Content. As an adjective, content means “in a state of satisfaction.” As a noun, and in the world of marketing, content is the way brands create and distribute relevant messages to a particular audience. With endless channels to do so, how do brands ensure that customers are content with their content? Brands can try, and try, and try, and try, but without implementing content in a way that’s meaningful for customers, brands can’t get no satisfaction.
This week, take a look at how three brands – Kohl’s, Mondelez, and Disney – are developing content with their customers in mind.
Remember that video you saw all over your Facebook news feed last week with the lady in a Chewbacca mask? The video that has been viewed 135 million times since it was first posted? Well, Kohl’s used this user generated content to its advantage, and quickly followed up in 24 hours with a video of its own. As a result, Kohl’s digital content engagement increased 101% in four days – we’d call that a success.
What do Mondelez International and professional skydiver Luke Aikins have in common? The two have joined forces to promote Stride gum going forward, which is just one of the ways Mondelez is switching up its advertising game. Take a closer look at how the brand is improving its content in order to better engage with consumers.
“We are pushing our agency partners; creative and media, to think differently about how we develop content that engages our consumers, and ultimately how we rethink the advertising model to create more value for everyone.” –Laura Henderson, Global Head of Content and Media Monetization of Mondelez
When Disney Interactive Media first launched, the company was hopeful that someday their social footprints would come. Since launching, DI Media has built its social footprint to 1.15 billion followers across platforms such as Facebook, Twitter, Instagram, and Snapchat. As a result, Disney Interactive Media has been able to gain the trust of Disney executives and has become a reliable expert in how to successfully reach Disney fans.
“We saw the opportunity to really embrace fans and get close with them, and deliver quality content.” –Mark Walker, SVP & GM of Disney Interactive Media