The week in content marketing with strategist Lieu Pham
This week, a prestige skincare brand demonstrates the power of emotion, while Porsche puts us right in the driver’s seat. In other news, Kik trumps the bigger players to release the bots, Facebook kicks branded content restrictions to the kerb and we even get a Game of Thrones-inspired lesson on the earned media landscape, two weeks before the season six premiere!
The power of emotion-centric marketing was on show in SK-II’s powerfully brave short film, Marriage Market Takeover. In Chinese slang, the term ‘sheng nu’ translates to ‘leftover woman’, which is used as a term for unmarried women over the age of 25. As part of the prestige Chinese skincare brand’s #changedestiny campaign, SK-II launched the film about ‘sheng nu’, to stand up against dominant cultural stereotypes that hold women back.
It shouldn’t come as a surprise, but buyers tend to rely on emotion rather than information when it comes to making decisions. Jami Oetting from HubSpot assesses content that touches on four basic emotions – happy, sad, afraid/surprised and angry/disgusted – to demonstrate how brands have successfully used emotions to build engagement, connection and awareness.
Porsche takes a step towards virtual reality with the launch of Porsche BlackBox, a website that allows users to capture the feeling of driving a Porsche. Using actual data from Porsche drivers, users can visually experience winding routes and particle effects around a 3D model of a Porsche 911, which emphasises the feeling of driving one of the prestige vehicles.
Teenage messaging app Kik has beaten Facebook to the punch by being the first to launch a bot store and a developer platform to support it. Using the Kik Bot Shop, users will be able to add bots, or mini-apps, to their accounts, for use within their chat windows. This could be anything from Vine videos to beauty tips from Sephora. Bots, which have been dubbed the next big thing in instant messaging, are expected to roll out on Skype and Facebook in the near future.
With more than 697 million active monthly users, it’s hardly a surprise that western brands are looking to expand their business into WeChat. However, due to language barriers and a lack of understanding about the wildly popular messaging service, breaking into the WeChat market can seem like an uphill battle. Yuyu Chen from DigiDay has provided a guide to WeChat for brands thinking about expanding into the Chinese messaging platform.
In a decision that will result in celebrations from publishers, brands and celebrities alike, Facebook has updated their branded content policy, and will now allow verified pages to share branded content on Facebook. This means anyone who operates a verified page on Facebook will for the first time be able to share content they haven’t paid for, including text, photos, videos, Instant Articles, links, 360 videos and live videos.
Imagine you’re standing in a packed auditorium, facing your potential customers. Now imagine if you could only say one sentence to engage those potential customers. What would you tell them? That’s the analogy posed by Trond Lyngbø from Search Engine Land, regarding the importance of keyword research, and why it’s such a vital tool to inform successful content marketing strategies.
Struggling to understand the difference between paid, owned, shared and earned media? Look no further than Game of Thrones. Klick Kommunications boss Kim McKay uses the popular series to help explain earned media, in her “Game of Comms” analogy. According to McKay, there are countless parallels between the show and media, in that “they are both complex, fast moving, confusing and powerful.”
As the world continues to globalise, it’s imperative for brands to break through the clutter and connect with consumers on a personal level. When dealing with new markets and cultures, brands need to take more of an anthropological approach to find those insights that are key for local engagement.
Founder: Lieu Pham
Editor: Tanya Paolucci
Associate Editor: Laura Kennedy
Design: Lilli Hagan
Sub-Editor: Suzannah Pearce