miranda | Word Wide

Content Marketing Inspiration – The One Page Website

8th December 2015 by miranda Leave a Comment

Have you thought about displaying your branded content on a fancy one page website? They really are the latest thing in London’s content marketing world. They definitely look great and provide a unique user experience, but are they worth the time and expense?

The Costa Experience is a really cool example. This is an informational page, with a subtle hint to getting the reader to visit Costa and pick up a coffee. This is packed with genuinely interesting facts about how your coffee is made and ends up in store, and looks beautiful of course. It’s shareable, lends itself well to social media and educates their audience about the brand.

So they’re great for consumer brands like Costa, but what about more more luxury brands? Well Swiss Airlines has a brilliant site which let’s you experience a day in the life of their crew. This branded content offering is very comprehensive, with videos and interactive infographics included too. Again, this is a great branding exercise that informs and inspires with stunning visuals.

So should this one page beauties replace multi-page sites? In two words, absolutely not. They are a fantastic branded content solution to special projects or promotions. You may be able to simplify a dense, information-heavy site into a one pager to target a certain demographic. But this should not replace your regular site offering, it should enhance it. Of course it very much depends on your industry, and they are naturally going to fit better with certain brands than others.

So remember to consider your aims carefully before looking into the one page option, and make sure you consult a specialist content marketing agency to get their advice.

P.s. We couldn’t do a one page site without shouting about this beauty

Luxury Branded Content

8th December 2015 by miranda Leave a Comment

A couple of weeks ago, British Airways launched a stunning piece of branded content, a luxury in-flight magazine for their first-class cabin customers. Well, it’s less of a magazine and more of a book-like gift, check out what the publishers say about it here. It got us to thinking about how content marketing agencies in London and beyond help prestige brands capture the attention of their discerning customers. It’s a tough one for luxury brands as they must uphold the perfect combination of aspiration, confidence and exclusivity. Luxury brands have traditionally been a little shy of keeping up with the Jones’ in terms of innovative branded content. Let’s take a look at a couple of noteworthy examples.

Fashion, beauty and fragrance brand Chanel really know what they are doing when it comes to content marketing. On their website, they have a subpage charting their history through beautiful photography. You can almost smell the eau de parfum as your scroll through! Chanel also have their own news site for their customers to keep abreast of their latest movements. We love this interactive timeline especially, they certainly know how to make their customers feel very special. The key here is the celebration of Chanel’s proud history, but still inspiring excitement about the brand’s future.

Land Rover have since launched a downloadable customer magazine called OneLife which also ups the exclusivity factor. Videos, gorgeous imagery and exclusive content make the publication a great added-value tool for current customers, as well as making non-Land Rover owners drool with jealousy.

Branded content in the luxury industry seems like a doddle, but some more historic brands have certainly found it hard to engage with today’s digital market. The need for great content that can perform on multiple platforms, retain loyal customers and attract new ones is a challenge that most content marketing agencies face.

Content Marketing Agency targets Seasonal branded content – who got it right?

11th November 2015 by miranda Leave a Comment

Love it or loathe it, Christmas is on its way! And synonymous with writing a letter to Santa, stocking up on mince pies and gradually looking more and more like a Christmas pudding is the annual surge in businesses’ Christmas branded content. Many a Content marketing agency will seek to plan their Christmas content in January, such is the buzz around getting it right. So we’ve decided to help get you in the spirit by taking a look at a couple of our all time favourite pieces of Xmas branded content to understand what exactly makes Festive content ‘work’.

John Lewis – The Bear & The Hare

If you didn’t shed a tear at this in November 2013, you are made of stone for sure. Centering on a bear who had never seen Christmas due to hibernation, his faithful hare friend gifts him an alarm clock so he can enjoy the festivities for the first time. “Give someone a Christmas they’ll never forget” says John Lewis. As saccharine as it is, the story is undoubtedly gorgeous, and resonates with us all whether we like it or not. John Lewis produced a range of accompanying merchandise, including an animated e-book. Sales of their twin-bell alarm clocks increased by 55% the week after the branded content launch. Impressive! Check out their latest campaign ‘man on the moon’ online now…

Coca Cola Christmas Trucks

True icons of Christmas since 1995, the Coca Cola Christmas trucks leaves us in no doubt that “the holidays are coming”. This is one exemplary story of branded content success, as our western image of Santa Claus in red and white originates from the soft drink giant. As mad as this seems, the appearance of the Coca Cola truck advert on our screens is one of the most anticipated in the festive season. You can even see the truck in all it’s glory on its UK tour.

Woolworth’s Xmas show

The Festive season simply hasn’t been the same since Woolworths left our high streets. Everyone remembers the celebrity packed ads from the 80’s. It was one of those advertising campaigns that every member of the family could enjoy. We particularly remember the 83′ Christmas show which left a soundtrack ringing in the ears of all who heard it for the next several months…Branded content that you can remember.

What are your favourite Christmas branded content campaigns, and why do they speak to you? We’d love to hear from you in the comments section below.

Posted by London Content Marketing: WordWide

The best of Halloween’s branded content

9th November 2015 by miranda Leave a Comment

A content marketing agency will always feel the excitement coming up to Halloween. And why wouldn’t we? It’s worth £300 million in the UK alone every year, and it’s a great opportunity for businesses to flex their creative muscles in terms of creating branded content. We love the challenge… This year was no exception in terms of great campaigns, and we share our favourites with you below.

Burger King – Hallowe’en Whooper Sandwich

This bbq flavoured black burger bun caused quite a stir this year. Already very successful in Japan, this year it appeared on UK menus for the first time. Now we love this branded content for a few reasons. It’s a genuinely interesting talking point in terms of visuals, who can turn away from a poster of a burger encases in a black bun? It reflects the humorous and jovial feel of hallowe’en whilst still capturing the weird spookiness. And it compels you to want to taste it! (FYI – it was very tangy and we don’t want to talk about this hastag).

Cadbury Graveyard

This was a seriously clever London content marketing campaign, evoking memories of chocolate bars from years gone by. Inviting users to vote for either the Fuse or Cadbury’s Marble using a spooky animation of a graveyard, it engages both fans of the long-dead confectionary and arouses the interest of those too young to have tried them. Users then entered into a competition to win a taste of the discontinued choc

LG- So real it’s scary

Ok, so this one is pretty old now, but we love it so much we had to include it here. This branded content has it all: humour, spookiness, impressive technology, and genuinely sharable content. If you haven’t seen it, head over to YouTube now and give it a watch. We won’t spoil it for you.

Disciplines