Content Marketing Showcase Part VII
We’re rapidly approaching the end of the year and it comes as no surprise that we’re seeing a multitude of marketing campaigns being dropped left, right and centre from brands across the world.
Check out a few of our favourite content marketing campaigns that we’ve seen across the internet lately:
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Burton Menswear
To celebrate the launch of their new Montague collection, Burton Menswear took to the internet to create a real buzz around the products. Named after Montague Burton who founded Burton Menswear back in 1904, it’s a formal and sophisticated collection that’s heavily inspired by the company’s British roots.
Burton created a microsite featuring videos that showcase the products in a stylish, modern and classy way including everything from folding the perfect pocket square to wearing the right shoes. It’s Instagram where they’ve really made a splash however. Using a series of connecting images and video, combined with clever hashtags, they’re using Instagram in a creative and innovative way. We’re looking forward to see where they go from here.
Argos
Argos have invested heavily in digital throughout 2014 and this push shows no signs of slowing down. Clearly inspired by Tinder’s “swiping” concept, Argos have launched a web app that allows customers to help find the perfect gift for friends and loved ones.
The Argos Christmas Gift Finder lets visitors enter a gender, age and price, with the app then displaying gift suggestions from within the parameters selected. Users then swipe left or right using their keyboard or mouse indicating whether they like the gift idea or not. Visitors are able to swipe through up to 6,000 possible gifts with those that they’ve ‘liked’ being saved in a list for later viewing.
Using gamification to promote products is a clever move from Argos, particularly playing on the notoriety and popularity of the Tinder app. It’s reported that over 300,000 visits have been registered already with an average of three minutes on gift suggestions. Whether these translate into converted sales is unclear, however it’s a fantastic piece of PR for Argos.
Airbnb
Putting storytelling at the heart of its content marketing, Airbnb have used a beautiful animated video to commemorate the 25th anniversary of the fall of the Berlin Wall.
“Wall and Chain” is the story of an old man named Jörg, who served as a guard on the West side of the wall many years ago. He’s forever haunted by the experience until his daughter decides to take him back to Berlin to visit his old home. Upon meeting their Airbnb host called Kai, they discover that he was a guard on the East side of the wall, finally allowing Jörg to let go of his past.
Airbnb have used this historical landmark in a heartwarming and tasteful way.
Brands are getting better and better at creating innovative content. Whether it’s interactive games, social campaigns, or even video, the bar is being set incredibly high. Here at Parallax, we can’t wait to see what 2015 has in store.
Have you seen any good content marketing campaigns lately? Drop us a message on Twitter and let us know.