As a content material marketer, you’re recurrently requested to offer extra to learn your model. However on Thanksgiving Day in the USA, you get to ask for extra – turkey, stuffing, and cranberry sauce.
Sharing a meal with your loved ones and mates or simply enjoyable and recharging your inventive energies is a present worthy of gratitude. To honor that, I’ve gathered excellent content material advertising and marketing examples that seize the essence of this vacation.
Some have been acknowledged as winners and high finalists at this yr’s Content 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 individuals’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 crew 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 nasty style in viewers’ mouths, they’ll 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 tip of the video for Ryan’s reluctant apology.
Hellmann’s – The Vegans
@b1gdee #stitch with @Jamie Milne To say I’m honoured to win The Vegans finest authentic lunch dish can be an understatement #TheVeganAwards #HellmannsCanadaPartner #greenscreen #veganfood #plantbased #vegantiktok #veganfoodinspiration ♬ original sound – Big D
Talking of controversial tastes, individuals who desire plant-based meals have typically felt ignored, 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 solely on TikTok. Paradoxically, the award present gained Best Use of Social Media on this yr’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 trouble’s advertising and marketing impression: 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 needed evil that exams persistence and sanity. Both manner, journey and hospitality manufacturers, comparable to Marriott, are on standby to share content material full of concepts to make your journeys as gratifying as potential.
Tastemakers’ The Luxurious Assortment
What’s the purpose of touring over the vacations should you don’t return with images inducing FOMO (worry of lacking out) to share on Instagram? It’s a query Marriott asks and solutions with its Tastemakers social media 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, comparable to artists, stylists, cooks, and entrepreneurs.
The model added a twist to face out within the sea of normal posed and polished pics. In response to the corporate, the tastemakers have been requested to movie utilizing their telephones and supply unedited footage from their journeys.
Their selfies and snapshots have been normal into Reels, creating mini travelogues for the model’s social channels. Marriott additionally interviewed tastemakers for a collection of articles printed on The Luxury Collection website, giving its social stars an opportunity to share their perspective on journey by means of the lens of their craft.
Within the instance above, movie star stylist and costume designer Shiona Turini exhibits 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 chill out and discover inspiration.
Exhibiting gratitude is what at the present time is all about. Many shoppers honor that by donating to meals drives, volunteering at shelters and soup kitchens, or opening their houses to neighbors and mates. Whereas manufacturers typically use content material to help these efforts, in addition they use their media platforms to contribute to the better good in different methods.
United Airways – Chief Trash Officer
After you’re completed cleansing your plate, take a look at this United Airways’ effort, which points a grouchy reminder that your leftovers can help preserve the Earth’s natural resources.
To focus on its funding in additional sustainable aviation gas (SAF) sources – together with biofuel made out of 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 website page befitting Sesame Road’s favourite curmudgeonly Muppet. In its ABCs of SAF part, Oscar is featured in a colourful collection of Instagram Reels-like slides that present supplies that assist gas the model’s fleet, comparable to “G is for gross grass clippings” and “L is for leafy leftovers.”
Website guests also can 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 airplane’s lifecycle emissions. He explains that by working collectively, they might help get individuals extra captivated with United’s vitality conservation efforts.
Salesforce – Ecopreneurs
In distinction to United’s lighthearted method, Salesforce and FORTUNE Model Studio produced an environmental schooling marketing campaign that carries a bit extra gravitas. The 2 companies partnered as much as produce The Ecopreneurs – a documentary-style video collection 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 revolutionary environmental work at among the world’s most distant and awe-inspiring ecosystems. Viewers are invited to hitch their journeys, from underwater explorations of regenerated seascapes to reforestation efforts on the high of the Andes Mountains’ 15,000-foot peaks.
The content material companions additionally packaged their analysis, interviews, pictures, and movies right into a content material hub for every episode. In response to the businesses’ representatives, the non-public storytelling enabled them to “exhibit 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 USA will depend on donations to help its rescuing of mistreated animals. One group of supporters are shoppers who rely their pets as their relations (or desire 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 to illustrate the real-world impact of its work.
“I believe that each animal has a narrative … They’ll’t inform it in their very own phrases, in order that they want us to do this for them,” Emily says. “You are able to do it by means of phrases or visuals, and I believe that whenever 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 seek 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 canine’ soulful eyes as they’re carried off the airplane and into the caring arms of the humane society crew. If that doesn’t compel you to achieve on your pockets, it would get you to achieve underneath the desk to offer 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 shoppers plan to attain some touchdowns of their yard or play armchair quarterback with a drink of their palms, a fantastic content material play might help push the thrill 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 function 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 – in regards to the insurer’s private worth 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 crew’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 trouble right into a jazzy multimedia marketing campaign, full with an authentic CD – Jazz Bathtub: The Bathtub Bomb Periods. Providing the CD without cost 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 positioned – Thanksgiving is a superb time to collect with the individuals you care about. It serves as a reminder that constructing and reinforcing significant human connections ought to at all times be the main target of your content material advertising and marketing.
From the CMI crew to yours, we hope you discover time to chill out 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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