Pepsi and Lucasfilm team up in Star Wars Episode 1: The Phantom Menace to offer special Pepsi bottles and cans with 24 different Star Wars characters. Pepsi committed $2 billion globally to promote the Star Wars trilogy through promotions and ad campaigns for its Pepsi-Cola, Mountain Dew, Pizza Hut, KFC, Taco Bell, Doritos, Cheetos and Lay’s brands.
From Persib to Intel — Many Cases of Content Driven Marketing
Today marketing is a complex effort, 30 second commercial on broadcast television is no longer enough to advertise brand. Brand needs to understand the insight from the audience. Storytelling is a powerful way to relate to the audience without slapping them with marketing message. That’s why content marketing in which marketing message is built into the medium. Soap opera from radio translated well into the world of television. Product placement in film were proven successful to increase the awareness and cool factor for the brand. Apple didn’t spend that much for advertising, but rely heavily on film and televison product placement. And with the rise of Internet, Youtube now is the most important viral marketing channel for content driven marketing.
Disney, the most successful integrated media & content company in the world, their total revenue in 2012 is $42.3 Billions with $5.7 Billions net income. Their Media Networks contribute 46% of the revenue, Parks & Resort 30%, Studio Entertainment 14%, Consumer Products 8% and Interactive 2%. Even though Disney is famous for its live and animated film, the monetization only contributes 14% of their total revenue, meanwhile their media networks, parks & resorts, consumer products and interactive contribute the rest.
The Media Networks segment includes international and domestic broadcast & cable TV, including TV production & distribution. Disney owns various theme Parks & Resorts in Florida, Anaheim, Paris, Japan & Hongkong. The Studio Entertainment segment produces and acquires live & animated film, video, music & plays. Disney distributes, produced and acquired films under the Walt Disney Pictures, Pixar and Marvel banners. The Consumer Products segment engages with licensees, publishers and retailers based on their character & intellectual property through its Merchandise Licensing, Publishing and Retail businesses. The Interactive segment creates and delivers content across interactive media platforms such as mobile and Internet. It also manages Disney-branded mobile phone business in Japan which provides mobile phone service and content to consumers.
This indicates that content is the key driver for the revenue, but not the biggest contributor. The biggest revenue comes from media, property and hospitality services, followed by consumer products and digital services.
Content Driven Marketing in Action
The oldest model of content driven marketing can be seen in product placement since the beginning of radio and television. A soap opera is a serial drama that initially was sponsored by soap manufacturers like P&G, Colgate-Palmolive and Unilever.
Often cited as among the first successful product placements is the little boy Elliot used Reese’s Pieces to make friends with the alien in E.T movie. After Tom Cruise wore Ray-Bans in the movie ‘Risky Business,’ the sale of Ray-Bans increased. Similar happen when Tom Cruise wore Aviator sunglasses in ‘Top Gun.’
James Bond has been a longtime successful case for product placement. Heineken is paying $45 million for Bond to drink Heineken instead of vodka martini in the movie. It covered almost one third of the film’s budget. Since the very first installment in 1962, Bond movies have featured British Airways, PanAm, Perrier, Finlandia Vodka, Smirnoff, Ford, Omega, Mattel, Calvin Klein, Virgin Atlantic, Revlon, Samsonite, Sony Ericcson, Kodak, and many more.
Another very successful case study is Star Wars. George Lucas always wanted to make a Western set in outer space to refresh the science fiction genre. When offered additional $500,000 directing fee after American Graffiti won the Academy Award, Lucas pass up the offer in return for keeping licensing and merchandising rights. His only intention was to retain the merchandising quality. This deal turned out to be the most lucrative agreement. Lucas sold toy-merchandising rights to his movie to Kenner. By the end of 1978, Kenner had sold more than 40 million of the figures for gross sales of more than $100 million.
Pepsi and Lucasfilm team up in Star Wars Episode 1: The Phantom Menace to offer special Pepsi bottles and cans with 24 different Star Wars characters. Pepsi committed 5000 billion globally to promote the Star Wars trilogy through promotions and ad campaigns for its Pepsi-Cola, Mountain Dew, Pizza Hut, KFC, Taco Bell, Doritos, Cheetos and Lay’s brands.
Not only film and television, in the world of sports, licensing plays a significant role in contributing to the company revenue. Despite a lukewarm IPO for Machester United in 2012, the club is valued at about 5000.3 billion, which would make it one of the most valuable sports teams in the world. In 2013, its last quarter revealed record revenue of $158 million. Their sponsorship income comes from 12 new sponsorship deals, including deals with Aeroloft and Pepsi, as well as a $30.1 million revenue from broadcast and a $17.2 million revenue from licensing of clothing and other products.
“The Beauty Inside”, presented by Intel + Toshiba, is the story Alex who wakes up every day as a different person. He is always the same person on the inside. When he meets Leah and falls in love, she will never see him since he is always different outside. Intel and Toshiba invited the audience to play the lead role of Alex by auditioning online. A total of 26 Alexes were cast in the film from fans all over the world including Japan, France, German, Italy, Philippines, Canada and Spain. The result has been amazing with 70 million views worldwide, 26 million social interactions, 66% lift in brand perception for Intel among Facebook users duing the campaign and 40% for Toshiba and 300% sales increase during the event, compared with the previous weeks.
Types of Content Marketing
1. Social Media Content Marketing
With over 3.6 billion global social media users, it’s easy to understand why so many businesses invest in social media marketing. There are a number of platforms (e.g. Facebook, Instagram, Pinterest, LinkedIn, Snapchat) to work with and several ways you can create and share content on each of them (e.g. photos, live videos, pre-recorded videos, stories).
2. Infographic Content Marketing
Infographics display content, information, and data in an easy-to-understand, graphic format. With a mix of simple wording, short statements, and clear images, infographics are a great way to effectively communicate your content. They work well if you’re trying to distill an educational and/ or complex topic down so all audience members can understand it.
3. Blog Content Marketing
Blogs are a powerful type of inbound content and allow for a lot of creativity in terms of their purpose and topic. With a blog, you can do things like promote other internal and external content and blog articles via links, add social share buttons, and incorporate product information.
4. Podcast Content Marketing
A 2020 survey found that 49% of 12-to-32-year-olds in the U.S. had listened to a podcast within the last month, with an average of six listening hours a week. For this reason, many businesses and media outlets have begun creating and sharing their own podcasts.
Podcasts allow for a lot of creativity as they can be about any topic of choice. Additionally, you determine other factors related to the podcast such as cadence of episodes, who’s on the podcast, where you advertise the podcast, and how long episodes are.
5. Video Content Marketing
According to Wyzowl research, 69% of consumers say they prefer to learn about a brand’s product or service through video. Additionally, video marketing can boost conversions, improve ROI, and help you build relationships with audience members. You may choose to share your video content on social media platforms, landing pages, or on a co-marketer’s website.
6. Paid Ad Content Marketing
Paid ads can help you reach a broad audience and allow you to position yourself in all of the places you want to be seen — paid ads are especially beneficial when paired with inbound marketing. There are many places you can share paid ads including on social media, landing pages, banners, and sponsored content.
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1. Example of Instagram Content Marketing
The Instagram page shares the Lush product line, displays different color and scent options for the products, and shows the various ways each product can be used. The profile feels and looks colorful and uniquely Lush, and depicts members of their wide customer base.
2. Example of Infographic Content Marketing
IBM created an infographic when they launched their Cloud marketplace. Their infographic is on-brand, well-organized, and easy to read. It clearly explains what they’re doing with their Cloud marketplace and how customers can benefit from it. It also tells audience members how they can access the marketplace and get started using it.
3. Example of Blog Content Marketing
The blog is on-brand and all articles relate to the travel technology company’s goal and mission of gaining customers and boosting brand awareness. They do this by linking to their services and writing about customers who have already had positive experiences with the company.
4. Example of Podcast Content Marketing
Harvard Business Review (HBR) has a weekly podcast called HBR IdeaCast which features industry leaders in both business and management. You can either subscribe to consistently receive their hundreds of podcasts or pick and choose which ones you want to listen to.
The podcast is on-brand and complements the rest of HBRs published content. It also serves as a great way for HBR to connect with their target audience, enhance brand awareness, and gain a following of audience members through a medium that differs from their typical work (e.g. podcast versus HBR article).
5. Example of Video Content Marketing
Much of Dollar Shave Club’s video content has gone viral. Their marketing efforts are on-brand, humorous, and entertaining. In fact, one of their videos has over 27 million views on YouTube. By establishing a name for themselves via online video content, Dollar Shave Club has experienced impressive growth and brand recognition.
6. Example of Paid Ad Content Marketing
The content ads feature some of their products as well as details about their free shipping and return policy to drive target audience members to their site (and, hopefully, convert them into paying customers).
7. Example of Twitter Content Marketing
HubSpot shared product information, relevant tips, industry knowledge, and original research on Twitter. HubSpot also interacts with users and ensures anyone in need of customer support knows exactly where to go for help.
8. Example of TikTok Content Marketing
Chipotle is a very active brand on TikTok — the company uses the platform to reach and engage their customers and target audience members. In addition to reacting to others’ Chipotle-related TikTok content, the brand posts TikToks of their menu items, recipes, people enjoying their food, their restaurants, and more. They have over 1.6 million followers and over 30 million likes.
9. Example of Viral Content Marketing
As a result of the viral video, TikTok used part of Apodaca’s video in their ads, Ocean Spray used Apodaca in their ads, Ocean Spray saw a bump in sales and brand awareness, Fleetwood Mac’s "Dreams" was number one on iTunes, and there were thousands of videos posted by other TikTok users who bought the cranberry juice and recreated Apodaca’s original video.
Since we decided to focus solely on fewer pieces of long-form content versus many pieces of short-form content, we needed to ensure there was a high enough quantity of content options in our weekly newsletter. We added more freshly curated content, and also included our most popular evergreen content. Again, we looked at the data to identify the best content for this effort.
We looked for content that was popular with our existing audience (i.e., through “leads touched”), as well as content that was doing well in terms of consumption such as page views. This is the content we would recycle and promote to our audience.
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With traditional social media marketing, a brand can set up its identity on whatever platform it chooses, and as time passes and its follower bases grow, it can see who its brand champions are. These are the customers who like and share content or mention the brand itself in a post. Followers like these can be further nurtured through personal attention and as part of a highly segmented group of all the brand champions. Efforts to market to this group focus on ways to keep them spreading the word.
What is Influencer Marketing? – The Ultimate Guide for 2022
Influencer marketing is now a mainstream form of online marketing. It has been a buzzword for a while now, and the mainstream media regularly refers to it. Yet, there are still people who don’t really understand what influencer marketing is all about. Indeed, some people come across the phrase for the first time and instantly ponder, "What is influencer marketing?"
The Influencer Marketing Hub is now an established website with hundreds of articles explaining the intricacies of influencer marketing, along with other types of online marketing. The original version of this post was the first article we wrote for the site. We know, however, that there are still people who come here for the first time, wondering what influencer marketing is. So, we have updated this article to focus on the basics of influencer marketing for 2022.
What Influencer Marketing looks like for 2022:
Influencer Marketing is a hybrid of old and new marketing tools. It takes the idea of celebrity endorsement and places it into a modern-day content-driven marketing campaign. The main differentiator in the case of influencer marketing is that the results of the campaign are collaborations between brands and influencers.
It is also important to realize that most influencers have systematically built a keen and enthusiastic audience. It is not accidental that these people follow influencers rather than a brand. The audience doesn’t really care less about your brand. They only care about the opinions of the influencers. Don’t try to foist rules and business practices onto your influencers. The audience is theirs, and they can simply walk away, taking their followers with them.
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Data-Driven Content Marketing That Delivers Results
Alan Edgett is the founder and CEO of The Gig Agency. He has over 20 years of experience in online advertising, marketing, and digital strategy. He is a leading expert in data analytics, especially around direct response and performance marketing. He’s the former CMO of high-growth B2B and SAAS direct-to-consumer startups. This includes Cove Homes, where he built an innovative real estate lead generation marketplace supported by over $250 million in private equity funding. Prior to that, Alan led digital marketing strategy and innovation for Experian’s Consumer Direct Division. Here he was named Global Innovation Innovator of the Year in 2010. He holds an MBA from USC’s Marshall School of Business, which happens to be where I first met Alan. In addition, he has a BA from Arizona and served in the US Air Force. Here’s what he has to say about data-driven content marketing.
An analogy for me is that the internet is like a river. These are the consumers, small businesses, or B2B participants, etc. They’re just flowing constantly in a river. And what content marketers are doing is fishing on that river. Some clever companies have built a really nice dock (like Google), and then they rent it to you. You can fish off their dock, and that’s good for them. Sometimes it’s good for us too, but we all want to have our own fishing places on the river. There are many ways to fish on the river. Content is the bait that we use to allow people to experience our brand. The way I view content is multifaceted, and I think it’s constantly changing. It’s the one thing that’s wonderful about the internet. We didn’t use to have UGC from staring straight at a camera, and now we have TikTok and influencers. Now there’s a new way to express content from a brand’s perspective. If you think about content strategy in this way, it’s not just articles, PR, blogs, or videos. It’s also every one of your taglines, hashtags, comments, reviews, testimonials, etc. Content is multifaceted and always changing. And, of course, the KPIs around content are multifaceted and change depending on certain aspects of your business.
Which data metrics matter?
If you’re a B2B or B2C company, some of the metrics that you might care about will change. So, it can get very complicated. Think about the river I mentioned and the large dock owners like Google, Facebook, etc.; they’re using a tremendous amount of machine learning and algorithms to determine which content they elevate, amplify, promote, or even allow their users to see. Like the old cliche, you don’t want to bring a knife to a gunfight. Understanding your KPIs and bringing to bear tools (whether an AI system like rellify or an integrated analytics platform) so that you have all the data points you need is absolutely critical.
You should consider several metrics also on social channels. Sometimes B2B clients don’t always consider how blogging or social posting is interacted with as a metric. They’re very more familiar with their traffic KPIs on their website. Sometimes the social teams are disconnected, or they don’t necessarily get that data or that feedback. Please don’t ignore the number of people that like, comment, share your content, etc.; this can be a pretty awesome KPI to track. There is a lot you can push into the data layer when an individual interacts with the website. You can send that information using events to all sorts of things: Facebook, Google Analytics, CRM systems, or other tracking systems. There is a rich set of information that’s very relevant to content marketers. I find there’s sometimes a little bit of a disconnect between the analytics groups and the content marketers themselves.
How do you use disruptive marketing?
The first way to uncover disruptive marketing ideas is to challenge the assumptions that exist about current marketing practices and consumer preferences in your industry. Challenging assumptions is another idea founded in the world of business innovation, and it basically means to question what is assumed to be true.
When you do, you get one of two answers: a confirmation that an assumption is indeed true, or a realization that it isn’t. When you get that second answer — that the assumption is not true — you know you’ve got an opportunity for disruptive marketing.
The point: what seems impossible may not be so. It may, in fact, be an assumption. True disruptive innovators — and disruptive marketers — challenge assumptions constantly to find new opportunities for growth.
Social media advertising
It’s hard to imagine now, but there was a time when the idea of businesses using social media was unheard of. As many a millennial will tell you, it was once a haven mostly exclusive to high school and college students. Fast forward to today, and social media ads have totally changed the way social platforms make money and how brands interact with consumers.
Regular people promoting products, earning a living from it, and getting higher engagement than celebrities with millions of followers? This idea may have been laughed at by marketers even just a few years ago. But today micro- and mid-level influencers are being pursued by brands big and small. They are all but replacing traditional celebrity endorsements as people find them less relatable and authentic than influencer content.
The second important concept to remember when you’re implementing a disruptive marketing strategy is that if you wait for it to be perfect, you’ll be waiting forever (and probably, a competitor will beat you out in the meantime). Part of being disruptive is launching quickly and then working to continually improve based on audience response.
An easy example is your social media content. You post content, track its engagement and performance, and adjust your strategy as you go. You don’t wait until every post is perfect to get active on social platforms because then you’d never do it!
The same goes for a potentially disruptive marketing idea. Flesh it out enough to be launched, see how your initial audiences react to it, and make it better as you expand it. This strategy will make you more agile and help you test assumptions about your audience along the way.
4 Examples of Great Disruptive Marketing
Okay — by now you might be thinking: is disruptive marketing really for me? We’ve looked at examples like Uber, Facebook, and Apple. What happened to disruption helping small brands get ahead? How can you actually be disruptive in your own niche (and perhaps on a limited budget)?
Dollar Shave Club
While every other razor brand was trying to one-up each other on the smoothest and most luxurious experience, Dollar Shave Club came onto the scene in 2011 with a game-changing assumption: people don’t actually care much about those things when it comes to shaving.
Dollar Shave Club’s first commercial — now viewed a whopping 24+ million times on YouTube — uses a healthy dose of snarky humor to pretty quickly convince potential customers that they’ve got a better option.
La Croix has been around since 1981 in the extremely competitive beverage industry. Celebrity endorsements are common in this industry (we can all name a few Pepsi or Gatorade commercials featuring famous faces, right?) and once social media became a thing, influencers were just as common, too.
Rather than go after heavy-hitting influencers, however, La Croix decided to take a different approach. They started partnering with micro- and nano-influencers (some with only a few hundred followers) to generate content that felt more relatable to their audience. Then they began featuring it on their own social media pages.
AirBnB capitalized on user-generated content — influencer or not — to create a brand name now known for its authenticity (and for inspiring wanderlust in its audience). Remember that AirBnB doesn’t own any of the property for rent on their platform. To find and share content, they decided to look toward their customers.
What if I told you that snark marketing was founded in the… fast food industry? You read that right. Wendy’s, specifically, spearheaded the idea that snarky, clever interaction with customers and other brands would be a good way to stand out on crowded social media spaces.
Their snarky replies to customers (many who quite literally ask for it) evolved into an annual #NationalRoastDay when Wendy’s roasts Twitter users, competitors, and lots of other good-sport brands who get in on the fun. And they definitely don’t miss a chance to get one in on their top competitor when the opportunity presents itself:
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