This week in content marketing, we’re talking about powerful campaigns to promote COVID-19 vaccines, canceled Super Bowl ads, and how the inauguration came to the dogs.
Table of Contents
The power of reason – and authenticity
WHO: Pfizer, BioNTech and a consortium of medical organizations (through creative agency Mischief @ No fixed address)
WHAT: Because this campaign uses public service announcements to encourage people to get vaccinated against COVID – 19. Many of the PSAs use do-it-yourself videos to illustrate what can be achieved if everyone Vaccinators: the personal connections everyone misses. Examples include A health care worker greets her child on the other side of the glass door, a hugs between friends one grandparents playing with a grandchild and a family is learning about a newcomer.
Mischief told Ad Age that it searched social channels and other outlets for the right videos, then obtained permission from the creators of the ones they selected.
WHY IS THE PROBLEM: Feeling is a powerful tool to get your message across and get people to take action. The campaign also provides a great example of how authentic content can be used to make a big impact on viewers. The company could have used professional actors and cinematographers to create similar scenes, but the emotional impact would have to be suffered. Most viewers probably have some version of one of these videos on their phone.
It’s also a great reminder of how to properly use other people’s content – ask for permission .
HOW IT WAS DISCOVERED: CMI Monina Wagner found out about this from Morning Brew and saw the videos that brought her to tears.
The new #COVID-19 vaccination campaign from @mischief_usa shows #ContentMarketing with real people in real emotional moments that can move audiences – no actors or video experts needed. See why in #WeeklyWrap via @CMIContent @MoninaW. Click to Tweet
Budweiser moves to new game
WHO: Anheuser-Busch’s Budweiser
WHAT: Anheuser-Busch InBev announced this week they won’t run ads for their Budweiser brand during the Super Bowl – for the first time in nearly 40 years. Instead, the company will donate the money it has spent to the Advertising Council, a coalition in the PSA manufacturing industry, to advance the benefits of a COVID-19 vaccine. (Anheuser-Busch InBev still plans to run ads for its other brands, including Bud Light, during the Super Bowl.)
The company plans to run a 90 – a second ad of moments when being together matters during the pandemic on digital stores. The video ends with a message about one more way to help each other – by getting vaccinated.
WHERE: Here’s more about where nothing will be – the Super Bowl.
WHY IS THE PROBLEM: Budweiser is joining a conversation that doesn’t seem to involve beer – the COVID-19 vaccine. And yet, the vaccine could hurt Budweiser’s sales — by allowing people to congregate in bars and at beer parties.
Almost a year after the pandemic, it’s time to ask (again) whether your brand should be in the conversation about the pandemic (even if you decide the answer is no.) Budweiser’s move shows, you don’t need to connect publicly with being part of a larger conversation. (That’s good advice for issues other than the pandemic.)
Anheuser-Busch’s decision serves as a reminder that all brands should evaluate their advertising and marketing budget . Are you maximizing your investment for the current market? Should you reallocate dollars to better focus and connect with your audience?
HOW IS IT DISCOVERED: The CMI staff who are fans of football, beer, and Super Bowl commercials point it out.
A @SuperBowl without @Budweiserusa ads? @AnheuserBusch’s move is a reminder to re-evaluate #ContentMarketing and ad spend. Instead, see where Budweiser $ goes in #WeeklyWrap via @CMIContent. Click to Tweet
WHO: Delaware Humane Society and Pumpkin Pet Insurance
WHAT: A 22 – The minute zoom ceremony, dubbed “unsaturated,” honors Major Biden, the first rescue dog to live in the White House. Hosted by Today Show’s Jill Martin, the virtual event drew over 7 people, 400 viewers and raised over $200,000 for the Delaware pet shelter. It also garnered tens of thousands of views after the event and millions of impressions when the invitation went public.
WHERE: Watch Indoguration on Pumpkin Pet Insurance’s YouTube Channel .
WHY IS THE PROBLEM: Instead of just announcing the news (i.e. the first time there was a shelter dog in the White House), the humanitarian association and insurance company created smart content experiences – something for people to interact with and connection.
So it’s a bit disappointing to see Pumpkin Pet Insurance (and to some extent, the Delaware Humane Society) miss out on an opportunity to expand the experience beyond Indoguration’s conclusion. As of this week, the insurance company has not mentioned the event on its homepage. Visitors to the DHA website will see a pop-up box with a message thanking everyone who participated in the undernutrition process. However, when the user clicks that, they see nothing about the event on the website.
Remember, if you create an event with well-received content, don’t think of it as a one-day affair. Plan advertising after the event too.
If you create a well-received #content event, there’s also a plan to post-event promotion via @CMIContent @KMoutsos. #WeeklyWrap Click to Tweet HOW IT WAS DISCOVERED: CMI’s Kim Moutsos a pet lover, shared this news.
Cover photo by Joseph Kalinowski / Content Marketing Institute
A health care worker greets her child