Like me, I often come across a lot of promotional content on my social media feed. Some of them surprise me with things I never knew existed, while others disappoint me because they seem like a waste of resources. However, there are times when I’m truly inspired. As someone who writes and edits content, I always have my opinions on these content packages from Toyota, KitchenAid, and United Airlines. 😃
Let’s start with Toyota. They go beyond just promoting their own brand. They recently launched a limited podcast series called “After the Nudge,” hosted by Soledad O’Brien and J.R. Smith. In each episode, they interview leaders of organizations that received a $10,000 donation from Toyota. They talk about the impact of the donation and the initiatives they are involved in. Some of the guests include Paulana Lamonier from Black People Will Swim, Siddeeqah Shabazz from Kulture Klub Collaborative, Khalid el-Hakim from the Black History 101 Mobile Museum, and Chi Loek from UA3 Community First. At the end of each interview, listeners are encouraged to press the “Nudge” button on the AfterTheNudge.com site, and Toyota will donate $1 to HBCUs. The podcast videos can also be found on Toyota’s YouTube channel. What I like about this is that Toyota brings its customers inside their charitable work and allows the interview subjects to reach a wider audience with their stories. The choice of hosts also adds credibility to the podcast.
Next, let’s talk about KitchenAid. Four years ago, actress Jennifer Garner started the Pretend Cooking Show on her YouTube channel, featuring KitchenAid products. Recently, she collaborated officially with KitchenAid. Her videos in her kitchen give off an authentic and genuine vibe that resonates with home cooks and bakers. She even surprises people who do good in their community with stand mixers and shares her cooking show on Instagram Reels. What I appreciate about this collaboration is that it doesn’t feel forced or abrupt like many influencer collaborations. Jennifer has been using KitchenAid products long before the paid collaboration started, and her content remains the same even after the collaboration.
Lastly, let’s discuss United Airlines’ Love in Plane Sight. It’s a spoof that attempts to capture the interest of Hallmark movie fans. The story revolves around Elle Towe, an astronomer who spills her gingerbread latte on her sweater and ends up sitting next to a guy on the plane. Unfortunately, the spoof falls flat and feels like a dud. United could have incorporated their brand more effectively into the story to make it more memorable.
In conclusion, when it comes to creating content, it’s important to be authentic and true to your brand voice. Surprise your audience with interesting and relevant topics, and include a fun call to action. This approach may make them smile or even give your brand a thumbs up. 👍 If you enjoyed reading this, consider subscribing to daily or weekly updates for more content marketing insights. It’s free, and you can change your preferences or unsubscribe anytime.
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