How These 3 Companies Nailed Their Content Marketing Campaign
Each year, businesses attempt to create new forms of content that add value and better appeal to consumers. How do they continue to keep things interesting? One word: Branding. A strong brand is one that establishes a solid relationship between the customer and their product. In the past, several companies have failed to create content that reflects the interests of their target audience. In order to ensure you don’t fall into this category, it is important to take a look at companies who correctly understood their customers. Here are three examples of businesses that crushed their content marketing campaign in 2018:
A strong brand is one that establishes a solid relationship between the customer and their product.
Taco Bell has changed a lot over the years, but they have finally nailed down a strategy that works. The fast food brand isn’t seeking to appeal to everyone, just a very specific market. Taco Bell changed the look of their brand, adding a younger, vibrant color palette and making frequent references to student life in their content. In doing so, they have been able to better communicate with younger generations and have kept them engaged through customizing their social hub across channels.
Taco Bell’s feed highlights interesting creators, employees, and fans who respond to social media challenges. One of which asked customers to create Taco Bell inspired make-up looks, for example. The fast food brand uses several different platforms to create unique campaigns and trends, differentiating the content seen on each (Facebook, Twitter, YouTube, etc.). They also use Twitter to drive consumers to view content on their other active platforms, like Snapchat. For example, on Cinco de Mayo they created a Snapchat filter that turned users’ heads into a giant taco, and it was viewed more than 224 million times. Overall, Taco Bell has taken advantage of their reach through social media by creating interactive content where audience members can engage and let their creativity fly.
This past year, IKEA changed the way they communicate their brand to consumers. The furniture giant implemented a series of blogs where consumers can receive decorating tips, as well as an augmented reality app that enables buyers to customize a room space. With the app being true to scale, people have found it to be extremely useful when creating designs. This new feature helped IKEA expand consumer reach and engagement significantly.
IKEA has also tapped into current trends and utilized them to their advantage, such as ASMR (Autonomous Sensory Meridian Response). ASMR is a calming, tingly feeling some people experience while hearing soothing sounds, such as whispering. IKEA took this concept and made a video that uses ASMR techniques (e.g. bed sheets being smoothed) to promote their products. After posting this video to YouTube, it gained attention and has been viewed more than 1.4 million times. By making this trend relatable to the IKEA brand, they were able to attract consumers on a new level and create a positive association with IKEA products.
Glossier has gone from a blog to a thriving beauty brand in just a couple of years. The brand started as “IntotheGloss.com,” powered by Emily Weiss and an influential community of brand advocates. Glossier has since grown into a consumer-driven product line that is extremely popular and often sold out. Their success is the result of authenticity and strong connection to fans. According to Weiss, one of her main goals is to listen very closely to audience members across all channels. In doing so, Glossier has made sure to involve employees by creating FaceTime makeup tutorials and Facebook live videos to showcase their products and give tips on how they can be used.
"Their success is the result of authenticity and strong connection to fans."
Glossier has taken their social presence and used it in a way that not only promotes their products but shows consumers how they can better use them. These techniques have enriched their content in new ways by connecting advocates of the brand with consumers, forming a community rather than a business relationship. The beauty industry is one that has experienced rapid growth and will continue to do so over the years. Glossier has capitalized on this boom by constantly thinking of new ways to enhance their brand through social content, and so far, it’s paid off.