- Learn from the best: 5 examples of branded content done right
- Published 07/08/2023
- 10 min Read
- Written by Julia Shandrokha
Table of contents
Branded content is a creative form of advertising that blurs conventional distinctions between what constitutes traditional marketing and what constitutes entertainment. It’s about weaving a brand’s message into an engaging narrative, designed to captivate consumers not just through a product or service, but also through the art of storytelling.
In this article, the Famesters agency experts break down the concept of branded content, demystifying what it’s all about and why it’s so effective. We’ll also showcase five standout examples of branded content that have not only achieved significant commercial success, but also redefined their respective brands’ relationships with their target audiences. Read further to learn more and see the best branded content examples.
BRANDED CONTENT VS. CONTENT MARKETING: KEY DIFFERENCES
While these terms are often used interchangeably, they refer to distinct aspects of marketing strategy. Understanding the nuances between them can help businesses better plan and execute their marketing efforts. Let’s dive in.
Best branded content
Branded content is a marketing approach focused on creating media and content that doesn’t promote the brand directly, but rather, associates the brand with certain feelings, values, or ideas. It’s not purely about selling products or services, but about creating a connection between the brand and its audience through engaging and entertaining content. This could be anything from short films and documentaries to social media posts, podcasts, and games.
A classic example of branded content is LEGO’s feature film “The LEGO Movie”. Rather than explicitly selling LEGO sets, the movie tells an engaging story while subtly promoting the brand’s core values of creativity, imagination, and play.
Take the Barbie movie as another example. It’s undeniable that their marketing campaign will go down to history. They went as far as branding the Google search results page, oh my!
But we’re just getting started unpacking the size of their marketing efforts. Without giving too much away, let’s just say there are more exciting and ground-breaking details to explore. So, keep on reading!
Content marketing
Content marketing, on the other hand, is a broader marketing strategy aimed at creating and sharing valuable, relevant content to attract, engage, and convert a clearly defined audience. It uses informational, educational, or entertaining content to nurture leads and guide them through the buyer’s journey. This can include blog posts, social media updates, newsletters, webinars, eBooks, whitepapers, and more.
The goal of content marketing is to provide the audience with valuable content that solves their problems or fulfills their needs, which in turn, builds trust and fosters a positive relationship with the brand. For example, a company that sells cooking equipment might create blog posts with recipes, cooking tips, and equipment reviews.
Key differences
While both branded content and content marketing focus on creating valuable content for the audience, their objectives, execution, and measurement of success vary. Best branded content is more about storytelling and generating brand affinity, using content to establish a specific brand identity or image. Its success might be measured in audience engagement and brand perception.
Content marketing, on the other hand, is more focused on driving a specific action, such as generating leads, improving SEO, or increasing conversions. It uses content to nurture a relationship with potential customers over time, gently guiding them down the sales funnel. The success of content marketing is often evaluated through metrics like click-through rates, lead generation, SEO ranking, and conversion rates.
While these two strategies intersect at multiple points, they serve different purposes within a comprehensive marketing strategy. Each plays its role in building brand identity, fostering customer relationships, and ultimately, driving business growth.
WHY SHOULD BRANDED CONTENT BE A CRUCIAL COMPONENT OF A MARKETING STRATEGY?
Now when you know exactly what branded content is about, you may wonder, what is it good for? We’re here to make it all clear and highlight 3 reasons why you can rely on this type of content.
- Builds brand awareness. Branded content helps a company to establish a unique identity in the market and tell the brand story. It gives the audience a clear sense of what the brand stands for, its values, and what it offers. This helps the brand to be easily identified and remembered by the target audiences.
- Helps with customer engagement. Well-crafted branded content is often engaging, informative, and valuable to the audience. It helps to capture and hold the audience’s attention, encouraging them to interact with the brand.
- Surprises you with increased conversions. While branded content is not directly focused on selling, it indirectly aids in increasing conversions. By improving brand recognition, engaging customers, and building trust, branded content encourages the audience to choose the brand when they are ready to make a purchase.
5 ICONIC EXAMPLES OF BRANDED CONTENT
Creating impactful branded content isn’t easy. That’s why we at Famesters have put together 5 best branded content examples that can serve as a source of inspiration for you.
1. Red Bull: elevating branded content to new heights (sometimes literally)
Red Bull, the energy drink brand, is perhaps one of the most shining examples of how to execute branded content effectively. For decades, the company has pursued an innovative and unique approach to branded content, seamlessly integrating its brand identity into various forms of media and live experiences, going far beyond the traditional confines of advertising.
Red Bull’s marketing strategy doesn’t just sell a beverage, it sells an ethos: the spirit of energy, adrenaline, adventure, and extreme sports. Besides sponsoring and organizing sporting events (e.g. Red Bull Rampage, Air Race, and Cliff Diving World Series), they invest in branded content production and collaborate with the influencers in extreme sports. The outcome? More than 11 million subscribers on YouTube, engaged audience and 11.6 billion cans sold in 2022, representing an increase of 18,1% against an already very successful 2021.
3. Netflix: blending sponsored content with storytelling
Netflix’s sponsored content for their popular series, ‘Orange is the New Black,’ demonstrates a perfect marriage of brand messaging and engaging, informative content. The article, ‘Women Inmates: Why the Male Model Doesn’t Work,’ presented in collaboration with The New York Times, ties in subtly but effectively with the show, which revolves around life in a women’s prison.
This captivating piece combines interactive images, compelling video, and high-quality journalistic content, providing an enriching read that also ties back to the show. It gives the reader a real-world perspective of the issues addressed in the series while keeping Netflix’s brand association strong.
The successful execution of this sponsored content showcases how well-crafted articles can boost traditional media revenue and serve as a potent marketing tool for brands like Netflix. This collaboration sets an excellent example of producing sponsored content that strikes a balance between brand promotion and meaningful storytelling.
4. GQ x Goldman Sachs ‘My First Million’
GQ magazine partnered with Goldman Sachs to produce a series called ‘My First Million‘ on their YouTube channel. This series presents young athletes discussing how they spent their initial significant earnings, blending entertainment with essential lessons in financial literacy.
In each episode of ‘My First Million,’ the athletes share stories about their first big purchases, from luxury cars to high-end fashion, and the pivotal financial decisions they’ve made. These decisions include savvy investments in real estate, paying off debts, and providing financial support to their families.
This blend of entertainment and education has struck a chord with viewers, making ‘My First Million’ one of the most-watched series on GQ’s YouTube channel. By providing a behind-the-scenes look at the lives of young athletes and their financial journeys, GQ and Goldman Sachs have created a compelling platform that not only entertains but also educates about financial literacy.
5. The Barbie movie
Like we said before, Barbie’s marketing campaign is set to make history. You can spot examples of their enhanced branded content just about everywhere.
Why “enhanced”? They’ve used so many different marketing tactics, you can get what they’re all about without a single word being said.
The Barbie Phenomenon opened the playground for brands and influencers collaborations, empowering all sides. Below we provide just a few examples.
Barbie’s Malibu DreamHouse
Warner Bros. has made it a reality, creating a vibrant pink real-life Barbie DreamHouse available for rent on Airbnb. Loaded with a plush bedroom, charming gym, and picturesque outdoor space, it’s the ideal experience for die-hard Barbie fans.
Guests are invited to step into Ken’s shoes, getting exclusive access to highlights like the swimming pool, dance floor, and extensive wardrobe. The house isn’t a newcomer to Airbnb; it was previously available in 2019. But it’s gotten a full-on makeover for the movie’s release, complete with a sprinkle of Ken’s signature style.
Tangle Teezer brush x influencers
Tangle Teezer, a hairbrush brand that went viral on TikTok, has just the product for Barbie fans with diverse hair types. The brand launched a social media campaign featuring a trio of influencers, showcasing its core principles: empowerment, playfulness, and inclusivity. Each influencer, sporting a unique hair texture, effortlessly detangles and styles their hair using the Tangle Teezer brush. The result? A hairstyle so smooth, it’s Barbie-approved.
Barbie-themed collection of hair accessories by MyKitsch
Kitsch just dropped their latest collaboration, featuring vibrant pink and blue hair clips and ties. By teaming up with micro-influencers, they’ve created eye-catching content that totally vibes with the tastes and preferences of their customers.
Semrush took a deep dive into the Barbie Phenomenon, crunching the numbers on Barbie’s social media footprint and online search trends.
- +120% more engagement and 661K new followers in 60 days on Instagram.
- +183% more engagement and 14,5K new followers in 60 days on Facebook.
- 494K new backlinks to barbiethemovie.com in a month.
- 2.6M monthly searches for “barbie”.
- 440K monthly searches for “barbie the movie”.
It’s yet unclear about the ROI of all the marketing efforts and the lasting effects on Barbie sales volume, but we at Famesters are sure that the campaign and the movie reinforces Barbie’s image in the minds of existing customers and also introduces the brand to potential ones.
THE POWER OF INFLUENCERS IN BRANDED CONTENT AND HOW FAMESTERS CAN HELP WITH THAT
It’s likely you’ve already recognized the integral role influencers can play in your marketing strategy. The authentic and personable nature of influencers often resonates deeply with audiences, making them instrumental in crafting compelling narratives that blend seamlessly with brand messages.
Their unique ability to narrate a brand’s story in a relatable and engaging manner can significantly bolster the effectiveness of branded content, driving higher audience engagement, greater brand affinity, and ultimately, increased conversions. This is where micro-influencers truly shine — they provide a human touch to branded content, making it feel more personalized and less like traditional advertising.
Moreover, there are reasons to work with micro-influencers: they often have dedicated followings within specific niches. Collaborating with them can therefore open up opportunities for brands to tap into these niche audiences, who are likely to be highly interested in the brand’s offerings and more inclined to engage with the branded content.
At Famesters, we understand the power that micro-influencers hold in today’s digital landscape. Our agency specializes in connecting brands with the right influencers for their target audiences and campaign goals.
Here’s how we can help your brand harness the potential of influencers:
- Strategic matching. We use data-driven strategies to match your brand with influencers who align with your target audience, brand values, and campaign goals.
- Campaign management. We manage the entire campaign process, from planning to execution and analysis. This includes content direction, scheduling, tracking, and measuring results.
- Optimizing ROI. With our data-driven approach, we optimize campaigns to ensure maximum ROI. We assess the impact of each influencer’s efforts and adjust strategies as necessary to achieve the best possible outcomes.
WRAPPING UP
Branded content is an important aspect of marketing because it allows brands to connect with their audience on a deeper level, build a strong brand identity, and ultimately drive business growth. It’s a powerful tool that goes beyond immediate sales to establish long-term relationships with customers, which is essential for success in today’s competitive market.
Capitalizing on the full potential of branded content calls for the right strategy, tactics, and partners. This is where micro-influencers come in, and where Famesters can guide your brand to new heights. Our extensive expertise in strategic influencer partnerships and campaign management makes us uniquely suited to help your brand harness the power of micro-influencers for content creation.
Ready to transform your branded content strategy with the power of micro-influencers? Contact Famesters via [email protected] today to get started.
Frequently asked questions about branded content
What exactly is branded content?
Branded content is a marketing technique that involves creating content which is linked to a brand and its values, but does not always directly promote the brand’s products or services. Instead, it aims to build a relationship with the audience through engaging, entertaining, and informative content that resonates on a personal level. This could include films, articles, podcasts, and more that help embed the brand into cultural conversations.
How does branded content differ from traditional advertising?
Traditional advertising focuses on direct promotion of products or services with the aim of driving immediate sales. It typically uses clear calls to action and emphasizes product benefits. In contrast, best branded content examples show us that it seeks to build brand affinity and customer loyalty through storytelling that aligns with the brand’s identity and values, often without direct product mentions. Branded content is designed to captivate and engage an audience over time, fostering a deeper emotional connection with the brand.
What are the main benefits of using branded content in my marketing strategy?
- Enhanced brand perception: By focusing on storytelling and the integration of brand values, branded content can sculpt a brand’s image and increase its stature in the cultural landscape.
- Greater audience engagement: This type of content is often more relatable and engaging than traditional ads, leading to higher levels of interaction from the audience.
- Increased customer loyalty: Effective branded content can create emotional connections, turning casual consumers into loyal brand advocates.
- Indirect conversion potential: While not its primary focus, branded content can still drive conversions by improving brand awareness and affinity, which in turn makes consumers more likely to choose the brand when they are ready to purchase.
- Going viral: Examples of branded content like Barbie’s or LEGO’s show us that branded content done wise can go viral and cover even the audiences that weren’t target and even interested before, but became so thanks to engaging with viral branded content.
Can branded content actually drive sales?
Yes, while the primary goal of branded content isn’t direct sales, it indirectly influences purchasing decisions through enhanced brand perception and deeper customer relationships. A well-crafted branded content strategy can make a brand top-of-mind for consumers, which boosts sales over time as the connection with the audience strengthens.
What makes for effective branded content?
Effective branded content should:
- Be true to the brand’s values and identity.
- Be high-quality, engaging, and well-produced.
- Tell a story or convey messages in an innovative way that resonates with the target audience.
- Include a strategic distribution plan to reach the intended audience through the right channels.
How do I measure the success of branded content?
- Engagement metrics: Likes, shares, comments, and time spent on content can indicate how engaging and relevant it was to the audience.
- Brand lift: Surveys and studies pre- and post-campaign can measure changes in brand perception and awareness.
- Indirect sales lift: Increases in sales following a campaign, although not directly attributed to the content, can often be a good indicator of its overall impact.
- Audience growth: Gains in social media followers or email subscribers post-campaign can also indicate effective branded content.
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