17. EXPEDIA’S FIND YOURS
Expedia know that every trip is unique, personal and has the
potential to be transformational. With more travel options than
anyone else, Expedia exist to help each individual find exactly what it
.
is they are looking for. These stories show you how powerful
storytelling is.
19. HEALTHLINE
Vodafone Healthline is a ground breaking reality TV series that
changes the lives of ordinary people.
Healthline has significantly contributed to changing the lives of people by
providing them with expert health information and advice that has
encouraged and empowered them to take charge of their health.
.
21. SHELL - EUREKA
Shell wanted to show that environmental issues were a high priority for
them. Eureka is a series of short films that highlight this key point.
23. COCA-COLA JOURNEY
This year the world's largest soda maker flipped its corporate
homepage, coca-colacompany.com, from standard investor relations
to a content portal, complete with info graphics, stories, and opinion
posts by people like the former President of Ireland.
In a twist on "traditional" content marketing, Journey is targeting CocaCola investors and folks who specifically want content about the brand
itself. Coke is telling the stories it wishes the press would write: how it's
helping veterans find jobs, how its promotion of healthy lifestyle and
inside looks at a Coca-Cola sponsored game to help fight AIDS.
www.coca-colacompany.com
24. Our Branded Content team is changing the
way brands engage their consumers, across the
African continent.
WE CAN MAKE IT HAPPEN!
25. THANK YOU
Spero Patricios - MD
spero@launchfactory.co.za
Tel: 011 884 8820
Fax: 011 884 5523
Mobile: 083 326 2249
All content in this presentation is the intellectual property of
Launch Factory and cannot be used in isolation.
Editor's Notes
In an admirable willingness to take thematic risks, travel site Expedia produced a dozen videos to tell stories of emotional journeys—from cancer survivors to marriage equality to finding true love.
An excellent example of a branding campaign through content marketing, “Find Yours” aimed to tie Expedia to feelings of boldness and discovery rather than sell plane tickets on the spot. Expedia resisted the urge to drop "and you can find the best price on air travel" plugs in its stories, following content marketing's rule of thumb: if it feels like marketing, no one will spread it for you.