OK, the Super Bowl happened a few weeks ago. Sorry, Tom Brady haters, it's over. But the conversations about the ads that brands have invested in (or have chosen not to invest in) continue. One lesson brands seem to have learned – it's not all about them. Here are three examples we've covered this week.
Please use #AnutAbove
Instead of a Super Bowl ad, Planters launched a year-long content and marketing initiative give away 5 million dollars that they should have spent. The idea is to recognize people (and organizations) who perform “small acts of extraordinary significance that help make the world a better place” as the video explains.
[embed]https://www.youtube.com/watch?v=r4ruJyjrvuM[/embed]
Sanjiv Gajiwala, US growth director at Planters parent company Kraft Heinz, told CNBC that the campaign represents a direction for the company's marketing. “Instead of the brand talking about itself, he said the company wanted more frequent, daily connections,” the article notes.
The article quotes him as saying, “For us, that means reorienting our marketing teams to focus on agility, thinking about how we can create content that has More meanings to connect with our consumers in more creative ways. And most importantly, around the moments that matter to consumers. ”
One recent beneficiary of the initiative was Troop 6000, which includes girls from New York's Shelter: Planters who purchased 10,000 boxes of Girl Scout cookies to support the operation. military annual fundraiser.
Girl Scout cookie season is the best season. And the army of 6000 helps girls from New York homes find comfort in the community.
So I'm buying 10,000 boxes to help them go # AnutAbove their goals – and donate them to a local food bank.
(PS Tagalongs on everything, don't @ me.)
– Mr. Peanut (@MrPeanut) February 4, 2021
WHY IS IT IMPORTANT: When your brand is doing something well, don't just announce it in a post or two. Use the opportunity to create an ongoing conversation. While it remains to be seen how many people and the Planters organization realize, the aim is to continue the #AnutAbove program throughout the year. It provides a ton of good sources for content – nomination requests, prizes for the deserving, how recipients are using the money, and updates on what's happening with recipients throughout this year and beyond. again. Check out the chat and examples on the hashtags of an existing campaign.
. @MrPeanut comes back to life with a focus on key moments and a $5 million #ANutAbove campaign to reward small acts of special meaning through @AnnGynn @CMIContent. #ContentMarketing #WeeklyWrap Click to post a Tweet
HOW WE HEAR ABOUT IT: CMI's Ann Gynn Loved Girl Scouts and was disappointed not to see any Girl Scouts selling them this year. So Mr. Peanut's tweet got her attention.
Skip the uninteresting self-promotion
Singer-songwriter Ben Cooper creates an unusual monthly newsletter. Although music is his main gig (he is best known by his nickname Radical Face), he considers himself a producer – using music, images, and writing.
To combine those, he created Hidden Hollow , which debuted last summer. As he explains on the website: “A life that constantly advertises itself is not a life that is so exciting. I love passing on all the interesting art I find. Recommending books, movies, TV shows, photographers, artists, illustrators, concepts, food, articles – anything that evokes emotions and thoughts – is fun. ”
WHY IS THE PROBLEM: Ben achieves what a lot of brands don't – the focus of your content marketing shouldn't be on non-self-promotion. And it's always worth a reminder for all of us. Q: “Are we using our content marketing to build and grow relationships with our audiences?” That's right, the point of content marketing is to ultimately promote beneficial customer action. But you must build an audience first .
You may not know exactly what form that profitable action will take in the first place. But, as Ben wrote in a blog post Radical Face newsletter intro, that's okay:
“I honestly didn't know any of this would work, but I've decided I'm perfectly fine with it. Just compiling the first issue of this mailer was a huge success, and I already had the content for the next three. So even if this mostly just excites me, I still get a lot of pleasure from sharing all of these and writing down all my feelings about them. And I've always believed in the saying 'Follow your excitement.' It tends to guide you to the most interesting places. ”
HOW WE HEAR ABOUT IT: CMI's Cathy McPhillips This is a musician that I love very much. He puts a lot into these emails. ”
@RadicalFace's Ben Cooper has something many brands don't – #ContentMarketing isn't about constantly promoting yourself, as his Hidden Hollow newsletter shows, via @cmcphillips @CMIContent. #WeeklyWrap Click to Tweet
And the winner is…
We couldn't end our Super Bowl conversation without letting the CMI audience know which ad was voted the best of the year. CMI Slack channel . The community voted for 30 ads. Two of the top picks went head-to-head in the following days.
The final choice is between Amazon Alexa Body and Toyota's Jessica Long Story. And the winner is:
[embed]https://www.youtube.com/watch?v=fqWG5_7nwyk[/embed]
WHY IS THE PROBLEM: The ad is not about Toyota at all (fits this week's theme). Instead, it tells the story of Paralympic athlete Jessica Long. But there's also a lesson in the advertising game on CMI's Slack channel and in the mainstream media about advertising (USA Today Super Bowl). advertising meter , such as). Conversations around shared moments connect on many levels. Engagement with your community in real time to get their thoughts. (The CMI Slack chat was live streamed during the Super Bowl.) Includes games, contests, and polls to get more out of the conversation. Apply the lessons from these Super Bowl events to other major events. (Hint: The super-popular NCAA basketball tournament is underway — hopefully — next month.)
HOW WE HEAR ABOUT IT: Well, it's a CMI Slack channel so…
Which #SuperBowl ad has earned the respect of the #ContentMarketing community – and what can you learn from it? Find out in this week's #WeeklyWrap via @CMIContent Click to Tweet
Cover photo by Joseph Kalinowski / Content Marketing Institute
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