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Beyond slogans - Creating Emotionally Relevant Content

The days of interruption marketing and the 30 second spot are dying. Consumers expect more fulfilling experiences, and for brands, this means emotionally rich stories and content that extend past slogans. Learn why brands like Heineken and Chipotle are investing big in content and how you can create emotional connections too.

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Beyond slogans - Creating Emotionally Relevant Content
Beyond slogans - Creating Emotionally Relevant Content
Beyond slogans - Creating Emotionally Relevant Content
Beyond slogans - Creating Emotionally Relevant Content
Beyond slogans - Creating Emotionally Relevant Content
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Beyond slogans - Creating Emotionally Relevant Content

Editor's Notes

  1. ROI takes a back-seat to perceived cleverness
  2. The best – most successful campaigns aren’t campaigns at all – they’re culture shifts for brandsA long-term way of doing businessNot just financial investments, but emotional and social ones as well
  3. 82% of consumers researched their purchase onlineOnly 1% considered Facebook a useful tool for product research
  4. (how?) Birchbox - make up AND pop-culture contentWe conduct deep blueprinting sessions and rigorous research to ensure we know the audience and create things they wantWe also test, tweak and adapt so that we’re not spending time on things that don’t work
  5. People are searching for connectionsPeople are looking for depth and breadth – trust, value, informationMore information, searching for connections (emotional, social) - Points of mutual interest
  6. Consumer’s opinions are being shaped by stories and information (research)PR are they gatekeepers to a brand’s backstoryWe’re natural story tellers and are positioned perfectly to lead this charge
  7. (how?) Birchbox - make up AND pop-culture contentWe conduct deep blueprinting sessions and rigorous research to ensure we know the audience and create things they wantWe also test, tweak and adapt so that we’re not spending time on things that don’t work
  8. (how?) Birchbox - make up AND pop-culture contentWe conduct deep blueprinting sessions and rigorous research to ensure we know the audience and create things they wantWe also test, tweak and adapt so that we’re not spending time on things that don’t work
  9. (how?) Birchbox - make up AND pop-culture contentWe conduct deep blueprinting sessions and rigorous research to ensure we know the audience and create things they wantWe also test, tweak and adapt so that we’re not spending time on things that don’t work
  10. Hub and spoke how many people were burned by Facebook’s algorithm? Keep things diverse because your entire audience isn’t just on Facebook or Instagram or Twitter - different people want different things
  11. (how?) Birchbox - make up AND pop-culture contentWe conduct deep blueprinting sessions and rigorous research to ensure we know the audience and create things they wantWe also test, tweak and adapt so that we’re not spending time on things that don’t work
  12. Help people – they’re searching for answers and information – give them what they’re looking forExperiment, have fun, stop being confined by constantly selling, turn off your marketing brand, and turn on your human brain - give people what they’re looking for - information, interesting content, fun, play around with what worksamplify the things that do
  13. (how?) Birchbox - make up AND pop-culture contentWe conduct deep blueprinting sessions and rigorous research to ensure we know the audience and create things they wantWe also test, tweak and adapt so that we’re not spending time on things that don’t work