Lately I have been paying more attention to the content I
consume online. I find I am more receptive to content that moves me. Let me be
specific. Themes like world peace, friendship, and uniqueness are striking a
cord. It appears marketers are noting this too.
Many companies like Coca-Cola
and Mini have capitalized on this. But what does this mean for them? In my
mind, companies like Coca-Cola and Mini their audience is drawing a direct
connection between the companies and the themes they are using. It is like
equating Coca-Cola to a taste of friendship and the Mini to a piece of
uniqueness.
When brands are able to connect with the consumer by using
suitable (and appealing) content, they win.
Didi, I'm so glad you blogged about this! I was just reading an article a couple of days ago that talked about how Coca-Cola is using a new campaign on YouTube to talk about their commitment to helping control and reduce the obesity epidemic in this country. The article was discussing the absurdity of this as soft drinks are a prime culprit for obesity in the first place. However, because obesity is a topic that moves many people, Coke is attempting to tap into that and provide content to promote their lower calorie beverages.
ReplyDeleteThis is definitely true and I see this in my organization a lot. Our company also sees that we get the highest amount of social referrals from our content that is "human interest" based. People want to feel connected to stories in some way, which is why brand marketers try to make the connections to issues their consumers care about through any means as Jill mentions above.
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