As a content material marketer, you’re repeatedly requested to present extra to profit your model. However on Thanksgiving Day in the US, you get to ask for extra – turkey, stuffing, and cranberry sauce.
Sharing a meal with your loved ones and associates or simply stress-free and recharging your inventive energies is a present worthy of gratitude. To honor that, I’ve gathered excellent content material advertising examples that seize the essence of this vacation.
Some have been acknowledged as winners and prime finalists at this 12 months’s Content material Advertising and marketing Awards. All are price digging into.
Sharing a meal
Whether or not your plans contain a giant household dinner, eating out, or a chill friends-giving potluck, meals is a giant focus for this vacation. To whet folks’s appetites, entrepreneurs have put a bounty of tasty content material tidbits on the desk that may fulfill even the pickiest palates.
Aviation Gin – Negroni Week
Should you marvel what sports activities workforce proprietor, social media spokes-star, and Marvel superhero Ryan Reynolds can’t do, right here’s your reply: Abdomen the world’s obsession with pumpkin spice.
On this hilarious Instagram video, Aviation Gin followers can virtually style the pitchman’s disdain for the unofficial taste of fall. If the bleeped profanity spilling from Ryan’s mouth leaves a foul style in viewers’ mouths, they will wash it away together with his Aviation-based Negroni cocktail recipe. Pumpkin devotees offended by his spicy take may wish to stick round to the top of the video for Ryan’s reluctant apology.
Hellmann’s – The Vegans
@b1gdee #sew with @Jamie Milne To say I’m honoured to win The Vegans finest authentic lunch dish could be an understatement #TheVeganAwards #HellmannsCanadaPartner #greenscreen #veganfood #plantbased #vegantiktok #veganfoodinspiration ♬ authentic sound – Massive D
Talking of controversial tastes, individuals who choose plant-based meals have usually felt omitted, mocked, or downright bullied, particularly throughout this turkey-centric vacation.
To advertise its line of vegan salad dressings, Hellmann’s Canada offset that hate with a grand gesture of affection. The result’s The Vegans – the world’s first award present completely on TikTok. Sarcastically, the award present gained Greatest Use of Social Media on this 12 months’s Content material Advertising and marketing Awards.
For a month, the model chosen foodie micro-influencers to create mouth-watering recipes with Hellmann’s vegan dressings because the hero product. The entrants posted their recipe movies to TikTok and inspired viewers to vote for his or her favorites.
Then, Hellmann’s introduced on high-profile influencer Jamie Milne (@everything_delish) to host an awards present on the platform, the place winners confirmed off their trophies and gave acceptance speeches.
A Hellmann’s consultant says the corporate was absolutely glad with the hassle’s advertising affect: The micro-influencers’ movies garnered greater than 17 million views, delivered a 7.5% engagement fee on natural content material, and drove a 22% improve in #vegan searches on TikTok inside Canada. Most significantly, the initiative elevated the model’s share within the fast-growing plant-based meals class.
Taking the turkey to-go
Touring on Thanksgiving can really feel just like the launchpad for an eagerly awaited expertise or a vital evil that checks endurance and sanity. Both method, journey and hospitality manufacturers, equivalent to Marriott, are on standby to share content material full of concepts to make your journeys as fulfilling as doable.
Tastemakers’ The Luxurious Assortment
What’s the purpose of touring over the vacations for those who don’t return with images inducing FOMO (concern of lacking out) to share on Instagram? It’s a query Marriott asks and solutions with its Tastemakers social media marketing campaign.
To focus on its high-end chain of properties – The Luxurious Assortment – as a fascinating vacation spot, the model partnered with micro-influencers inside aspirational niches, equivalent to artists, stylists, cooks, and entrepreneurs.
The model added a twist to face out within the sea of ordinary posed and polished pics. In line with the corporate, the tastemakers had been requested to movie utilizing their telephones and supply unedited footage from their journeys.
Their selfies and snapshots had been customary into Reels, creating mini travelogues for the model’s social channels. Marriott additionally interviewed tastemakers for a sequence of articles printed on The Luxurious Assortment web site, giving its social stars an opportunity to share their perspective on journey by way of the lens of their craft.
Within the instance above, superstar stylist and costume designer Shiona Turini reveals off her keep on the posh resort The Phoenician in Scottsdale, Arizona, together with alfresco eating, a visit to the spa, and sundown hikes. It completely positions the tranquility and pure great thing about the Sonoran Desert as a spot the place fellow artists can loosen up and discover inspiration.
Displaying gratitude is what at the present time is all about. Many customers honor that by donating to meals drives, volunteering at shelters and soup kitchens, or opening their houses to neighbors and associates. Whereas manufacturers usually use content material to help these efforts, additionally they use their media platforms to contribute to the higher good in different methods.
United Airways – Chief Trash Officer
After you’re achieved cleansing your plate, have a look at this United Airways’ effort, which points a grouchy reminder that your leftovers may also help protect the Earth’s pure sources.
To focus on its funding in additional sustainable aviation gas (SAF) sources – together with biofuel constructed from cooking oil, banana peels, and different natural trash – the airline appointed Oscar the Grouch as the corporate’s first chief trash officer.
United crammed a load of enjoyable academic content material onto a web site web page befitting Sesame Road’s favourite curmudgeonly Muppet. In its ABCs of SAF part, Oscar is featured in a colourful sequence of Instagram Reels-like slides that present supplies that assist gas the model’s fleet, equivalent to “G is for gross grass clippings” and “L is for leafy leftovers.”
Website guests may also discover video clips capturing the chief trash officer’s first day and hyperlinks to extra severe initiatives round United’s dedication to combatting local weather change.
Within the instance above, a uniformed United flight attendant (additionally named Oscar) finds the brand new rubbish govt in his workplace behind a desk piled excessive with moldy sandwiches, apple cores, and different natural waste. The human Oscar talks trash together with his sloppy colleague, noting that turning the mess on the desk into gas helps scale back a aircraft’s lifecycle emissions. He explains that by working collectively, they may also help get folks extra enthusiastic about United’s power conservation efforts.
Salesforce – Ecopreneurs
In distinction to United’s lighthearted method, Salesforce and FORTUNE Model Studio produced an environmental training marketing campaign that carries a bit extra gravitas. The 2 companies partnered as much as produce The Ecopreneurs – a documentary-style video sequence that lets the viewers see groundbreaking efforts to fight local weather change.
As CMI’s article on the mission particulars, every of the 11 profiles progressive environmental work at a number of the world’s most distant and awe-inspiring ecosystems. Viewers are invited to affix their journeys, from underwater explorations of regenerated seascapes to reforestation efforts on the prime of the Andes Mountains’ 15,000-foot peaks.
The content material companions additionally packaged their analysis, interviews, photos, and movies right into a content material hub for every episode. In line with the businesses’ representatives, the non-public storytelling enabled them to “show a world dedication to local weather motion whereas interesting to audiences exterior conventional B2B areas.” It additionally appealed to Content material Advertising and marketing Awards judges, who chosen it because the 2023 Mission of the Yr.
The Humane Society: Beagle Pet Rescue
The Humane Society of the US is determined by donations to help its rescuing of mistreated animals. One group of supporters are customers who depend their pets as their relations (or choose their firm over their human vacation visitors).
The group’s Content material Advertising and marketing Award-winning quarterly journal, All Animals, is full of content material that appeals to animal lovers. But, its senior editorial director, Emily Hamlin Smith, additionally believes in utilizing video for instance the real-world affect of its work.
“I believe that each animal has a narrative … They will’t inform it in their very own phrases, in order that they want us to try this for them,” Emily says. “You are able to do it by way of phrases or visuals, and I believe that once you put the 2 collectively, it may be extremely highly effective.”
You’ll discover proof of that energy within the Beagles Arrive video above, which particulars the society’s involvement in a large-scale mission to search out houses for greater than 4,000 beagle puppies rescued in 2022 from a breeding facility in Cumberland, Virginia.
Viewers can see the gratitude within the canines’ soulful eyes as they’re carried off the aircraft and into the caring arms of the humane society workforce. If that doesn’t compel you to succeed in on your pockets, it’d get you to succeed in underneath the desk to present your pets an additional Thanksgiving deal with.
Having fun with a soccer sport
Soccer is a well-liked pastime on U.S. Thanksgiving. Whether or not customers plan to attain some touchdowns of their yard or play armchair quarterback with a drink of their arms, an excellent content material play may also help push the joy into extra time.
State Farm Insurance coverage – Jazz Bathtub
Whereas State Farm’s Content material Advertising and marketing Award-winning viral video advert, Jazz Bathtub, doesn’t present any huge soccer performs, it does characteristic one of many sport’s greatest stars, Kansas Metropolis Chiefs quarterback Patrick Mahomes.
Within the video, Patrick chats with the model’s khakis-and-red-shirt clad spokes-character – Jake from State Farm – concerning the insurer’s private value plan. Whereas Jake clarifies the aim of the “private” product, the enrobed quarterback proceeds together with his rest ritual of soaking in a scented tub. In the meantime, the workforce’s gear man (performed by actor/comic Mark Sipka) pops in together with his saxophone so as to add some musical ambiance.
When the advert turned a viral hit, it impressed State Farm to show the hassle right into a jazzy multimedia marketing campaign, full with an authentic CD – Jazz Bathtub: The Bathtub Bomb Periods. Providing the CD free of charge on-line enabled followers to infuse the model into their rest rituals at dwelling.
Connecting with family and friends
It doesn’t matter what’s on the desk – or the place that desk is situated – Thanksgiving is a superb time to assemble with the folks you care about. It serves as a reminder that constructing and reinforcing significant human connections ought to all the time be the main focus of your content material advertising.
From the CMI workforce to yours, we hope you discover time to loosen up this vacation season so you may return refreshed and able to create content material experiences your viewers can’t wait to dig into.
Up to date from a November 2022 put up.
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