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While the internet has made it possible for brands to reach consumers just about anywhere there’s a Wi-Fi connection, much of the advertising industry still seems to take a U.S.-centric approach to marketing coverage. With New York City trying to hold on to its reputation as the media capital of the world, and Silicon Valley dominating headlines, it’s easy to overlook the conte ...
At the beginning of 2016, Peloton Cycle asked its employees to share their New Year’s resolutions on YouTube. Besides getting more sleep and drinking more water, there was a common theme: They wanted to be more ambitious. Turns out Peloton executives had the same idea. Last month, the at-home fitness brand took the number one spot on the Crain’s New York Business 2016 Fast50, ...
In 1973, ad agency Saatchi & Saatchi gave Carlsberg the tagline “Probably the best beer in the world.” Ever since, the brewing company based out of Copenhagen has been working hard to live up to the hype. Two years ago, it embarked on a mission to do the same with its content. That’s when the Carlsberg Group took its global content marketing in-house.
In February 2014, a new luxury fashion magazine hit the newsstands in 60 countries around the globe. With Gisele Bündchen on the cover, the 262-page glossy stood out immediately. And it had an ambitious cover price of $9.99—$4 more than the top fashion magazine at the time. While the sophisticated magazine could have easily been mistaken for Elle, Harper’s Bazaar, or a premium ...
They say a snowy wedding day can bring prosperity to the bride and groom. It certainly did for The Knot, a wedding-planning resource site. In January, a photograph of a couple who got married during the Northeast’s “Snowzilla” blizzard became the brand’s most popular Instagram post ever, receiving 44,000 likes and 1,600 comments.
Making products and services more accessible to widespread and valuable audiences is the ultimate goal for brands all over the world. And in Europe, they’re succeeding more and more—thanks, in large part, to content marketing. About 71 percent of European marketers created more content in 2015 than they did the year prior.
While U.K. and U.S. brands may not see eye to eye on the proper use of the term “football,” whether one puts jam or jelly on toast, or the true definition of the word “pants,” companies from both countries can agree on the benefits of content marketing. According to The Content Marketing Institute, 88 percent of U.K.
In February 2014, a new luxury fashion magazine hit the newsstands in 60 countries around the globe. With Gisele Bündchen on the cover, the 262-page glossy stood out immediately, justifying its ambitious price point of $9.99—four dollars more than the top fashion magazines at the time. While the sophistication and functionality of the glossy magazine could have easily been mis ...
Last December, when companies everywhere were busy hawking their holiday deals, Japan Airlines was spreading a message of world peace. The company had partnered with a Japanese artist known as “Yassan,” who previously made headlines for proposing to his now-wife with a GPS route that criss-crossed across Japan and spelled out “MARRY ME.
According to the Content Marketing Institute, 85 percent of marketing professionals in the United Kingdom now use content marketing, and 64 percent increased their spending in 2015. As these companies continue to experiment with social media, online video, custom magazines, and mobile, they’re finding innovative ways to strike that delicate balance between relaying a brand mess ...
Ask Swedish marketing manager Björn Owen Glad about the future of marketing, and it’ll only take him a split-second to tell you about the power of content. As an employee of Spoon, the content marketing agency for Volvo Trucks, Glad is helping drive some of Europe’s increasingly ambitious content marketing projects.
Winston Churchill once said, “History will be kind to me, for I intend to write it.” Sure, he was talking about global politics, but on a basic level, Churchill was thinking about legacy. And now, almost 70 years later, brands are thinking along the same lines, creating content that tells and shapes the history of their companies.
Call it crazy, but Adidas went into the FIFA World Cup in Brazil with the singular, ambitious goal of dominating the event on social media. To do so, the brand would have to compete against dozens of sponsors, including heavy hitters like Coca-Cola, Sony, McDonald’s, and Hyundai. But Adidas had an edge.
Contently Case Stories is a series highlighting some of Contently’s most successful clients. Crickets may be pleasant on a warm summer night, but they’re a nightmare if you hear them after you tell someone a story. Unfortunately, when financial services companies start creating content to boost their marketing, the dreaded sound of crickets are all too familiar.
penteeing a movie produced by a brand used to be rare. Dealing with the high production costs of Hollywood—and the domination of the 30-second TV spot—made branded films more of an experimental venture for the select few that could afford it. In 2015, however, the brand film floodgates finally opened.