The digital marketplace has become more competitive, and memorability is one aspect that differentiates successful brands from those just taking up space. Building an online presence is no longer the way to get ahead – it’s the way to keep up. To truly gain traction with target audiences, marketers must create custom content that tells stories people will pay attention to and remember. Nielsens’ Advertising Tops of 2013 pointed out which companies are hitting their stride with campaigns that do more than just sell. They entertain prospects with stories.
Challenge: Create timeless content that’s still relevant
State Farm won the accolade of the most memorable with its Discount Daaa-ble Check ad, part of an ongoing series that targets football fans and budget-conscious consumers alike. The clip inserts itself into a larger story by playing up the ongoing rivalry between the Chicago Bears and Green Bay Packers, while injecting the “Discount Double Check” catchphrase to seamlessly align with its current strategy.
Companies are hitting their stride with campaigns that do more than just sell. They entertain prospects with stories.
Another notable winner was Party City with the “Thriller” ad. According to Nielsen, the brand capitalized on the song’s popularity and the show-stopping power of the accompanying dance sequence. This was a winning combination during the holiday season, which kicks off in the fall with Halloween.
Kay Jewelers rounded out the Top 10 with its “Photo Booth” ad. The content effectively touches customers’ softer sides with a sweet storyline that features a couple capturing “just right” moments. A recent article in Ad Age by Beth Snyder Bulik explains why this kind of ad is effective even if viewers don’t consider themselves romantic.
Carefully placed content plants a seed that grows when buyers need assistance making a purchase decision.
Bulik writers that some consumers (men in particular) balk when jewelry commercials interrupt football games, show up in sports magazines on display on the site on of websites. However, this carefully placed content plants a seed that grows when buyers need assistance making a purchase decision.
“Mr. Coen [president of software-platform-promotions company Second Street] himself remembers seeing jewelry ads in Sports Illustrated and thinking how “ridiculous” that was – until he was ready to propose, and recalled the ads down to the four C’s lesson of color, cut, clarity and carat,” wrote Bulik.
Brafton has repeatedly said storytelling is the best way to draw in audiences, particularly when targeting internet users who have myriad alternatives if certain brands miss the mark with their online content. It will always be important to drive a strong bottom line, but marketers must bring the skills they honed for TV success to the web and create compelling stories that people enjoy.