Storytelling PR: How to Multiply Your Fans through Social Media in Japanese Style
While stories don't include calls to action that drive to product pages, Mazda knows that some readers may be in the market for new vehicles. That's why Zoom-Zoom Magazine 's footer includes prominent buttons that let people request a quote, build a Mazda, learn about pricing, or find a nearby dealer. The vast majority of people do not rent cars every single day.
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While some people might rent more frequently than others, the reality is that it's an activity that exists outside most people's day-to-day lives. It's for this very reason that car rental companies need to find ways to engage with users in between rentals. By staying in touch with them, the companies will ensure they'll be top-of-mind when people are ready for their next rental. Of all the car rental companies, Zipcar has best mastered this strategy.
Since Zipcar's target audience is people who live in the urban areas where it has a presence, Zipcar tailors its content specifically toward city dwellers. Its content hub, Ziptopia , has sections about city living and the future of cities , as well as travel inspiration stories many accessible by car from major cities.
While most posts don't mention Zipcar, calls to action at the bottom of each give readers the option to join Zipcar or book a Ziptrip. Zipcar uses this content on Facebook where it has more than , fans and Twitter where it has more than 42, followers to have that always-on conversation with members and people who may be interested in using the service in the future.
First, it was a blog. Then, a thriving beauty brand. It's hard to argue that Glossier is not the best-in-class example of the convergence of content and commerce in the beauty space. Powered by its founder, Emily Weiss, her blog IntotheGloss. Its product lines are consumer-driven, popular, and hyped, often with waiting lists for sold-out items.
It's all because of Glossier's authenticity and strong connection to fans. Last year, Glossier added hundreds of employees and moved to a large headquarters in New York City.
Content marketing is an even bigger part of the success formula. Glossier employees have created FaceTime makeup tutorials and Facebook Live videos. Looking ahead, Glossier is planning to personalize the buyer journey with content. We can identify patterns and then change things around in order to get someone through checkout. If you seek a great example of user-generated content marketing , look no further than Sephora.
Rather than having employees run a beauty blog, Sephora lets customers do the talking. Its content hub is its community of enthusiasts and loyalists, who discuss products and share recommendations, tips, and advice on what's worth buying. Sephora's original content initiatives have also been inspired by its community.
In , it launched social and video campaigns promoting an inclusive standard of beauty, regardless of age, race, sex, size, or gender. It even overlays makeup tutorials onto your face so you can get a true step-by-step visual lesson. To create an ongoing dialogue with its target audience of small business owners, Barclaycard for Business has spent the last few years building up its News and Insights content hub.
Articles and infographics run the gamut of topics important to its audience, from how to guard against a cyber attack , to fun quizzes like " How well do you know your business? But Barclaycard isn't stopping there. This past year, it launched The Fast Track , an impressive, interactive online course for small business owners and entrepreneurs. Each of the five learning modules spotlights a local business, plus video, audio, written content, and downloadable guides. Module 3, for instance, is on " Building profile and customer loyalty ," featuring the owners of Blok London, a boutique class-based gym, and how it's competing in a saturated fitness industry.
The Fast Track is meant to be a full-funnel content marketing initiative with content appropriate for both new and existing customers. To amplify content, Barclaycard is using its social channels as well as distribution networks like Outbrain. When it comes to building a better business, boosting sales isn't the only pathway to success. Consider, instead, leading with your values and creating a company that attracts and retains diverse employees which has been proven to increase financial performance. That's exactly what Bloomberg is seeking to do.
Bloomberg has also dabbled in creating video content to help move its message forward. That's just what Ellevest , the investing platform for women, did this past year. Ellevest is already using content to reach its target audience. After all, the company's mission is "closing the gender-investment gap by giving women the tools, place, and voice to invest for themselves" — and what better way to do that than through informative, educational articles? When you dive in, there's no mistaking the fact that the content is female-focused.
Money management can be complex and confusing, especially when entering a new life stage. It's for this reason that Fidelity offers a comprehensive MyMoney hub that covers categories including Money , Investing and Retirement , Debt and Credit , Milestones , and Career Advice , plus collections for life events like having a baby or buying a home. It's a great example of how licensed content can be an effective tool for brands that want to scale their content offerings without having to create their own content studios.
Fidelity knows that not everyone will be ready to explore its products, and that's why most calls to action on MyMoney are for signing up for its bi-weekly newsletter. However, on some pages, there are modules highlighting Fidelity offerings, like plans , or an interactive financial checkup quiz, for people who are ready to learn more. For the second time, First Republic earns a spot on our list. That's because the private bank has continued to iterate and build upon its solid content marketing offerings, year over year.
The Travel Gallery is a community-driven section where globe-trotting customers share photos and destination advice. In addition, in the past year, First Republic has published many more profiles featuring clients who are bringing positive change to their communities. First Republic uses content as the main way to engage with its growing legion of followers on Facebook 74, fans and Twitter 39, followers. With its own in-house studio, Goldman Sachs takes the value of content marketing seriously.
Its thought leadership hub, Our Thinking , features various content formats from a podcast " Exchanges at Goldman Sachs " , to videos "Talks at GS" , to interactive infographics and articles. What's compelling is that it's not all about the world of finance. Goldman Sachs demonstrates its worldliness by featuring influencers from all walks of life.
For instance, "Talks at GS" videos include historian and author Ron Chernow sharing his thoughts about leadership, ballet dancer Misty Copeland speaking about breaking barriers in her art form, and Microsoft CEO Satya Nadella on transforming the company so it's primed to lead the future of technology. Goldman Sachs also reaped the benefits of strong evergreen content when one of its older series received more than 1 million views after a mention on Reddit. As for social media, Goldman Sachs is a powerhouse, sharing lots of video content on Twitter to its , followers, and racking up more than Since its launch in late , Prosper and Thrive , Santander's content hub for millennials, has seen great success.
In that time, the site has received more than 1 million site visits and , social engagements. And more than 1, people have opted in to the bank's email program. That goes to show that if you invest in a strategy to reach a narrowly targeted audience, it pays off. Prosper and Thrive has a fresh, colorful aesthetic and features large, relatable images of young, diverse people. It's chock full of strong content organized into three categories: Santander frequently promotes Prosper and Thrive content on all its social channels, including Facebook , where it has , followers.
Though Santander's Instagram audience is still small, at a little over 1, followers, it's using the channel to exclusively promote the Prosper and Thrive brand with images that speak to the millennial audience and tease content from the hub. All day I dream about soccer standout content marketing, and Adidas is a brand that keeps it coming — not just for its customers, but its internal community, as well.
In , the company launched GamePlan A , a digital magazine uniquely developed to build company culture and attract and retain employees. We rethought the entire setup and who we needed to address, and decided it is the employees, potential candidates, and, in general, like-minded people who can become advocates for the brand. The new strategy is already seeing strong results.
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Today, that number has grown to more than 33,, along with , general followers. Most posts link back to the GamePlan A content hub. With two new products — BumbleBizz for career networking and BumbleBFF for finding new friends — Bumble has grown from dating app to full-on connection hub since its launch in To celebrate the new year, for instance, it launched a series called "You, First", which features stories about well-being and self-care.
ClassPass makes fitness easy and accessible, letting members go to any participating gym or studio instead of being limited to one chain or location. To get the word out, the startup has invested in content and taken its message all over social. Beyond the standard Facebook , Twitter , and Instagram where ClassPass cultivates a hip, color-forward feed that boasts , followers , Tumblr and Pinterest serve as fun and engaging visual platforms.
None of it tries to sell ClassPass services. Instead, the content is useful, educational, and inspiring, and speaks to the core of the brand. Furthermore is more than a blog. The sublimely curated and mostly user-generated Furthermore Instagram feed, for instance, attracts more than 50, engaged followers and several hundred likes per post with its gorgeous color palette and expert insights. Clips range from workout how-tos and style tips to interviews with athletes and astronauts. With a scientific bent and a thought leadership streak, new articles like food and fitness forecasts set readers on the right foot for a healthy new year — with lots of inspiring and enjoyable reading ahead.
Last August, gay dating app Grindr decided to mix things up a bit with a move into lifestyle and media. The response has been fierce. In its first three months alone, Into fueled 24 million video views onsite and across social media. The app and brand we know today have been years in the making, and its creative use of visuals has long been key to demystifying a topic that many are quick to dismiss.
Every post, video, and social share is paired with a unique and vibrant image, GIF, or animation that grabs a reader's attention. While posts reference meditation, there's no hard sell for Headspace. Rather, a designed call to action is embedded in each post, and there's also a persistent sign-up button on the blog's header.
In the past year, Headspace has launched a few new content initiatives designed to make meditation more accessible — and drive and retain subscribers. One is a " How to Meditate " section that includes answers to frequently asked questions , plus videos that help people solve common meditation challenges. Nike made headlines last year with Breaking2 , an elaborate campaign that took two years of meticulous planning and preparation to execute. The goal was to achieve the impossible: Running a marathon in less than two hours.
The Nike team did everything in its power to ensure that the feat was successful. The athletes never had to stop for water; instead, perfectly measured amounts of optimal runner juice were distributed to them on the go.
An electric car and a team of 30 pacers were on hand to ensure they maintained just the right speed. So did they break it? Eliud Kipchoge of Kenya missed the mark by just 25 seconds, still beating the previous record for the fastest marathon by an incredible two and a half minutes. After all, keeping millions of fans engaged through hours of content marketing? Since its launch in , Peloton has grown at a staggering rate and revolutionized indoor cycling by bringing it directly into people's homes.
How has it grown such a devout community of followers in a short amount of time? Makes sense, since the company produces 12 hours of live video per day, streaming real-life classes to homes across the country, on-demand. With close-up videos of instructors — many of whom have risen to fame and actively promote the brand on social media -addressing at-home riders by name while calling out personalized encouragement, the content is nothing if not engaging.
Though the ice cream company could easily fill its homepage with slick photos of sundaes, it instead opts to highlight content — including blog posts about social issues, rather than desserts. It's not afraid to take a stance on pressing political issues, including racial justice , refugees , climate change , voting rights , and LGBT equality.
Its content hub reflects the company's commitment. As a matter of fact, it may help. Within minutes of perusing Clif Bar's content hub , one gets a strong sense of what the brand values: An active, passion-fueled lifestyle. Through content that brings that ethos to life, Clif Bar has nurtured legions of fans. While Clif Bar is often mentioned in passing, there are no explicit calls to action at the bottom of stories to purchase the product or find it in stores. Similarly, Clif Bar's Instagram account — which has more than , followers — only features stunning nature photographs from fans who have tagged images with FeedYourAdventure.
People don't want a hard sell. They want to be part of a community of like-minded folks. By buying into Clif Bar's values and lifestyle, chances are, thousands of loyal fans are buying the product, too. Of all the content hubs we evaluated in the food category, Morsel, from meal subscription company Plated , was the most beautiful.
But aesthetics aside, the content hub is also evidence of Plated's strong content marketing strategy. Much of Plated's success hinges upon one factor: The tips, recipes, and stories feature large, gorgeous images and clear, conversational copy to engage readers. At the bottom of each story, and on Morsel's homepage, are calls to action with discounted offers for first-time Plated subscribers. Yet, not everyone is ready to sign up for Plated on the first visit, and the company takes that into account.
A newsletter subscription button allows people to sign up by simply entering their email addresses. Or, they can become one of Plated's , Facebook followers, 99, Instagram followers, or 21, Twitter followers.
To engage its community — and show how easy it is to create Plated meals — Plated often reposts images from users who have cooked Plated meals and shared them with the hashtag platedpics. In addition, Plated shares the five best photos of the week on Morsel , in an ongoing blog series. With its loud color palette and references to student life, Taco Bell isn't seeking to appeal to everyone.
And that's exactly the point. The fast food brand is focused on appealing to its target audience of Gen Z and younger millennials, and the strategy is working. Taco Bell revenue is strong and fans are engaged. Taco Bell has a social audience of more than 1.
Key to its success is creating content specific to each channel. On its content hub, The Feed , Taco Bell spotlights interesting creators who, of course, love Taco Bell , Taco Bell employees like a dietician and a brand marketer , and Taco Bell fans who respond to the brand's social media challenges, like creating Taco Bell-inspired makeup looks. On Instagram , Taco Bell posts original illustrations and photos commissioned for the brand. On YouTube , Taco Bell has a number of fan-inspired series, like " For Here or To Go ," which shows how to take menu items to the next level through creative ordering in-store or easy cooking hacks at home.
On Twitter , Taco Bell often retweets or responds to fans' posts. In addition, Taco Bell uses Twitter to drive people to its presence on other platforms, like Snapchat. Speaking of Snapchat, you may remember that on Cinco de Mayo , Taco Bell released a filter that turned users' faces into giant tacos. It was viewed more than million times that day — and no, that's not a typo! If you're looking for a strong example of pharma storytelling, look no further than AbbVie's StoryLab. Its content hub feels modern, and it targets several audiences, including healthcare and medicine reporters and influencers, the scientific community, and patient advocates.
How can we drive more positive opinion, engagement, and sentiment toward our brand overall? The brand relies heavily on social media Twitter , Facebook , LinkedIn , and YouTube for content distribution, as well as both paid and organic search. It's also been successful using traditional media outreach among the top social media influencers in science and biopharma.
Also at the forefront of AbbVie's growth and success? A big commitment to using data to continually improve outcomes. Making the list for the second year in a row is Cleveland Clinic , a legacy content marketer that continues to innovate and impress. In , the team added interactive infographics, Alexa flash briefings , new podcasts , Facebook Live broadcasts , and Instagram stories to its already robust content offerings.
To be everywhere its audience is when they have questions about health and wellness.
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Cleveland Clinic's content marketing team is doing so well that it's bringing in substantial revenue. Health Essentials , Cleveland Clinic's consumer-facing site, publishes two to three posts a day and has received more than 45 million visits, to date. Consult QD is a site for a smaller niche of physicians and publishes three to five posts per day.
Both sites distribute content via email newsletters and social media channels.
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Certain products and services are easier to create content around than others. The campaign has been a success, with individual videos garnering tens of thousands of views while also available within an exclusive degree virtual experience. It's an initiative that demands respect and shows a readiness to innovate in order to reach desired targets — while thankfully making insurance content a lot less boring. Tradesman Trials to be an incredibly well targeted campaign with a good use of insight and ambassadors which resulted in sales. We were also tasked with promoting the game of cricket to the next generation of potential stars in the country and providing them with the opportunity to actively get involved with playing cricket.
We arranged for young cricket fans with the unique opportunity to interact with international sporting stars, in addition to this we wanted to provide young cricket fans with the opportunity to be coached by recognised ICC Academy coaches. The cosmopolitan mix of the UAE meant that it was possible to build large fan bases for each of the competing teams were among the expat community. Performance Communications devised a unique school engagement programme, which saw both ICC representatives and ICC academy coaches host assemblies and Cricket clinics in 16 different schools within the UAE.
Following the school visits students attended the qualifiers and were given the opportunity to meet the players and coaches of participating teams for autographs and photos. Organise and run the biggest truck launch ever held in the Middle East at a premium location for up to guests per night. Performance was tasked with creating an exciting and unique launch for both media and VIP customers at a location that offered a controlled driving environment, both on- and off-road. The event had to engage guests who were unlikely to have actually a driven a truck before, demonstrating the strengths and abilities of this amazing new range of vehicles, while doing so in an environment that befitted their VIP status.
Using our local knowledge and contacts we sourced a venue adjacent to the Circuit to create a purpose-built off-road track so guests could test the new models to their limit. A purpose built Volvo village informed customers and media about the new Volvo range and a unique Nordic-themed Gala Dinner with fake snow and traditional Swedish entertainment created a very special atmosphere.
Former journalist Joe Finnerty and…. This is our dedicated team of passionate fans who work and play together to bring our clients the most amazing projects for a digitally connected world.
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Not content with appearing on the Sooty show, one of our team once took their hard-earned silent communications skills onto a conference call with Barack Obama. Well one of our team is a direct descendant of the man that first reared Aberdeen Angus cows. So much so, that one of our team was once admonished by The Queen herself for taking too many photos. We have two Scottish nobles in the agency. One whose ancestor married Mary Queen of Scots, the other had a square foot of land bought in Glencoe Manor as a gift.
Sporting pedigree through and through. Unsurprisingly, sport is in our blood. Within our team we have two ex-boyband members and one ex-girlband member. Our team have released three singles and one of our team wrote a song, which was recorded and released as part of a PR campaign sadly it failed to make the Top 40 — a fact that still haunts them. Another of our number had a little more success, though, releasing two singles and regularly appearing on BBC Radio 6. One of our team was dancing on the ceiling after an encounter with Lionel Ritchie, which ended in a kiss… on the lips.
Get in touch Like what you see? Please drop us a line if you have a question…. Welcome to Performance Communications. Performance Communications by the numbers… What we do Integrated Communications. Still the cornerstone of an effective PR campaign, a well-crafted and thoughtfully distributed press release can ensure your key messages resonate with the target audiences to deliver the desired outcomes and outputs.
Naturally, our networks are extensive within the sport and automotive media, but that extends far and beyond these verticals into news and lifestyle, both off and on line. Media relationships remain the lifeblood of an effective agency and our contacts keep us plugged in where it matters. A strong image significantly enhances any story.
A well-designed infographic turns complex information into a simple, clear and captivating illustration. Here at Performance we help you find the numbers that matter and craft an image that helps convey your message simply and effectively. Where significant overlap exists between a well-defined target audience and a particular newspaper, magazine or website, a media partnership can offer an enhanced level of profile and depth of coverage. We help to identify and negotiate powerful media partnerships between brands and titles, whether in digital or traditional media.
We understand the time, energy and imagination that goes into creating a new product. This level of dedication is reflected in our work devising how to introduce it with suitable fanfare to the target audience. Creating a good video is one thing, creating a video for social is quite another. From storyboard creation, production, filming, editing and distribution we manage every step of the journey either through our in-house resource or via one of our trusted roster production houses. At the heart of every great campaign lies an insight — about a general consumer trend or an understanding specific to your target audience.
This is our starting point for every campaign and ensures our end product fires the imagination and changes behaviour, time after time. We have experience planning and shooting compelling Live video to reach your fans. Identifying influential people is about more than just reach. We have the tools to identify truly influential contacts, whose output we know resonates with your target audience, and the know-how to help you build a mutually beneficial relationship to harness this influence.
Growing a community is easy. Managing it to keep it positive and productive is another. We have extensive big brand experience in just that. Sometimes an app can serve to bring a campaign to life or facilitate a deeper engagement with a target audience. There are many processing and hardware considerations in the development of apps, but our team is experienced in helping clients navigate the process.
A sound strategy sits at the heart of every sponsorship, clearly articulating the business and communication goals, and facilitating good planning, efficient execution and effective measurement. Having worked with you to determine a defined set of criteria in line with your sponsorship strategy, we have extensive experience of working with sporting rights holders to identify and assess suitable properties to deliver mutually beneficial partnerships and strong results against your objectives. If you require a high profile influencer to spearhead your campaign, our team is well connected and experienced at both identifying the right talent and negotiating a suitable mutually beneficial partnership.
Our breadth of experience, services and partners enables us to provide clients with a full service solution when activating and amplifying sponsorships. Having defined clear goals from the outset, we are equipped to develop campaigns which maximise both the return on investment and objectives. Great events take a lot of work and painstaking attention to detail. We works with our partners on all aspects of the preparation to ensure client events deliver the results that matter for all stakeholders. Our team is experienced at devising engaging and creative event formats for media and influencers to provide the perfect platform to showcase your product or brand.
Our in-house team can comfortably stage small media events and we are able to scale up to any level working with our carefully selected event partners. Achieving cut-through for your brand or product in a noisy marketplace is vital. Born of insights, we create meaningful stunts where we feel they will reinforce messaging and help the brand stand out from the crowd and page. Increasingly people crave experiences over products. As inhabitants of your fan communities, our team is adept at developing and delivering engaging and immersive experiences which fans will want to share.
Finding new and innovative ways to entertain your key staff, clients or stakeholders can be tricky. Plugged into our network of events, agencies and partners, we are well equipped to add a unique twist that adds the all-important draw to any invite. A well-defined and executed brand strategy is vital for creating an identity. Using our expertise, we can help to develop your brand strategy, to help your audience better connect with your brand and to ensure consistent messages are communicated.
Targeted communications engage audiences. R, Mobile and Video. From concepts to story-boarding, our in-house design team offers a complete creative solution to fit your individual campaigns and brand vision. We use data to turn information into insight and insight into initiative.
Land Rover — Train Pull. The video and imagery was also posted on Land Rover social channels. The Brief How can Land Rover use its deep reserves of talent and technological innovation to drive positive social impact, specifically in remote communities. One of the main issues in these areas is the provision of medical services as it can be difficult to find patients, which costs precious minutes to first responders.