This week’s menu of content material advertising examples opens with a serving of inspiration adopted by two helpings of branded leisure. We’ll dig into the teachings to be taught from a brand new audience-focused initiative from Folx Well being, a taste competitors present from Ben & Jerry’s, and a content-about-content sequence from Roku.
Folx Well being takes Pleasure in its mission
New digital healthcare supplier Folx Well being launched Taking Up House, a content material initiative that includes a transferring four-minute video, a supporting web site, and a social media marketing campaign (#ITakeUpSpace).
Adweek pointed to the Taking Up House marketing campaign as a contemporary response in a 12 months when most of the similar companies that subject messages supporting Pleasure month additionally donated to lawmakers who supported anti-trans payments in state legislatures.
Influencers, together with transgender activist and author Raquel Willis, assist amplify the initiative on social media.
WHY IT MATTERS: Folx Well being’s Taking Up House delivers on a number of factors. It’s a pure match for the model’s mission, which is to “disrupt the cis-tems that constantly deny us area. By eradicating limitations to entry, we’re making healthcare accessible to those that want it.”
Extra particular to content material advertising, Folx demonstrates the worth of telling its viewers’s story by means of their eyes and voices. Folx Well being was created by and for trans and queer individuals, so it is smart that the model relied on in-house content material creators to provide the video.
And the content material initiative is designed to entice the participation of its audience. “We invite you to observe the movie, be a part of the dialog, and discover methods to take up area,” Folx writes on its web site.
That viewers participation is prone to take their message (and in the end, their model) to a a lot bigger viewers.
Ben & Jerry’s to supply peace, love, ice cream … and a aspect of The Chilly Wars
Product placement isn’t sufficient for model entrepreneurs anymore. As a substitute, they’re seeking to spend money on content material that revolves round their manufacturers. Ben & Jerry’s, the venerable frozen deal with concocter, is the newest to dive into this development.
Later this 12 months, Ben & Jerry’s: The Chilly Wars (working title) will debut on a Discovery channel or its streaming service Discovery+. Groups of “future taste gurus” will compete by creating out-of-this-world frozen treats in hopes of profitable the eye and prizes bestowed by firm executives.
No phrase but if the quirky ice-cream big will produce and promote the profitable flavors and treats. However, given their advertising genius, we count on to be gobbling them up subsequent 12 months.
WHY IT MATTERS: Ben & Jerry’s: The Chilly Wars is one among 30 new sequence and 25-plus returning sequence anticipated within the latter half of this 12 months on Discovery networks and streamer Discovery+. That’s loads of content material.
Given the surge in streaming video consumption (and the variety of platforms providing it), the urge for food for programming will solely develop. That’s a possibility for brand-centered exhibits – and for content material entrepreneurs to participate in them. In spite of everything, your job is telling tales that have interaction audiences with out selling and promoting your model at each flip.
On a aspect be aware, kudos to Eater for turning the Discovery announcement right into a artistic quiz – planting fake titles in a listing of what it known as “ridiculous” new exhibits and asking readers to identify the true ones. (The solutions got here within the conclusion of the article.)
What does the rise of brand-related TV programming mean for #ContentMarketing? Read about it (and @benandjerrys planned flavor competition on @Discovery or @Discovery+) via @CMIContent. #WeeklyWrap Click To Tweet
Roku makes use of content material about content material to begin a brand new income stream
Roku launched a brand new present to make it simpler for its subscribers to search out one thing to observe – and for advertisers to achieve these audiences. The weekly 15-minute present (known as Roku Recommends) highlights the highest 5 trending or matter titles primarily based on its proprietary knowledge, in response to Variety.
The present is the primary manufacturing by the brand new Roku Model Studio, created after Roku made a hire-acquisition take care of Humorous or Die’s branded leisure crew.
Hosted by leisure reporting persona Maria Menounos and ex-pro soccer participant Andrew “Hawk” Hawkins, the present creates a brand new income stream for the corporate. Although advertisers can’t sponsor any of the featured titles, they will buy time slots inside Roku Recommends, Selection defined.
WHY IT MATTERS: Sure, it’s a present about exhibits and which may or may not work in your model. Nonetheless, take into consideration methods to speak or spotlight your content material in a collective format. When you have matter hubs, contemplate together with spotlight reels of the five most relevant pieces of content. You could possibly do these in textual content, audio, or video – no matter is smart in your current content material codecs and your viewers’s preferences.
You can also be taught from the Roku Recommends mannequin and switch your spotlight reels right into a income stream by incorporating promoting reads or mentions.
[email protected] is launching a new show #RokuRecommends, the first effort out of its new brand studio, co-hosted by @mariamenounos and ex-pro football player @Hawk via @CMIContent. #WeeklyWrap Click To Tweet
Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute
— Content material Advertising and marketing Institute Workforce to contentmarketinginstitute.com