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It seems simple, but this effective technique can reach your audience’s
hearts in a way even the most well-crafted ad never could. Here’s
everything you need to know about branded content — including
branded content examples and how to use it for your own brands!
Rather than opening with the product’s story, the content opens with
the individual’s story.
The episodes each revolved around a narrative. But the true objective
was to highlight the performance capabilities of various BMW vehicles.
With the success of these films, other brands soon launched into their
own elevated product placement campaigns.
With branded content, the needs of the audience are always the
priority.
The word “native” refers to this integration of the content with the other
media surrounding it.
If horror movies and theme parks are any sign, people like to be scared.
Companies know that the most harrowing or shocking images are the
ones that stick with an individual.
In this branded content example, the CDC used fear and surprise to get
across their anti-smoking message:
Fear is another popular branded entertainment tactic.
Anger/Disgust
Here are some ways that focusing on narrative engages more with the
consumer.
Reinforces The Brand’s Story
Every step that follows in the campaign process is dependent upon this
moment.
This is where the company must ask themselves the all-important
question. What do we want to achieve?
Develop an entertaining idea
After you've determined the goals of the campaign, it’s time to develop
the brand’s story concept.
Typically the branded entertainment agency will bounce rough ideas off
one another. Like a brainstorming session in a television writer's room.
It’s expected that an ideal story arc for the content will take time to
develop.
It’s a good idea to try different elements to see what resonates most
with the audience.
Let’s face it, cutting corners during the production phase can hinder a
product’s launch.
Recall rate was 59% higher, and consumers were 14% more likely to
seek out information about the brand in the future.
The research also found that branded content was 2X more memorable
than display ads.
Ad Recall
It can difficult to determine the ROI for branded content. But these
numbers are encouraging for the industry.
Wrapping up
Legendary advertising executive David Ogilvy once said, “What really
decides consumers to buy or not to buy is the content of your
advertising, not its form.”