A terrifyingly clever horror parody from the Umault stick companies stalks those who dare to break through their content portals. Party City treats its audience to original research on a content hot spot. And Food 52 Community shows that it is better to give and take.
The Stalking: A Prospect's Perspective
Opening scene: A woman is encouraged to fill out a form to gain access controlled content . She made a fatal mistake and entered her information.
Rest of this 86 – second video – The Stalking – shows the woman being terrorized by ads, targeted messages, unsubscribe nightmares and even direct mail.
Honestly, words can't do it justice:
[embed]https://www.youtube.com/watch?v=SRkm8s7cveg[/embed]
Finally, she reads a postcard from the business. On one hand, it reads: “I know what you downloaded last week.” When she flipped it over, the message she'd heard and seen over and over appeared: “Do you want a free demo?”
WHY IT'S HOT: Hope Morley of Umault, the company behind the video, explains why the company created this Halloween-themed trailer: “Agencies rarely advertise themselves, but it's a great opportunity to shine. Create and share your views with the world. ”
Umault gets it – you better show it than say what you do. And this company not only shows how innovative it is, but also understands the audience's point of view.
The Stalking, a Halloween-themed trailer from @Umault, shows the agency's understanding of audiences & # 039; s view on gated #content. Via @hopemorley @CMIContent. Click to Tweet
Survey says Halloween is a season
Surveyed Party City nearly 1,400 "decision moms" to find out what they thought of Halloween this year.
They learned 80% think Halloween is a season, with half agreeing it starts October 1. 70 percent say their kids will wear their Halloween costumes two to five times this season. Most of those surveyed said they plan to ramp up decorations if pandemic restrictions remain. More than half said they will shop online for Halloween this year.
WHY IT stands out: Initial research It doesn't have to be thought provoking, serious or meaningful. Party City has adjusted its research to suit the content special point – duplication of audience expertise and interests (i.e. topics such as how often children will wear Halloween costumes during a season). This type of data works well for social media and also attracts mentions in the mainstream media.
What's not so hot? The phrase “decision-making mothers.”
Original research doesn't have to cover serious topics with long-term implications – it just has to hit the #content sweet spot. Example of @PartyCity via @CMIContent. Click to Tweet
Brand organizes community gift exchange and fundraising
52 Foods, a brand with recipes, kitchenware and cooking communities, is running a community gift exchange annual for the 11 rank five.
The giveaway is free to anyone who wants to sign up, but participants are required to donate at least $10 to Feeding America. (Those who are unable or unwilling to donate can participate by contacting Food 52 via email.)
After registering online, participants receive an email with the name and address of the authorized person. They send a food-related gift to their recipient (including a homemade item, if possible) and will receive a food-related gift from another participant. Although it's called a gift exchange, 52 Foods says most people will receive a gift from someone other than the person they sent the gift to.
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Last year, more than 1,000 people participated in the virtual version of the event. Participants were asked to send each other beloved family recipes via email or something from Food 52 Places. That year, the swap raised $23,000 for No Hungry Children.
WHY IT'S HOT: Online communities can foster strong connections between dedicated members. By facilitating real-life connections, 52 Foods strengthens relationships between members of the community – and goodwill towards the brand.
Food 52 also wisely turns this pleasant initiative into content on social networks . A dedicated Instagram handle gives everyone a place to share their swaps: www.Instagram.com/Food52 HolidaySwap .
Also, any content marketing that's been done successfully for 10 years is remarkable.
The Feed52 giveaway and fundraiser fosters strong connections between its community – and lots of goodwill (and good #content) for the brand via @CMIContent. Click to Tweet
Cover photo of Joseph Kalinowski / Content Marketing Institute
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