca-Cola), an alliance that gets into the viewer who sees the campaign relates.
5.- World Food Program
[youtube width=”600″ height=”486″]https://www.youtube.com/watch?v=wDJjcL9Ya4c[/youtube]The use of celebrities to carry the message of a brand is a resource commonly used. Thus, the WFP (World Food Program) decided to bet on the body of one of the most famous players in the world, like Swedish Zlatan Ibrahimović. The player tattooed on his body the names of 50 people, names representing the 805 million hungry people in the world.
The aim of the campaign is awareness as serious as hunger in the world, a call to action for people who can live with sufficient resources problem, but they do not act to help these people. The campaign is a twist on the usual way to promote and draw attention to these social problems, which would otherwise involve another campaign to collect signatures, but in this case the tattooed body of a soccer star is enough.
Seeing the tattooed body of Zlatan Ibrahimovic automatically becomes an image to the media, who then ask the player and can send the message that the WFP plans to launch the campaign.
6.- Balay
[youtube width=”600″ height=”486″]https://www.youtube.com/watch?v=ZOB1BbvIQ80[/youtube]Since 2012 Balay stopped directly advertise their products (washing machines, dishwashers, cookers …), now they prioritize their workers. The Spanish company has stopped promoting appliances products to give greater weight to their workers, who are behind the brand products that people at home.
With Balay a way to be staged Branded Content that is gaining weight. Companies no longer displayed as an entity, which assumes that working people but where people do not see. Companies like Balay put on the table that workers have. Companies have seen that show their human assets is an effective way that citizens see that what you buy is behind the work and effort of people.
How to promote Balay is based on storytelling, in telling the story of workers in the company, tell their experiences, tell how they live. What better than to publicize what the company makes with those who do the work?. This philosophy with which many companies have joined a new way to sell the company and its products, through statements of people who are part of the company.
Do you want to increase the visibility of your brand and
Coobis: the marketplace of branded content
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