Marketing Innovations from 8 of the Worlds Brands by Neil Patel, presented by Michelle Isaac, University of the Philippines

1. Brilliant
MARKETING
INNOVATIONS
from
8 of the
world’s best brands
Presented by : Manna Michelle B. Isaac
MM 230 - Marketing Management
University of the Philippines
Prof. Mita Angela M. Dimalanta
Based on an online article By
Neil Patel
http://contentmarketinginstitute.
com/2016/07/content-marketing-
best-brands/

2. Denny’s
Using the right content to match their audience and the
marketing platform.

4. Denny’s publishes
marketing entertaining
content ranging from
clever to weird mostly on
Tumblr.

5. FYI: Tumblr

6. FYI: Tumblr

7. “When you order toast with space jam.”

8. “When he buys you a 14 carrot gold ring.”

9. The content is weird but it’s
stuff that people don’t
hesitate to share because
it’s genuinely funny
and doesn’t feel like just
another advertisement for
Denny’s.
Their strategy was inspired
when they decided to put
emotion back in the brand.

10. “For our customers, we always were
a comfortable diner, and a diner is a
feeling, not just four walls. - John
Dillon, CMO of Denny’s
Where everyone is equal
a place you can
relax and be yourself
be social without any pretense
a place to have a
conversation with total strangers.
“The original social network
before there was
a social network.”

11. “Social media is that daily feed that
reminds people that you exist, it has
to be as transparent and as true as
everything else you do, or people will
call you out on it,” - Dillon
"It's about… little conversations that
might not mean a lot at the surface
level that you might have in a
Denny’s booth with your friends and
family. But, when you look back at
your life, those might be the
moments you enjoy the most.“
- Kevin Purcer, Director of
Digital Strategy

12. “Traditional advertising can
communicate our brand voice,
however, we use social and digital to
really make that daily connection.”
- Dillon

13. Rolex
Having fresh, innovative content for an old-fashioned brand.

15. Founded in 1905 by Hans Wilsdorf
who dreamt of watches worn at the wrist
reliable and elegant.

16. "Creating buzz is not the intent."

17. Content is crafted thoughtfully.

18. Privilege quality over quantity.

19. Precision as their guiding principle.

20. Appeal to sophisticated lifestyles that sleek and
minimalist content project,
perfectly advertised on Instagram.

21. Nike
Bringing great customer service to social media.

23. Nike uses it’s Twitter
account
@NikeSupport to
specifically cater to
customer queries and
needs.

24. FYI: Twitter

25. @NikeSupport is a
separate account from
@Nike and
@NikeStore which
allows it to see
inquiries
instantaneously and
respond quickly.

26. @NikeSupport makes
the brand feel a lot
approachable and
friendly by providing
thoughtful and
genuinely helpful
140-character
responses.

27. Random House
Sharing content that inspires not only it’s team members but
also it’s customers.

29. Shares a wide variety of content of stuff that
inspire them

30. Makes their customers feel included in the
creative process.

31. “Readers increasingly want to talk directly
with authors, and we support our authors to
make that happen. ” - Hannah Telfer
Digital media makes it possible for readers
to find each other, share books, and
discover their next read online. Random
House works closely with
GoodReads to address this.

32. FYI: GoodReads

33. FYI: GoodReads

34. Whole Foods
Establishing itself as a lifestyle choice instead of a regular
grocery.

36. Creates inclusive content that allows its customers to
be inspired to eat healthy.

37. Publishes articles on its own website about how to save
money while eating healthy.

38. Publishes articles on its own website regarding tips on diet
change.

39. Uses proactive language which makes readers feel like they
have an active role in their healthy lifestyle choice.

40. Coca-Cola
Simultaneously creating a universal and personal experience
through the Share-a-Coke campaign.

42. Coke personalised customer’s experience
with it’s product by labeling
cans and bottles with individual names.

43. Through it, they provided a shareable
experience to their customers that made
Coke more interactive and relatable.

44. Farmers Insurance
Empowering customers through expert tips and support.

46. Farmers
Insurance
provides their
customers
with useful
and practical
information.

47. From car and
house care
tips, to
identity theft
prevention
and how to
go through a
divorce.

48. Establishes
itself as an
expert,
gaining
customer
trust.
Becomes
go-to source
for daily
needs.

49. New York Times
Embracing new technology to stay relevant.

51. With free application use, NYT VR, and
Google Cardboard, customers are have a
360-degree immersive experience of news.

52. Through virtual reality, people experience life through
videos instead of traditional print media.

53. SUMMARY:
￭Create interesting content that your
audience would want to share.
￭Create something unique to see old things
through new perspectives.
￭Personalize experiences.
￭Tell relatable stories.
￭Teach your audience.
￭Adapt content to new platforms.

54. SOURCES:
￭ https://www.buzzfeed.com/andyneuenschwander/dennys-has-a-tumblr-
account-and-its-hilariously-awesome?utm_term=.vgLYJbKNQ#.brAn0NZ3X
￭ http://www.forbes.com/sites/avidan/2015/09/30/dennys-was-the-original-
social-network-before-there-was-a-social-network/#27b68b211f38
￭ https://www.entrepreneur.com/article/244361
￭ https://www.rolex.com/rolex-history/1905-1919.html
￭ http://mashable.com/2014/04/17/rolex-marketing-strategy/#jNQrkMrhPkqO
￭ https://www.theguardian.com/media-network/media-network-
blog/2013/mar/13/storytelling-marketing-consumers-random-house
￭ http://www.nytimes.com/marketing/nytvr/
￭ http://contentmarketinginstitute.com/2016/07/content-marketing-best-brands/