How do you seize a brand new viewers in a longtime market?
Do the other of what most entrepreneurs do.
Content material company OTW needed a recent idea to draw individuals into the world of sailing on behalf of their consumer Volvo Penta, provider of marine propulsion know-how for leisure and industrial vessels.
Many campaigns within the sector handle the “marine leisure” market with visuals like these, in accordance with a sizzle reel OTW supplied in its Content material Advertising and marketing Awards submission:
Within the first picture, a younger girl walks onto the deck carrying a tray with a drink. She wears a white, short-sleeved shirt, and you may see a sunny day within the distance.
Within the second picture, two males in blazers and two girls in sleeveless attire maintain champagne flutes on an expensive-looking energy boat.
Within the Volvo Penta content material, you don’t see servers, something resembling the dressed-up and consuming model of leisure or the solar.
You do, nevertheless, see surfers. Moist-suited, boat-driving girls surfers sort out waves within the Lofoten archipelago within the northern reaches of Norway.
These artistic selections propelled the video Discovering Hidden Waves within the Arctic and its supporting marketing campaign to land as a finalist for Venture of the 12 months within the 2023 Content material Advertising and marketing Awards and because the winner for Greatest Matter-Particular Video as A part of a Content material Advertising and marketing Program.
Right here’s a take a look at what makes the work award-worthy.
The specified viewers (not the product) will get a star flip
Volvo Penta charged the OTW company with reaching a youthful viewers to develop the marketplace for its merchandise. It needed the idea to help the model’s desired positioning as an “enabler of adventures and distinctive experiences at sea.”
The company put the product apart in favor of what would encourage a brand new era to get out on the ocean. As a substitute of that includes Volvo Penta’s engines, the marketing campaign revolved round three younger girls catching waves the place few surfers dare to go.
What do they should get there? A dependable boat. The Volva Penta product powers the journey for the adventurers, as seen on this video and the article on the model’s web site.
Content material flips a drained script
“By no means earlier than had a younger group of feminine surfers promoted marine know-how,” the company wrote in its award software, “and it created rings on the water all through the trade.”
The content material bundle included a number of hero movies, quick technology-driven clips, nonetheless photos, and articles revealed throughout Volvo Penta’s owned digital platforms and social media.
The story-driven movie clips with breathtaking backdrops and compelling leads performed effectively on social media. You possibly can see wholesome engagement with this sequence of Instagram posts.
The primary two of the 9 deal with the story of the ladies heading out to seek for hidden waves. The next posts discuss modern know-how – like Assisted Docking – and the significance of dependable gear, and the way this provides as much as create a novel expertise on the water. However they body that Instagram content material when it comes to what these options allow you to do – search journey, take management, uncover hidden gems, and (most significantly) get dwelling safely.
The marketing campaign received outcomes
Volvo Penta and OTW invested in an intensive distribution plan to ensure individuals would see the video and supporting content material.
Paid and natural approaches ensured the messages reached current followers and the brand new audience of youthful adventurers. The company stories spending the equal of about $4,500 on a marketing campaign that returned greater than 6.5 million impressions and greater than 725,000 ThruPlays – watching to completion or a minimum of 15 seconds.
Greater than 1,000,000 individuals watched a minimum of 25% of the content material, in accordance with OTW. The trailer for the marketing campaign reached an viewers that was 43% girls. For comparability, the company says a benchmark determine for the normal product-led campaigns within the section is about 90% males.
You possibly can educate an older trade new methods
The disruptive marketing campaign sparked conversations internally at Volvo Penta and on social media, the company stated, and Volvo Penta finally noticed related storytelling initiatives from its opponents.
And that is sensible. As OTW challenge supervisor Karin Andersson says on the company’s web site:
“The movie reveals you could mix spectacular views with robust storytelling with out the product in focus – and nonetheless obtain a improbable consequence.”
MORE EXAMPLES FROM 2023 CONTENT MARKETING AWARD FINALISTS
Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute