Companies that have made good use of branded content strategy and new technologies have been very successful. What is their secret?
Hellmann’s, the giant Unilever, had the objective of remove the mayonnaise from the refrigerators background of its customers and avoid the associating of this product as an unhealthy food. In 2007 and although the branded content technique was still initiating, Ogilvy & Mather agency launched a website where aired 12 episodes of the series In Search of Real Food. In this series, the chef Dave Lieberman, widely known in the U.S., he traveled around the country speaking to various housewives and cooks. The campaign was very successful and he could convince the public of his message.
More and more companies are turning to the use of branded content to position their brand or to make it known. A study by the University of Navarra demonstrated that the young audience is the section of the society that consumes less the television industry, in favor of other forms of entertainment such as the Internet or mobile. With this new technology, the called Digital Generation has found a way to become independent within the home while increasing social relations through its communication tools. This new consumer also has avoided traditional advertising, with tools that have created a programming à la carte.
A clear example of good communication of branded content is the famous brand Red Bull. Created in 1984, the product was marketed in 1987 and has sold more than 30 000 million products in 25 years. Now is a leader in its category, with more than 40% of the market share. Red Bull is considered in the top 100 of the brands and is among the first four drinks. Why this success? For his committed to branded content as the main way of transmitting the values of its brand. The branding strategy of Red Bull, focused on the traditional sport, especially the extreme one, and urban culture, obtaining to transmit to its audience through branding and social media.
For this new communication model, the objective is to attract and suggest, not impose and repeat as in traditional advertising. This model aims to attract customers based on mutual understanding, dialogue and persuasion. The public recognizes brands that produce interesting and engaging content, like has happened even with traditional advertising campaigns, as in the case of Freixenet, the holiday spot has become in news and has occupied space in the main news of Spain.
Brands that use this new tool apply knowledge across the entertainment industry to create their own content, in which the story or the script is directed to the transmission of the emotional values of the brand. This transmission should be performed in unconventional ways, overcoming barriers that have created care consumers to avoid traditional advertising. This communication technique aims to reach their audience through interesting content made with him in mind, with the clear objective to be for his help.
The branded content, along with a good communication strategy adapted to the new times, will transmit to the public the purpose and identity of our brand in an attractive and inviting way. This will bring great long-term benefits and will get to achieve and position our brand.