In 2014, a number of brands took their content marketing strategy to the next level, from effective crowdsourcing to high-quality videos. Let’s take a look at some examples of the best of the best.
Arcade Fire’s Fan-Sourced Gallery. Popular alternative rock band Arcade Fire took crowdsourced content to a whole new level with its fan-sourced gallery in 2014. The band asked fans to submit their favourite photos of the band’s Reflektor tour, offering the best photos and videos a spot on Arcade Fire’s website and social media sites. The moral of this story? Crowdsourcing is an excellent way to engage fans and users.
Chipotle’s Scarecrow Campaign. Mexican grill company Chipotle managed to capitalize on the ever-growing demand for video content with a three-minute short film designed to bring light to the negative aspects of processed food. In addition, the brand coupled the video with a mobile site and videogame as part of the campaign. It was a tremendous success: the game received well over 400,000 downloads, and the video garnered close to 11 million hits. Talk about visibility! Furthermore, not only did the brand manage to capture consumer’s attention with high-quality, engaging video content, it also managed to situate itself as a fresh and socially conscious alternative to the world of processed fast foods. It’s a win-win situation. Marketers predict that video will play an increasing role in creating brand engagement in 2015.
Deus Ex Machina’s Amazing Videos. Deus ex Machina is a step bigger than a brand. It is truly skilled at producing compelling video content that reflects that culture. For example, its latest video, “I Had Too Much to Dream Last Night,” follows a group of carefree surfers as they catch great waves, a clear reflection of the values and culture the brand is all about.
Anthropologie’s DIY Drink Recipes. In 2014 upmarket clothing brand Anthropologie had been started sharing great DIY drink recipes. The company featured a range of different drink recipes on its blog corresponding to different seasons and holidays. What’s so great about this series? Firstly it’s creative and timely; but also isn’t an obvious ploy for sales (Anthropologie doesn’t sell any of the ingredients included in the recipes). Rather, the point is to situate Anthropologie as a brand that is friendly, helpful, and knowledgeable, here to offer consumers valuable advice rather than just take their money.
Lana del Rey’s Awesome GIFs. In preparation for the release of her new album’s single, singer Lana del Rey launched a brand-new Tumblr, featuring a series of GIFs taken from her “West Coast” music video. These GIFs were pretty simple and didn’t require much effort on behalf of her production team (all they had to do was cast a few captures from the music video into GIF format), but they garnered a ton of attention. In fact, the GIFs garnered more than 20,000 Tumblr notes in total. Of course, not every brand has the kind of video collateral that Lana del Rey has. But pretty much every brand can replicate her Tumblr strategy for success. The trick is to recycle content into snippets that are short, compelling, and easily shareable and then publish it where you know your fans are, whether that’s Facebook, Instagram, Twitter, Tumblr, Vine, etc.