Not all clients are created equal. Some represent a fun, edgy or a luxury item that their customers want to hear about. Half your job is done already. Others lend themselves to a creative or humorous campaign. And then of course there are the ones that come with plenty of budget to throw at the job.
But what about the grudge purchases people don’t want to be reminded about or the non-sexy brands where there just doesn’t seem to be an interesting angle you can amplify? When these briefs land on your desk you die a little inside. But, there is always a creative solution, which these 5 examples of content marketing perfectly illustrate. A round of applause please to the teams that dreamed up these.
#1 The Caterpiller #BuiltForIt Trials
How do you communicate to your potential customers that your range of machinery offers a solution for practically every building site need? With a giant game of Jenga of course. Check out Cat’s epic monster game here.
#2 LL.Bean Pinterest
A perfect illustration of the mantra “if you build it they will come”. Pinterest is fast shrugging off its cupcakes and clothing reputation and has become a platform where curated content draws in followers – in the case of L.L. Bean more than 5 million of them. The boards reflect the things they enjoy doing in their lives, effortlessly selling the lifestyle behind the brand with boards like “outdoor fun” and “woodland creatures”. Check it out and start repinning here.
#3 The New Mini Answers
MINI has created a series of Instagram videos in which people ask questions and the MINI Cooper S automobile itself offers the answers. It’s a fresh and bold use of Instagram and the perfect platform to engage with the potential MINI customer. Fall in love with MINI.
#4 Tealium Taming The Digital Marketing Beast
How do you ensure your prospective customers don’t trash your brochure as soon as they leave your trade show? You make a children’s book they can’t resist taking home for their kids. Tealium’s company info was cleverly combined with it and was a hit.
#5 Landrover’s Vanishing Game
Land Rover “The Vanishing Game,” an interactive version of novelist William Boyd’s short fiction about a washed-up actor who is sent off on a mysterious driving adventure across the UK. Readers can access the story on the campaign’s Tumblr . The copy contains clickable key words that launch video of Land Rovers in action.
