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Branded Content Campaign: How to in 5 Steps
- 1. BRANDED CONTENT CAMPAIGN HOW TO IN 5 Steps Karen Hesse @256media, karen@256media.ie
- 2. Definition: Branded content is a form of advertising that uses the generating of content as a way to promote the particular brand which funds the content's production.
- 3. WE JUST CALL IT BIG ROCK
- 7. 3. CREATION
- 8. • An online survey • A landing page to house the various assets • Native assets on key sites • A video ‘vox pop’ for Facebook and YouTube pre-roll • Search/display campaign for lead generation. • Social assets e.g. illustrations, animations, and competitions. • Swag: mugs, calendars, and t-shirts. • Anytime infographic. • Blog posts • E-zine for media partners. • An Irish Time Facebook App THE ASSETS
- 12. Create Once, Publish Everywhere on Rented, Owned, Paid, and Earned media.
- 13. MULTI-CHANNEL
- 14. LANDING PAGE – the campaign hub
- 16. THE REPORT Hosted on landing page, and shared widely on social, as well as being used as part of the native/PR drive
- 19. INFOGRAPHIC Bite-sized takeaways from the report to be hosted on the LP and shared on social
- 21. VIDEOS Anytime videos, short motion graphics, and partner videos with PJ Gallagher. Videos used on social, the EBS site, native content, and as YouTube pre-roll
- 23. NATIVE Sponsored content for relevant sites e.g. the Journal, Lovin Dublin, The Independent
- 26. BLOGS A series of blogs to drive traffic to the EBS website including a Battle of the Sexes and a look at the Irish and our time-keeping
- 28. ILLUSTRATIONS/GIFS 12 illustrations created in partnership with illustrator Rob Stears, that were a humorous look at the Irish and our unique relationship with time
- 32. SWAG Anytime branded swag e.g. a calendar, t-shirts, and mugs to be given away as prizes in competitions on social
- 36. Did you hear about the Anytime campaign EBS are doing? Aye, sure I saw it on Facebook.
- 38. AMPLIFICATION Content shared across PR channels, social, native, online, print, and display. Emphasis on robust multi- channel but also genuine interest from target audience.
- 39. While paid amplification is important, a campaign/asset won’t fly without real, organic interest from the target market.
- 40. THE RESULTS
Notes de l'éditeur
- From the purpose comes the brief This is the brief: OUR CLIENT EBS – no love lost for the banks. Important to connect the content idea to the brand’s proposition. Our starting point: The client’s proposition was that they would meet for a mortgage meeting anytime, before work, after work, even on the weekend. Does it pass the ‘who cares’ test. What conversation did we want to own? Purpose, create an emotional connection with our audience for talkability, drive traffic to the site. Metrics: Engagement levels Traffic to the site. Sentiment – this is very important, especially for financial institutions.
- From the survey came the key findings, and from that: the assets.
- A fully integrated campaign to put across EBS’ unique selling point of anytime mortgage meetings really meaning anytime.
- A detailed Anytime report
- Vid to play
- Native pieces
- Victory!