Businesses that have been in operation for more than 20 years likely have offline marketing programs that are still successful. Perhaps some have noticed these practices plateauing. There’s no reason to trash the entire effort and start from scratch – just look at Snapple for some creative inspiration.
The beverage company has provided customers with “Real Facts” under each bottle cap for 11 years. Since the concept’s inception, these thought-provoking snippets of text have compelled buyers to discuss the facts and wonder about their accuracy. Snapple recently enacted a new strategy to bring these caps to the web with a new Snapple Re-enFACTments campaign produced by Code and Theory.
Today’s average web user is a visual learner. Consumers are 80 percent more willing to read web content when it’s supplemented by visual media, and 40 percent of consumers prefer to engage with infographics over text-heavy articles. Snapple’s creative team seems to understand this evolution in media consumption, as its Re-enFACTments turns popular under-the-cap facts into video content, Vine clips and infographics. The campaign also brings in popular digital artists, animators, filmmakers, chefs, game makers and toy makers to produce their online content collateral.
The campaign started in May 2013 and will continue through the end of August 2013. The goal: Produce and publish one update each week. Check out Snapple’s YouTube Channel for some examples from creatives like chef Andrew Zimmerman, art chef Jimmy Zhang and artist duo Reed + Rader.
Video marketing has integrated into content creation, but brands must find unique ways to build content strategies that amplify their current voice, not create inconsistent collateral simply for viral sharing. Snapple took one of its strongest offline tactics and turned it digital – a smart practice that every offline brand should experiment with long term.
