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Warc Trends: The Content Revolution - Find the right content strategy for your brand
David Tiltman, Warc Trends, December 2013
The Content Revolution looks at key trends in content marketing, with a focus on how brands are using digital content formats.
The Content Revolution looks at key trends in content marketing, with a focus on how brands are using digital content formats. It includes insight into why content is popular, and how brands are using it; analysis of three types of content strategy, and how they fit with a brand's other marketing activity; a focus on social and video content; and case studies that show how content has been used effectively by brands. The brands featured in the report include Nike, the sportswear retailer, Audi, the automotive marque, Dos Equis, the beer brand, and AT&T, the telecommunications company.
Making the case for TV as a supporting medium
Andrea Sophocleous, Event Reports, Festival of Branded Content and Entertainment, October 2013
This event report discusses how brands can use television as a supporting medium for their branded content efforts.
This event report discusses how brands can use television as a supporting medium for their branded content efforts. Such a strategy allows marketers - especially those with limited budgets - to attract an audience online and then enhance it with paid and earned exposure on TV. Engaging storytelling is essential to this idea, as shown by Virgin Mobile's campaign starring the brother of Hollywood actor Brad Pitt, and Durex's development of digitally connected "Fundawear".
China's PR challenge
Scott Kronick, Admap, October 2012, pp. 38-39
Chinese brands must understand their consumers in deeply nuanced ways in a similar fashion to campaign strategists for the US Presidential elections.
Chinese brands must understand their consumers in deeply nuanced ways in a similar fashion to campaign strategists for the US Presidential elections. The reporting of Chinese official support during the 2008 Sichuan earthquake showed what was possible if spokespeople were portrayed in a positive light. Since then, the role of public relations has risen on the back of food contamination scares, the SARS outbreak and trying to reverse the perceptions that 'Made in China' on a product automatically means cheap. As more Chinese brands aim to compete in international markets, they are embracing PR so that they can speak to potential customers in an authentic way.
Celebrity endorsement in India: Death of the celebrity god
Aditya Kanthy, Admap, September 2012, pp. 32-33
Bollywood movie stars continue to be the darlings of Indian marketers and account for the majority of endorsements.
Bollywood movie stars continue to be the darlings of Indian marketers and account for the majority of endorsements. Traditionally, Bollywood films were an escape for their audiences, with the heroes and heroines becoming untouchable gods. But the turn of a new century brought a new order in the production and consumption of celebrity in India and, with it, the death of distance. A series of macro-features have influenced this shift, including: reality TV, celebrity talk shows, multiplexes, younger audiences, the internet and the enthusiasm with which celebrities took to social media. As a result, brands are no longer putting celebrities on pedestals and they are no longer allowing them to talk down to consumers. Those that are, are failing. This piece takes a look at some of the Effie-winning case studies from the last five years and shows the change in how India views celebrities and how brands now use them.
How Clorox Used Earned Media to Revive Brita
Geoffrey Precourt, Event Reports, ad:tech San Francisco, April 2012
An event report from ad:tech San Francisco, focusing on a presentation from FMCG firm Clorox, owner of the Brita water filter brand.
An event report from ad:tech San Francisco, focusing on a presentation from FMCG firm Clorox, owner of the Brita water filter brand. Brita was successfully revived via earned media, with Clorox launching a save-the-environment-one-bottle-at-a-time pledge program that gained PR support. Further activity included a sponsorship partnership with a weight-loss reality TV show and a series of music festivals. Clorox sees earned media – as opposed to an ATL ad campaign – as a crucial way for building a brand's authenticity.
Point of view: PR and WOM can co-exist
Molly Flatt, Admap, March 2012, pp. 13-13
The redundancy of PR in a cynical user-generated content world has become a favourite industry theme.
The redundancy of PR in a cynical user-generated content world has become a favourite industry theme. Thanks to the new world of information sharing and audience fragmentation, PR's role as the guardian of the corporate message has been somewhat dissolved. But did it ever own the public message in the first place, or just that of a small, high-profile selection of media targets? Many PR agencies have reacted to this threat by trying to own a piece of the consumer word-of-mouth space, but the agencies and individuals that thrive are those that still believe in the value of the specialist work that they do but are also willing to work with the new.
How to use PR effectively
Joseph Clift and Roderick White, Warc Best Practice, December 2011
This paper discusses how marketers can most effectively use PR. Earned media in general, and PR in particular, has often been seen as the poor relation as far as marketing communications is concerned.
This paper discusses how marketers can most effectively use PR. Earned media in general, and PR in particular, has often been seen as the poor relation as far as marketing communications is concerned. But, with the digital revolution, PR should now be afforded a more important role by almost all companies. This is because word of mouth and viral marketing are playing an increasingly important role in brand's overall communications strategies. Marketers are advised to integrate their PR activity with other touchpoints, take a long-term view, and target carefully. The paper includes a list of related articles and case studies available on Warc.
Kotozukuri: how Nissan made 'brand journalism' a reality
Low Lai Chow, Event Reports, ThinkTank Live, November 2011
This article describes Nissan's new focus on 'kotozukuri' – Japanese for the art of storytelling – through the creation of The Nissan Global Media Center.
This article describes Nissan's new focus on 'kotozukuri' – Japanese for the art of storytelling – through the creation of The Nissan Global Media Center. It comprises a team of professional journalists and content creators who practice 'brand journalism' – the production and distribution of engaging editorial content. The article is based on the address of Simon Sproule, Nissan's corporate VP of global marketing communications, to the ThinkTank Live conference in Singapore. He explains that the initiative is a response by the automaker to an overall decline in interest in Japanese businesses, caused by the country's ongoing economic problems and competition from fast-growth Asian economies. Equally, it's an attempt to counter the general cultural resistance among individuals and corporations in Japan to standing out ("tall poppy syndrome").
Authenticity and brands - Golin Harris at the Cannes Lions International Festival of Creativity
Joseph Clift, Event Reports, Cannes Lions, June 2011
A report from a workshop given by PR firm Golin Harris at the 2011 Cannes Lions festival. The firm offers an 11-step programme for companies to make themselves seem more authentic to consumers.
A report from a workshop given by PR firm Golin Harris at the 2011 Cannes Lions festival. The firm offers an 11-step programme for companies to make themselves seem more authentic to consumers. Tips include: "unleash the CEO" to answer difficult questions from the public, make sure CSR programmes align with what the company sells, and keep the brand promise simple and easy-to-understand.
The four pillars of UPS' global sponsorship programs
Geoffrey Precourt, Event Reports, IEG Sponsorship, May 2011
A report from the 2011 IEG Sponsorship Conference, focusing on UPS' sponsorship strategy. The firm has a highly visible NASCAR presence for its U.S.
A report from the 2011 IEG Sponsorship Conference, focusing on UPS' sponsorship strategy. The firm has a highly visible NASCAR presence for its U.S. audience, along with a variety of global initiatives. These are informed by four marketing "pillars": direct revenue, indirect revenues, PR and employee recognition.
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