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VISUAL CONTENT MARKETING
CONTENT MARKETING INSTITUTE
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Visual Content to Inspire
In today’s fast-moving, mobile-centric world, visuals are easy to understand, eminently sharable, and can be
used to tell stories and evoke emotions that are much harder to do with words.
This Look Book examines 25 remarkable examples of visual content marketing. From inspiring customers to
use their products in creative ways (Sherwin-Williams and Kraft) and entertaining us (Kellogg’s Pop Tarts and
Pringles) to showcasing product quality in unforgettable ways (Volvo) and helping the public understand key
issues (GE), visual content marketing’s uses are limited only by marketers’ imaginations.
We hope this Look Book inspires you to consider creative ways in which your brand can incorporate visuals
and video into your content marketing mix.
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This paint manufacturer uses Pinterest to
share inspiring images of rooms painted
in different colors. Some of the boards are
seasonally-themed, while others focus on
a particular color.
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DRG saw a huge opportunity to create a
compelling piece of content that created
a different impression than an eBook or
brochure when it created this interactive
guide to Minneapolis.
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Kronos sponsors a weekly cartoon series
to showcase the lighter side of workforce
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Callaway uses its YouTube channel to
engage with golfers. They create videos
in a series to create consistency and
build anticipation for upcoming videos.
Celebrities like Phil Mickelson appear in
their instructional videos to show golfers
how to improve their game.
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Created for UK nonprofit Waterwise,
the website “Every Last Drop” is a great
example of how parallax scrolling can
invigorate a static infographic. The
website’s animation leads visitors through
a series of statistics about water usage
— creating a virtual story that unfolds as
they scroll down the page.
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Think welding is boring? Think again. This
captivating video series shows how much
welding makes possible.
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Spenda’s image-heavy website (with a
mix of photos, short videos and graphics)
promises 365 ways to replace sugar
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Intel does a marvelous job of engaging
with their tech-savvy users via their
Instagram channel. The use of this highly
visual social network that features humor,
pop culture references, and creative tie-
ins to holidays is a great way to promote
new products and innovation.
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Starbucks relies heavily upon creative
user-generated photos to populate its
very popular Instagram feed, which is
followed by over 2.2 million people. Most
pictures showcase a Starbucks drink, but
make it part of a story.
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User-generated content fuels Tourism
Australia’s uber-successful Facebook site.
They receive 900 photos daily and tens of
thousands of likes on most posts.
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Kellogg’s Pop Tarts’ quirky images are
perfect for social sharing and storytelling
through single images, or an image series
released over a period of hours or days.
They even have recurring characters
that pop up now and again, breeding
familiarity and creating anticipation.
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The brand marketers behind Pringles
use some funny ideas of their own
plus user-generated content to create
an amusing, fun and informative
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Kraft Foods’ Pinterest page showcases
images of meals created using its
products. A brief description emphasizes
the rich taste of each dish and its ease of
preparation. Clicking on an image takes
you to the full recipe on the Kraft website.
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Oreo does a great job of engaging fans
of its popular Oreo cookies in creative
ways. Perhaps the most famous was the
great Cookie vs. Creme debate, which
played out in TV commercials (and
later repurposed into videos for online
consumption), and a user-generated
content campaign on Instagram, where
fans could submit their cookie or creme
ideas. Oreo took the best ideas and
created them, and shared images on its
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Target’s Pinterest account is a good
example of a major brand thinking
outside the box. On 49 boards, it shares
a variety of products, home decor ideas,
recipes, holiday inspiration and more. In
addition, it collaborates with well-known
designers and bloggers, like David Stark.
These boards tie in nicely with the
in-store Target experience.
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Widen produces enterprise digital asset
management software. To nurture
prospects, it has created The DAM
Decision Toolkit that includes a visual
process, things to do, and issues to
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The Rainforest Alliance’s Follow the Frog
is a short, fast-moving video that makes
a compelling, straightforward point.
Viewers are left with: “I can do that!”
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Calvin Klein’s Tumblr takes visitors to
its photo shoots and highlights the
supermodels forever linked with the
brand. Tumblr is a stylish conduit for
delivering the visual marketing “scoops.”
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Lowe’s Fix in Six series is a gold standard
for six-second Vine videos.
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Volvo Trucks knew it wasn’t enough
to simply talk about its high-precision
dynamic steering. Instead, it opted to
SHOW it in a memorable way, featuring
Jean-Claude Van Damme doing the splits
between two reversing trucks.
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#DunkinReplay was a fun way for Dunkin
Donuts to use its hot and iced coffees to
recreate a play from the first half of the
Monday Night Football games.
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GE’s data visualization blog contains
data-driven graphics that help the public
understand key issues in the fields and
technologies in which the company
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Hotel & Spa
This brief presentation does a great job
of summarizing the services and benefits
of a high-end destination in a compelling
way. The beauty of this place makes
you want to share it with your friends —
which is exactly what The Palms wants
you to do!
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Sometimes a presentation doesn’t need
to be about your products or services.
In this case, Salesforce.com manages
to create a “halo effect” for itself by
associating with some of the best
companies and customer service quotes
ever, presented in a very attractive and
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This is a 12-episode documentary series
of cultures (punk rock, US in Russia,
East LA). While the demographic in the
#livingoffthewall series matches that of
Vans’ demographic, there is no mention
of the brand. It’s first-rate content
marketing in so many respects: the
site, the photography, and the way the
program is executed.
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Are you looking for weekly
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Facebook page each Wednesday for our content marketing example of the week.
Special thanks to those who contributed ideas to the Look Book:
Chuck Frey (@chuckfrey), Mark Sherbin (@MarkSherbin),
Amber van Natten (@moxieingreen), David Rossiter (@David_Rossiter),
Joseph Kalinowski (@ringo66), Margaretha Finseth (@Magga2You)