With traditional advertising formats like print ads, commercials and web banners quickly going out of style, forward-thinking brands must reframe marketing to ad value to consumers. Brands that share advice, experiences or interesting stories as a way to promote their products or services are ahead of the pack. It compels customers to seek out their content rather than forcing exposure. Here are a few examples of brands that are doing it right.
When it comes to incorporating storytelling as a way to sell products, make-up brand Maybelline has the right idea. The brand’s high profile YouTube show Vanity taps into their target demographic, digital savvy fashionistas. Vanity is a perfect example of branded content.
Virtual Reality, interactive video and immersive content are all exciting new methods that brands are using to connect with consumers. One great example of this comes from Excedrin, an over-the-counter headache pain reliever.
The brand recently unveiled a series of videos in which users participate in a virtual reality experiment to simulate how it feels to suffer from regular migraines. Not only does this campaign use stories to build empathy amongst its audience, it also uses augmented technology to provide a refreshing brand experience.
It’s no surprise that snapchat is becoming one of the fastest growing social networks. And of course, wherever the young people are, the coolest brands are sure to follow. Brand strategists all over the world are coming up with creative ways to monetize the burgeoning market.
Major fashion retailers like Chanel, Alexander Wang, and Louis Vuitton have run successful campaigns. Although social shopping is just getting started, now is the perfect time to jump on the trend. Snapchat boasts more than 100 million daily users viewing close to 10 billion videos every day.
With a dramatic increase in wearables, crowdsourcing, sensors and data, in the future – nearly everything will be connected to the Internet of Things. Content can be influenced by the environment which will allow us to anticipate consumer needs and customize output.
For example, athletic brand Nike recently unveiled a series of apparel advertisements that are completely tailored to the weather.
The company began placing ads on the Weather Channel mobile app which offered suggested for cold-weather apparel based on local weather conditions. If it’s dark, the app may suggest a reflective running vest or in warm weather it would suggest lightweight exercise gear.
Personalized Engagement is an exciting new form of advertising which uses technology paired with a dedicated human team. This allows for more targeted interactions while allowing for individual inquiries on a larger scale.
A great example of this comes from Smirnoff, the largest Vodka brand in the world. The company recently launched a campaign which encourages customers to instagram a photo of their refrigerator. Then, Smirnoff’s online bartender will recommend a cocktail based on products you have at home.