All posts tagged: content marketing

Pearl-google-spotlight-stories

Pearl – 360° Google Spotlight Story

Gifts you receive from your parents last a lifetime. These gifts are invaluable and therefore cannot be priced. Google Spotlight Stories, which is part of Google’s ATAP R&D unit, uses this touching effect for its new six-minute animation named “Pearl”. They have been supported by the company’s 360-degree film group with its ever-ambitious ideas. This unbranded video looks into the lifespan of a girl and her musician father – her growing up and her father getting old. The movie set is almost entirely in their beloved car presenting it almost as their home.  It depicts the very first ride as well as other invaluable moments in their life. The conveyance of the theme “Home” enhances the movie’s enthralling aspects and at the same time plays strongly with people’s emotions. Using 360-degree –or virtual reality- is adding to this strong sentimental value. Using the cursor on the left hand of the video enables the audience to see the movie in 360-degree and to decide which scene and angle they want to follow. This is a great …

fly-beyond-grey-goose-

Grey Goose – Fly Beyond

By hoping to deepen its ties with the luxury consumer, Grey Goose vodka with its latest platform campaign “Fly Beyond”, has focused on emotive story with luxury lifestyle for brand storytelling. The Fly Beyond 2016 film is made by BBDO advertising company and has been described as a timeless platform by David Lubars, chief creative office of BBDO. He also added “Our job was to make it relevant for what’s happening today. In the end, you want people looking at every part of the campaign thinking, ‘I want to be part of that.’ This campaign following the platform that has been launched in 2013 and starts with a group of friends who are setting off a dirt road, following a flying goose and catching an airship to the mystery. The film ends up with the people who enjoy grabbing cocktails and watching a French film which is projected over the clouds. Grey Goose has always shown its ambitious origin through its brand storytelling and portrays itself as the ideal take for celebrating with friends. Moreover, …

http://fitness.reebok.de/be-more-human/#/page/25915-days

25,915 Days – Reebok Runs Through All The Days of A Human Life.

To complement the Reebok’s “Be More Human” marketing campaign, the 25,915 Days film has been made to inspire people to live their lives to the fullest. The title reflects the average lifespan of a person and clearly marks that there is a limited time for each person on this planet to overcome obstacles and honor their bodies. The 25,915 Days film, developed by Venables Bell & Partners, shows a woman’s journey as she is trying to shine the spotlight by her passion for running and therefore becoming the best of herself. The video is depicting her life in reverse. It starts by joining her in the Reebok Spartan Race in present days and is then taking on a trail in her younger years running across a campus in a race and defeating a male rival. This displays the woman’s life from her childhood to older age to reiterate the fact that honoring the body is not just a stage of life but it’s a lifelong commitment. This type of digital storytelling is to deliver challenging …

airbnb-storytelling

Airbnb – Belong Anywhere

Started as AirBedAndBreakfast.com in 2008, has grown into a multi-billion-dollar company in around 200 countries, Airbnb is known for promoting their values instead of their services and supplying end products. It is rather a hug brand that has expanded the power of digital storytelling into another level. There is this belief that people belong everywhere in the world and that’s exactly what their advertisements convey. Telling a story was felt as an inspirational way to get to people’s emotions and thus making them buy into the brand. Airbnb has gained the trust of its users in all aspects by facilitating a peer-to-peer (P2P) service. That delivers the care and protection to both hosts and guests. But with which methods it has achieved that all? Well, not only Airbnb sticks with all-inclusive and rich digital storytelling methods, there are many other convenient content marketing methods it hangs on to for cultivating prominent content. Let’s check out some of the company’s outstanding approaches. Stories Focusing on people is the main concern of Airbnb as its audiences comprise of …

vine-snapchat-video-marketing

Vine & Snapchat: Two video marketing platforms you shouldn’t miss!

By 2019 80% of the content we will consume online will be video content. Meanwhile, our usage of the internet is shifting (or has already shifted) from desktop to mobile. These two facts don’t just correlate coincidentally. Mobile phones have become better in processing a lot of data at a time. Their screens have become equal to most of the desktop screens. And data plans have become affordable for everybody. But most importantly, mobile phones are also cameras. While carrying a smartphone with you, you are instantly able to capture your dog, yourself or the beautiful scenery around you. But, as good as a mobile video may be, it is worth nothing if it can’t be seen. Consequently, platforms have arisen that make it possible to share videos with your friends and that attract big communities of viewers. Two of these platforms aggregated enough users to be really interesting for marketing. Of course, it is video marketing we are talking about – as these platforms are video platforms: Vine and Snapchat. Vine – Are six …

extragum-storytelling-example

Extra Gum – The Story of Sarah & Juan

Wise men say, only fools rush in. Or so tells us Elvis Presley’s famous “Can’t Help Falling In Love”, which plays a key role in Extra Gum’s latest brand ad. “The Story of Sarah & Juan” is a love story unwrapping in front of the viewers’ eyes: the first look, the first kiss, first celebrations and fights, and lastly, a much-anticipated and intimate proposal. In the center of this emotional story is Extra chewing gum, redefining the classical ‘Romeo and Juliet’ theme to today’s romance among millennials. Released only a couple of weeks ago, the video generated 74 million views in its first week alone. So how is it different from all the other romantic brand videos? Actually, Extra executes a rather simple style of storytelling. But what really catches our attention is the heartwarming love song and the lack of dialogue, proving that sound is pivotal for emotional stories in video content marketing. The video also advocates diversity (hence, the male protagonist is not John but Juan), and scores big in the category of …

storytelling-brands-app

How To Master Marketing With Company Apps. A Checklist Loaded With Inspiring Examples.

Even though smartphones and tablets are no news to the world, digital transformation is still a buzzword and mostly one of the biggest challenges for companies. While most companies continually relaunch their websites a few times, they do not take up the challenge to use apps as a new marketing channel. As a marketing manager who works for an IT service provider, I encounter hundreds of app ideas on a daily basis. But when I look at Apple App Store or Google Play to check out how companies use apps to promote their brands and products, I am astounded by how few apps are available and that just a handful of brands manage to create a great user experience. The key ingredients for a great marketing app The basics alone could fill an entire book. I’m sure you also hear about it every other day. So you know that you need SMART goals for your marketing campaign, as well as a target group and a content plan. All the basic marketing concepts apply to mobile …

fashiontechberlin15

What I learned at Fashiontech Berlin from a Content Marketing perspective

What does fashion, technology and marketing have in common? More than you might think! To begin with, the fashion industry is a highly competitive market and fashion brands are willing to dip their foot into new marketing trends to stand out, sooner than any other industry. While I snitched an apple watch from our developer test devices stock, and checked out what the fuss is all about, people at Fashiontech were already wearing intelligent scarfs, 3D jewelry and smart fabrics.   During the Fashiontech sessions and personal talks 3 points were made. Mobile Marketing is more important than ever Personalized snackable content and digital storytelling are THE solutions for content marketing on mobile and wearable devices The world has never been so visual 1. Why Mobile Marketing is so important Mobile devices, especially smartphones are the #1 devices when it comes to screen time and personal engagement. People spend more time in apps than in mobile browsers and there are an average of 26 apps installed on every smartphone. Mobile Marketing is not about ad …