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How to Create Branded Content + Examples of Winning Campaigns
Justin McGill
Wednesday, 31st Jan 2024In today’s digital world, consumers are bombarded with ads — and they hate it. From social media feeds to website banners, traditional advertising is often met with indifference.
This is where branded content examples come in. They create engaging and valuable experiences that connect with audiences on a deeper level. Think of it as a more relatable and less intrusive form of advertising.
Unlike traditional ads that interrupt, branded content seamlessly blends into our online lives. It offers valuable information or entertainment that subtly reinforces brand messaging. This approach avoids directly pushing for a sale.
Picture this: rather than a straightforward ad that just lists a product’s features, we’re treated to a captivating mini-documentary that reveals the artistry behind its creation, or perhaps we’re drawn into an interactive game that cleverly integrates the brand into the experience. This is the essence of branded content—it doesn’t force products upon us but rather invites us to envision how they could enhance our lives.
In this post, we’ll dive into why branded content is often more effective than paid advertising and explore some winning strategies that brands have used to connect with their audiences in meaningful ways.
Let’s take a closer look at how savvy brands are crafting messages we actually want to hear — and why we might just listen.
Why Branded Content is Crucial in Marketing
Traditional marketing can sometimes feel like a one-sided conversation. Branded content, however, invites the audience to engage on a deeper level. Instead of shouting about how great your product is, why not craft compelling narratives that draw the reader in?
In an era marked by ad fatigue, consumers are actively seeking authentic experiences. Research shows this leads to higher brand recall. Consumers are savvy enough to spot blatant sales pitches and crave genuine connection.
One secret behind successful branded content examples is that they prioritize audience needs above self-promotion. Instead of blatant advertising, brands subtly integrate their messages into entertaining or informative content.
Branded content strategies don’t work overnight. This approach builds trust over time through consistent, high-quality offerings. Brands foster genuine relationships based on shared interests and values.
The Evolution from Conventional Ads to Brand Storytelling
The transition from conventional advertising to brand storytelling marks a significant shift in how companies engage with their audiences.
Traditional ads often relied on direct selling techniques, showcasing product features and benefits in a straightforward manner. These ads were typically interruptive, vying for attention in a crowded marketplace and often coming across as intrusive.
Consumers, however, grew weary of being bombarded by promotional messages that felt disconnected from their own experiences and values. As a result, brands began to recognize the need for a more nuanced approach — one that fostered genuine connections with their target audiences.
Enter brand storytelling, a strategy that emphasizes narrative and emotional engagement over mere product promotion. By weaving together compelling stories that resonate with consumers’ values and aspirations, brands can create a more immersive experience that invites individuals to become part of the narrative.
This shift allows companies to build deeper relationships with their audience, as storytelling often elicits emotional responses that foster loyalty and trust. Brands like Nike and Coca-Cola have mastered this art, using powerful narratives that go beyond their products to inspire and motivate.
In this new landscape, successful marketing is less about selling and more about sharing, leading to a more authentic and impactful connection between brands and consumers.
Why Traditional Advertising Often Falls Short
Millennials and Gen Z, especially, have a keen eye for authenticity. A study from Defy found that many younger viewers approve of product placement. They’re less likely to engage with traditional advertising that interrupts their online experiences.
The landscape of advertising has shifted. Consumers crave genuine connections, informative experiences, and a touch of entertainment in their online interactions. Consider these questions when thinking about branded content examples:
- What are your brand goals?
- Have you researched potential partners and affiliates?
- Have you developed a content distribution plan?
Case Studies: 7 Examples of Effective Branded Content
Here are seven examples of branded content done right.
Dove
Dove’s Real Beauty campaign is a prime example of effective branded content that transcends traditional advertising.
Launched in 2004, the campaign aimed to challenge the narrow standards of beauty often portrayed in media and promote a more inclusive definition of beauty. By featuring real women of diverse shapes, sizes, ages, and ethnicities, Dove positioned itself not just as a soap brand, but as a champion of self-esteem and body positivity. This approach resonated deeply with consumers, creating a powerful emotional connection that went beyond the product itself.
What makes the Real Beauty Campaign particularly effective as branded content is its focus on storytelling and authenticity. Instead of simply advertising their products, Dove created content that sparked conversations around self-image and confidence. This included video testimonials, social media engagements, and even workshops aimed at boosting self-esteem among young women.
The campaign’s success lies in its ability to engage audiences on a personal level, fostering a community that values authenticity and self-acceptance. As a result, Dove not only strengthened its brand identity but also built lasting customer loyalty, proving that when brands align their messaging with meaningful social issues, they can create impactful narratives that resonate with consumers and drive brand loyalty.
Red Bull
Felix Baumgartner’s leap from the stratosphere is a remarkable example of branded content that not only captured global attention but also perfectly aligned with Red Bull’s brand identity of adventure and pushing human limits. In 2012, Baumgartner ascended to the edge of space in a helium balloon, where he jumped from an altitude of 128,000 feet, breaking the sound barrier during his free fall. This audacious stunt was not merely a publicity event; it was a masterclass in storytelling that showcased Red Bull’s commitment to extreme sports and adventure.
The effectiveness of the Stratos stunt as branded content lies in its dramatic narrative and the emotional engagement it fostered. Red Bull expertly documented the entire journey, from the training and preparation to the actual jump, creating a compelling story that captivated millions.
The event was live-streamed, drawing in over eight million viewers, and was accompanied by extensive social media coverage and press, amplifying its reach. By associating the brand with such an extraordinary feat, Red Bull positioned itself as not just an energy drink, but a lifestyle brand synonymous with courage, innovation, and adventure.
This campaign not only reinforced the brand’s identity but also created an unforgettable experience that resonated deeply with its target audience, ultimately enhancing brand loyalty and awareness in a way traditional advertising could never achieve.
The Lego Movie
The Lego Movie serves as a quintessential example of effective branded content that brilliantly merges storytelling with brand identity. Released in 2014, the film tells the story of an ordinary Lego figurine, Emmet, who is mistakenly identified as the prophesied “Special” and tasked with saving the Lego universe from the tyrannical Lord Business. What makes this film stand out as branded content is how it seamlessly integrates Lego’s brand values — creativity, imagination, and the joy of building — into an engaging narrative that appeals to audiences of all ages.
The success of The Lego Movie lies not only in its humorous and heartfelt storytelling but also in its clever use of the Lego brand to foster a sense of nostalgia and connection. The film showcases an expansive array of Lego sets and themes, celebrating the versatility of the product without overtly selling it.
Instead of traditional advertising tactics, the movie invites viewers into a world where Lego bricks become tools for creativity and adventure, encouraging both children and adults to see the brand as a facilitator of imaginative play. This narrative approach resonates deeply with audiences, making them more likely to engage with the brand beyond the film.
Moreover, the film’s marketing strategy extended well beyond the box office, leading to a surge in Lego sales and inspiring numerous tie-in products, video games, and even a sequel. By creating a story that highlights the brand’s core values while providing entertainment, The Lego Movie not only reinforces Lego’s identity but also transforms viewers into loyal customers who are eager to share in the creative possibilities the brand offers.
This fusion of storytelling and branding exemplifies the power of branded content in forging lasting connections with consumers.
Apple TV+
When Apple launched its TV service in 2019, it took a different approach from traditional high-profile advertising campaigns. Rather than relying on typical promotional tactics, the company released The Morning Show — a series centered around a morning talk show that explores the challenges of contemporary workplace dynamics, all while skillfully incorporating the latest Apple products throughout the episodes.
Featuring a star-studded cast that includes Jennifer Aniston, Reese Witherspoon, and Steve Carell, the show effectively positions Apple TV+ as a serious player in the streaming landscape, competing with established platforms like Netflix and HBO. What makes The Morning Show particularly effective as branded content is its ability to engage audiences through compelling narratives while subtly promoting Apple’s brand ethos. The series showcases high production values, sleek cinematography, and cutting-edge technology, reflecting Apple’s commitment to excellence and innovation. The show’s exploration of timely social issues, such as the #MeToo movement and the complexities of broadcasting, resonates with viewers and enhances Apple’s image as a forward-thinking and socially conscious brand.
Furthermore, the marketing strategy surrounding The Morning Show effectively utilized Apple’s existing ecosystem to drive subscriptions to Apple TV+. By leveraging its extensive reach and integrating the show into its broader marketing campaigns, Apple created a buzz that not only attracted viewers but also converted them into subscribers.
This approach highlights how branded content can serve dual purposes: providing valuable entertainment while also driving brand awareness and customer loyalty.
Birkenstock
Birkenstock’s ‘Ugly for a Reason‘ campaign is a brilliant example of effective branded content that boldly embraces authenticity and individuality. Launched to promote the brand’s iconic sandals, the campaign flips conventional beauty standards on their head by celebrating the “ugly” aesthetics of Birkenstocks.
Instead of adhering to the polished and often unattainable ideals presented by many fashion brands, Birkenstock chose to highlight the unique style and comfort that their footwear represents, appealing to consumers who value authenticity over trendiness.
The campaign effectively communicates Birkenstock’s core message: that comfort and practicality can coexist with style. By featuring real people wearing the sandals in everyday settings, the campaign emphasizes that true beauty lies in self-expression and personal choice.
This approach resonates with a growing audience that seeks to break free from societal pressures regarding appearance and fashion. The catchy tagline and accompanying visuals invite consumers to rethink their perceptions of beauty and embrace what makes them unique, fostering a deeper emotional connection with the brand.
Moreover, the campaign generates conversation and engagement, encouraging consumers to share their own stories of comfort and style. This participatory aspect not only amplifies brand awareness but also cultivates a community around the values of authenticity and self-acceptance.
By leveraging branded content that prioritizes meaningful connections over superficial appeal, Birkenstock successfully reinforces its identity as a brand that champions individuality, ultimately driving loyalty and sales in a crowded marketplace.
Subaru
Launched in 2017, the Subaru #meetanowner campaign showcases real Subaru owners sharing their personal stories and experiences with their vehicles. By featuring diverse individuals and families, the campaign emphasizes the emotional connections that people have with their cars, highlighting themes of adventure, safety, and reliability.
What makes the campaign particularly effective is its authenticity. Rather than relying on traditional advertising tactics that often highlight product features or promotions, Subaru chose to focus on the genuine voices of its customers. This approach not only resonates with viewers but also instills a sense of trust, as potential buyers see relatable people discussing their positive experiences. The campaign underscores the idea that Subaru vehicles are not just products; they are integral parts of their owners’ lives and journeys.
By prioritizing real experiences over traditional marketing, Subaru’s #meetanowner campaign successfully cultivates brand loyalty and reinforces its image as a reliable choice for consumers seeking not just a vehicle, but a partner in their life’s adventures.
Cisco
As an IT company, Cisco faced the significant challenge of making its brand more relatable. In response, the company launched the #WeAreCisco campaign, designed to highlight the personal stories of its employees across the globe.
One memorable story featured a pregnant employee who shared her experience of Cisco’s initiative to offer dedicated parking spaces for expectant mothers. By posting a photo with another pregnant colleague, she illustrated how this considerate gesture positively impacts many individuals. This initiative provided potential customers and stakeholders with a glimpse into Cisco’s culture through genuine narratives, fostering a deeper connection with the brand.
The #WeAreCisco campaign ultimately reinforces the company’s image as an employer of choice and a leader in the tech industry, effectively merging corporate branding with genuine storytelling that resonates with audiences on multiple levels.
One key takeaway from these seven examples is that branded content can be incredibly powerful when executed effectively. It goes beyond merely promoting products or services; it’s about crafting a narrative that strikes a chord with your audience while seamlessly weaving your brand into the story.
Research shows that emotionally charged content enhances our connection to what we engage with online, whether it’s articles, videos, or social media posts.
Keep this principle in mind: focus on storytelling, not selling.
Develop a narrative so compelling that your audience becomes fully absorbed, often without realizing they are being marketed to, as they find themselves immersed in your brand’s world.
Benefits of Branded Content Marketing
Branded content marketing offers a multitude of benefits that can significantly enhance a brand’s visibility and connection with its audience. Here are four key advantages:
1. Cut Through Ad Fatigue
In today’s digital landscape, consumers are inundated with advertisements across various platforms, leading to ad fatigue. Branded content provides a refreshing alternative by delivering engaging narratives instead of overt promotional messages.
By focusing on storytelling and providing value through entertainment or information, brands can capture attention and stand out in a crowded market. This approach helps to bypass traditional ad blockers in consumers’ minds, allowing the content to resonate more effectively.
2. Strengthen Brand Credibility
Authentic branded content builds trust and credibility by showcasing a brand’s values, mission, and commitment to its customers.
When companies share real stories and experiences, they foster a sense of transparency that resonates with audiences. This genuine approach allows consumers to connect emotionally with the brand, making them more likely to view it as trustworthy.
As a result, brands can enhance their reputation and differentiate themselves from competitors who rely on standard advertising tactics.
3. Deepen Customer Loyalty
Branded content nurtures deeper relationships with customers by creating an emotional bond that goes beyond transactional interactions.
When brands consistently produce meaningful content that aligns with their audience’s interests and values, they foster a sense of community.
Engaging narratives and relatable stories encourage customers to invest in the brand, leading to increased loyalty.
Loyal customers are more likely to share their positive experiences, further amplifying the brand’s reach and impact.
4. Increase Sales
Ultimately, effective branded content can drive sales by subtly guiding consumers through the buyer’s journey. By providing valuable information, entertainment, or inspiration, brands can influence purchasing decisions without the hard sell.
When customers feel a connection to the brand through compelling content, they are more inclined to choose its products or services over competitors. This strategic integration of branding and storytelling not only enhances consumer engagement but also translates into higher conversion rates and increased revenue.
Future Trends Shaping Branded Content Creation
As the digital landscape continues to evolve, several trends are shaping the future of branded content. Here are some key trends to watch:
1. Increased Personalization
Personalization is becoming paramount in branded content. Brands are leveraging data analytics and AI to deliver tailored content that resonates with individual preferences and behaviors. By analyzing customer data, brands can create personalized narratives that enhance engagement and improve customer experiences. This trend will likely continue as consumers increasingly expect content that speaks directly to their interests and needs.
2. Interactive and Immersive Experiences
Interactive content — such as polls, quizzes, and augmented reality (AR) experiences — allows consumers to engage more deeply with branded content. Brands are adopting immersive technologies like virtual reality (VR) and AR to create experiences that captivate audiences. This trend enhances storytelling by allowing consumers to participate actively, fostering a stronger connection with the brand.
3. Authenticity and Transparency
Consumers are seeking authenticity and transparency from brands more than ever. This trend is leading to a rise in user-generated content (UGC) and real stories from customers and employees. Brands that prioritize genuine narratives and demonstrate a commitment to social responsibility and ethical practices will likely resonate better with audiences.
4. Sustainability and Social Responsibility
As consumers become more environmentally and socially conscious, brands are increasingly incorporating sustainability and social responsibility into their narratives. Branded content that highlights a brand’s commitment to ethical practices, sustainability initiatives, or community involvement will resonate with audiences looking to support brands that align with their values. This trend is reshaping content strategies to focus on purpose-driven storytelling.
5. Short-Form Video Dominance
With the rise of platforms like TikTok and Instagram Reels, short-form video content is gaining immense popularity. Brands are adapting their content strategies to create engaging, concise videos that capture attention quickly. This trend encourages brands to distill their messaging into bite-sized, impactful narratives that are easily shareable and consumable across various platforms.
6. Integration of Influencer Marketing
Influencer marketing continues to evolve, with brands increasingly collaborating with micro and nano influencers who have niche audiences and high engagement rates. These influencers often foster closer connections with their followers, making their endorsements more effective. As brands shift toward more authentic partnerships, the integration of influencer-driven branded content will play a vital role in future strategies.
7. Focus on Community Building
Brands are increasingly recognizing the importance of community in driving customer loyalty. Future branded content will focus on fostering connections among consumers, encouraging them to share their experiences and stories. This community-centric approach helps create a sense of belonging and enhances customer engagement, as consumers feel more connected to the brand and each other.
8. Data-Driven Content Strategies
The use of data analytics in shaping content strategies is on the rise. Brands are harnessing insights from customer interactions and preferences to optimize their content for better engagement and conversion rates. This trend emphasizes the importance of continually measuring and analyzing content performance to inform future strategies, ensuring that branded content remains relevant and effective.
What’s Your Brand Story?
Branded content is a powerful tool that enables brands to connect with their audience on a deeper level, fostering trust, loyalty, and engagement. By leveraging storytelling, multimedia integration, and authenticity, businesses can create meaningful narratives that resonate with consumers. As you navigate the ever-evolving landscape of content marketing, consider using tools that simplify the process and enhance your strategy.
BrandWell offers an all-in-one content marketing solution designed to help you grow your brand through effective branded content. With our AI-powered platform, you can streamline your content creation, optimize your strategies, and engage your audience like never before. Click below to find out how BrandWell can help your brand thrive!
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