In our previous article, we have discussed that branded content has been used by companies of any size, from the successful ones (e.g. Dove, Heineken, and Starbucks) to the newer ones (e.g. Airbnb). Dove with “Real Beauty Sketch” and Heineken with their “World Apart” campaign both possess a strong emotional impact that has generated millions of YouTube viewers and resulted in long-term customer engagement and brand awareness globally. Other remarkable branded contents are “Starbucks College Achievement Plan” video by Starbucks and “This Photographer Proves A Quick Family Getaway Can Become An Uncharted Adventure” article by Airbnb. These campaigns have all successfully brought personal inspiring stories to large audiences.
However, effectively conveying these personal brand stories is not easy. Getting it right is great and can resonate with a brand’s target audience perfectly, but unfortunately, this is not always achievable.
Check out these examples of some of the world’s biggest brands who have missed the mark in their branded content campaigns.
Have you heard about 2017 Pepsi commercial starring Kendall Jenner? We bet you have. To see the ad go here.
Anyone can see that the strike was done for an unclear cause. But, the comment is even more harsh from people who have experience with a strike. They noticed that it is illogical to stop a strike simply by sharing a can of Pepsi. Even though an only small amount of people were against the advertisement, they could greatly impact Pepsi. They created a viral content of their own showing their opinions so strong against the commercial until it made Pepsi remove the advertisement and caused a bad reputation to Kendall Jenner.
Image from AdAge
In 2013 Dove has launched one of its best branded-content, but 2017 is more of an unfortunate time for them. Dove launched a 30-second Facebook video ad which features women from different races. However, there is a moment when a woman with color changed to a white woman. According to AdAge, no agency- who was behind this ad-has fessed up.
Perhaps in this ad, McDonald’s wanted to incorporate elements of a fictional story where a son lost his father to stimulate emotions from viewers. However, they did not realize that it can trigger a negative emotion from people who lost their father in real life. This is, unfortunately, the reason why the advertisement has become a breakdown.
. . .
Now you see, branded content is not without any risk!
By 2019, videos will make up 80% of all internet content. The fact is 4 times more people would rather watch a video review of a product than read a review. As much as 40% of people respond to visual information better than plain text. Additionally, content with visuals gets 94% more total views and is 40 times more likely to be shared on social networks. Engaging branded content is no longer an option for marketers, it’s a necessity to make their campaigns successful.
To help businesses generate branded content, that resonates and engages their target audience, Klaud9 developed on demand branded content.
Klaud9’s on demand branded content helps brands develop consumer-oriented, cost-effective, unique, bespoke engaging content that appeals to a large, relevant audience.
See below examples of on demand branded content Klaud9 has created for some of our clients and go to our website for more.
Branded content can be incredible and fascinating if it’s done right, but it can be difficult to achieve and can be extremely costly on your time and resources. Working with Klaud9 offers you a quick and easy solution for developing your branded content with proven success!
Avoid risking your resource and reputation by working with Klaud9, the branded content experts to help you develop successful visual content campaigns.