BrilliantMARKETINGINNOVATIONS from8 of the world’s best brands

Presented by : Manna Michelle B. Isaac

MM 230 - Marketing ManagementUniversity of the Philippines

Prof. Mita Angela M. Dimalanta

Based on an online article By Neil Patelhttp://contentmarketinginstitute.com/2016/07/content-marketing-best-brands/

Denny’sUsing the right content to match their audience and the marketing platform.

A 24-hour American diner where customers

have been eating delicious, hearty

meals for over 60 years.

Denny’s publishes marketing entertaining content ranging from clever to weird mostly on Tumblr.

FYI: Tumblr

FYI: Tumblr

“When you order toast with space jam.”

“When he buys you a 14 carrot gold ring.”

The content is weird but it’s stuff that people don’t hesitate to share becauseit’s genuinely funny and doesn’t feel like just another advertisement for Denny’s.

Their strategy was inspired when they decided to put emotion back in the brand.

“For our customers, we always were a comfortable diner, and a diner is a feeling, not just four walls. - John Dillon, CMO of Denny’s

Where everyone is equala place you can relax and be yourselfbe social without any pretense a place to have a conversation with total strangers.

“The original social network before there was a social network.”

“Social media is that daily feed that reminds people that you exist, it has to be as transparent and as true as everything else you do, or people will call you out on it,” - Dillon

"It's about… little conversations that might not mean a lot at the surface level that you might have in a Denny’s booth with your friends and family. But, when you look back at your life, those might be the moments you enjoy the most.“ - Kevin Purcer, Director of Digital Strategy

“Traditional advertising can communicate our brand voice, however, we use social and digital to really make that daily connection.”

- Dillon

RolexHaving fresh, innovative content for an old-fashioned brand.

Founded in 1905 by Hans Wilsdorf who dreamt of watches worn at the wrist

reliable and elegant.

"Creating buzz is not the intent."

Content is crafted thoughtfully.

Privilege quality over quantity.

Precision as their guiding principle.

Appeal to sophisticated lifestyles that sleek and minimalist content project,

perfectly advertised on Instagram.

NikeBringing great customer service to social media.

Nike uses it’s Twitter account @NikeSupport to specifically cater to customer queries and needs.

FYI: Twitter

@NikeSupport is a separate account from @Nike and @NikeStore which allows it to see inquiries instantaneously and respond quickly.

@NikeSupport makes the brand feel a lot approachable and friendly by providing thoughtful and genuinely helpful 140-character responses.

Random HouseSharing content that inspires not only it’s team members but also it’s customers.

Shares a wide variety of content of stuff that inspire them

Makes their customers feel included in the creative process.

“Readers increasingly want to talk directly with authors, and we support our authors to make that happen. ” - Hannah Telfer

Digital media makes it possible for readers to find each other, share books, and discover their next read online. Random House works closely with GoodReads to address this.

FYI: GoodReads

FYI: GoodReads

Whole FoodsEstablishing itself as a lifestyle choice instead of a regular grocery.

Creates inclusive content that allows its customers to be inspired to eat healthy.

Publishes articles on its own website about how to save money while eating healthy.

Publishes articles on its own website regarding tips on diet change.

Uses proactive language which makes readers feel like they have an active role in their healthy lifestyle choice.

Coca-ColaSimultaneously creating a universal and personal experience through the Share-a-Coke campaign.

Coke personalised customer’s experience with it’s product by labeling cans and bottles with individual names.

Through it, they provided a shareable experience to their customers that made Coke more interactive and relatable.

Farmers Insurance Empowering customers through expert tips and support.

Farmers Insurance provides their customers with useful and practical information.

From car and house care tips, to identity theft prevention and how to go through a divorce.

Establishes itself as an expert, gaining customer trust. Becomes go-to source for daily needs.

New York TimesEmbracing new technology to stay relevant.

With free application use, NYT VR, and Google Cardboard, customers are have a 360-degree immersive experience of news.

Through virtual reality, people experience life through videos instead of traditional print media.

SUMMARY:

￭Create interesting content that your audience would want to share.￭Create something unique to see old things through new perspectives.￭Personalize experiences.￭Tell relatable stories.￭Teach your audience.￭Adapt content to new platforms.

SOURCES:

￭ https://www.buzzfeed.com/andyneuenschwander/dennys-has-a-tumblr-account-and-its-hilariously-awesome?utm_term=.vgLYJbKNQ#.brAn0NZ3X￭ http://www.forbes.com/sites/avidan/2015/09/30/dennys-was-the-original-social-network-before-there-was-a-social-network/#27b68b211f38￭ https://www.entrepreneur.com/article/244361￭ https://www.rolex.com/rolex-history/1905-1919.html￭ http://mashable.com/2014/04/17/rolex-marketing-strategy/#jNQrkMrhPkqO￭ https://www.theguardian.com/media-network/media-network-blog/2013/mar/13/storytelling-marketing-consumers-random-house￭ http://www.nytimes.com/marketing/nytvr/￭ http://contentmarketinginstitute.com/2016/07/content-marketing-best-brands/