Have you ever heard of branded content ? You may never have heard the term, but you have certainly been impacted by such actions at some point.
In this marketing strategy, the campaign focuses its efforts on promoting a brand and everything that surrounds it. It is not necessarily a sale, but it helps the reader remember a particular company and the values it wants to convey.
The main objectives of using branded content include helping the company to promote its values, improving its positioning in the market and instilling a positive memory of the brand in people.
For all this to happen, the company is committed to an action that piques curiosity and surprises the consumer, through reflective, emotional or fun messages.
Branded content generally uses digital media to work, as it depends on audience engagement to measure its success. In other words, if the initiative “gets on people’s lips” and is spontaneously , it means it was successful.
Cases and a little history
Branded content was telegram number list to the world in 2001. According to the book Content Marketing – The Currency of the 21st Century, by Rafael Rez , that year BMW launched a series of films called The Hire, where a car from the brand was always the supporting character.
Important directors were to prepare the scripts and actor Clive Owen the driver in all the films. The material was made available for download at the time and was a huge success. A year later, in 2002, the concept of branded content became known worldwide.
Check out some branded content cases that stood out in the market:
The Hire – BMW
One of the films in the series starring Clive Owen, featuring celebrities and directed by big names such as Ang Lee and Guy Ritchie. As how to order website promotion earlier, it was in 2001 and sparked discussions about what content is. The action promotes the product and the strength of the brand.
Thank You, Mom – P&G
The brand took chine directory of the Rio 2016 Olympic Games to talk about the role of mothers and the concept of protection that the brand intends to convey through its products.
