Module 3: Enhancing Touchpoints with Contagious Content and Community Conversation Unit 2: Creating Content That Spreads and Sticks
Oftentimes, content contributors will pay for sponsored content that suits the overall theme of a mainstream media publication. Consider how this was done by shoemaker, Cole Haan, for T Brand, the content studio of New York Times Advertising that provides brand storytelling on inspirational ideas. Cole Haan featured a multi-media story called “Grit & Grace” on the grueling, but rewarding, lifestyles of dedicated ballerinas. The connection between ballet pointe shoes
guides to oysters, cheese, etc.). To keep Guiness top-of-mind, the brand provided a handy restaurant and tavern guide for alcohol beverage pairing items.
and growing body development fits seamlessly into a “no pain, no gain” portrayal of the sacrifices made by ballerinas.
Friend-of-Mine Apps
This same concept applies today but in an easily retrievable digital format. And once a user gets familiar with your guide, they may well lock into your brand as the preferred app. Perhaps the most well-known mobile friend-of-mine app is Charmin’s Sit or Squat restroom finder. It rates the cleanliness of restrooms across over 100,000 global locations with detailed location maps.
CREATING INDISPENSABLE GO-TO RESOURCES
Much like evergreen and episodic content, another route to creating lasting content is to provide a reusable guide like helpful how- to apps, cheat sheet, and checklists. Consider how effectively this was done in 1950 by advertising tycoon, David Ogilvy, in his production of the Guiness Guides (e.g.,
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