A curation of some inspiring examples of how retail and automotive brands are revolutionising branded content

1. The future of branded
magazine content for
automotive and retail
brands
A curation of some inspiring brands’ activity
www. dianasherling.com / dianasherling@yahoo.co.uk

2. Audi’s digital brochure initiative in 2011
underpinned it’s green initiatives to
reduce printed material by 90%
Audi partnered with Digital
Collateral
Leveraging technology that the
consumer has (smartphone)
they helped close the gap
between the moment of
inspiration and the moment of
action.
QR code on each car model at
the Motor Show that was
instantly scanable and delivered
to their mobile.
Brochure is then added to their
online library where the brochure
can be transferred to their
desktop.
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3. - 3 -
Audi library app
Open ended ipad app that delves into brand history and enable users to explore the R8.
In depth, image heavy the idea is to create more awareness of the Audi brand and better
content in a relaxing way.
Content is presented in a flipboard fashion.
Videos appear intermittently. There is a video that highlights the R8 app with a
IwantAnR8 social campaign and a contest winners to borrow an R8 for the day

4. Tiffany’s Blue Book
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Annual 108 page Tiffany
2014 Blue Book focuses on
colourful gemstones.
DM and digital version with
expanded content for
further detail.
Raises awareness and
maintains the legend
behind the brand.
Tiffany includes quotes by
famous artists, authors,
musicians and provides
inspiration for the gems
Contact information is the
personal shopping service,
store locator and web
address.
2013 book revealed
exclusive excerpts to their
facebook community in a
daily campaign.
Website and ebrochure can
click to order

5. Things we love @ Frette
Interactive browsing experience connected with its catalogue, ecommerce site
and pinterest board.
360 approach asking consumers to pin their favourite items from the ecommerce
site and submit their link to facebook (includes opt in datacapture for email
newsletter)
Broadens appeal to brand loyalists and consumers who won’t have received the
catalogue to interact with the brand.
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6. Hermes 2013 Winter
catalogue Catalogue that tells a
story of anticipation
through narrative and
imagery daily revealed
with facebook and the
unveiled film on Hermes
website.
Facebook fans can
follow the story though
links on facebook where
links to a video on the
home page shares a
new story with a
catalogue.
Uses static content and
digital strategies
combined with story
telling to bring it to life.
Extended existing
content life and reach.
Story continued on

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Bloomingdales attract a
younger demographic
Use additional pullouts
of postcards, extra
booklets, smartphone to
attract a younger
demographic that would
normally go online.
Therefore don’t
normally receive print
(therefore standout)
Loyalty card members
can earn triple points,
coloured inserts can
give them extra points

8. Retail content evolution
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Commodity
commerce
Digital
commerce
Emotional
commerce

9. - 9 -
Better understand the emotional triggers of customers to create
better product pages, better purchase process and increase
revenue.

10. Burberry produces its own
original content
No longer just a fashion
company but a media enterprise
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11. Net-a-porter’s
Porter:
close the path
between
inspiration
and
transactionBi-monthly women’s magazine
launched in Feb 2014
Porter features art, culture, beauty and
travel content alongside global fashion
editorials.
The Porter Woman:
“Is a strong, stylish, intelligent and
adventurous woman of the world”
Separate to The Edit, that spearheaded
content as commerce for luxury fashion
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12. Brands as content creators:
Learning to think like publishers creating
original content to earn attention and attract
fans
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13. Acne has had great
success in creating their
own smart, opinionated
editorial content.
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14. Levi’s: content is
advertisingWhile most brands maintain a
clear division between
branded content and core
messaging, Levi’s is an
exception.
Levi’s has experimented with
transforming its advertising
into something more like
editorial to have a point of
view.
Established through content
rich creative workshops of
collaborating with people they
admired and work with them.
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15. Publishing major trends
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Micropublishing Serialisation Multimedia

16. Vogue’s investment into
farfetch and Vestaire
Collective
Conde Nast invested $20m
into farfetch to make it an
editorial platform.
Editorial content felt to be
used as a replacement for
the instore salesman.
Increasingly value-driven
consumers want to know
the story behind the
product and bring it to life
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17. Non traditional publishers:
content and community belong
together
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POSE
User Generated Content
Looks can be bought via 3rd
party retailers without leaving
the app
Kaleidoscope
Stylist curated content
Shoppable street-style
app content curated by
editors sourced from
photographers/bloggers
with links
Another Loves
Curated and collaborative
content

18. Retailer catalogues are
making a comeback (Wall
Street Journal)
Big retailers are releasing
traditional print catalogues for a
digital age.
Catalogues are perfect for
acquisition
Shift the paradigm to experience
driven websites
Most retailers have moved into
tablet with enriched videos, social
engagement and interactive
experience.
Creates online behaviour - 18 -