Two unlikely storytellers
Let us take a look at Target and General Electric… What could they possibly have in common?
I have been a fan of Target’s innovative marketing techniques for some time; whilst GE has just made it to my Top 10 all-time favourite marketers.
Neither brand is what one would say sexy or aspirational i.e. not in the same vein as a Nike or a Red Bull. Yet their content marketing efforts are in my view amongst the best, if not the most hyped.
Simply, both companies’ content plays are great examples of how to build relationships with consumers through meaningful content – relationships that eventually drive sales. The last point is not to be underestimated as mentioned in an earlier post.
What is it Target and GE are doing well then in the content space? What can we learn from them?
First, they aren’t afraid of experimenting with new technologies and getting out of their comfort zone.
The first time Target piqued my interest was in October 2012, when I came across their ‘Falling For You’ shoppable web series.
They had then hired an Emmy award-winning TV director and Hollywood talent to film 3 episodes of an online rom-com, which was to be a promotional vehicle for their Fall collection. Products (from women fashion wear to homewares) were cleverly placed in each episode and could be shopped effortlessly throughout the online viewing experience. The technology that allowed you to buy as you watched without pausing the film was claimed to be a first and certainly caught my attention at the time. You can find out more about Falling For You in their (promotional) behind-the-scenes video:
Meanwhile, GE have been experimenting with real-time marketing and campaign hashtags on Twitter amongst other social platforms; with its #IWantToInvent and #PiDay campaigns in particular attracting a lot of attention.
It is also (surprisingly) one of the early adopters of Vine and so far it is doing well with it: its #6SecondScience Fair campaign launched only a few days ago has already generated 20K+ social interactions on the young network as it invites users to submit Vines of their DYI-style science experiments alongside its own, like this one on how to create your own lava lamp. Entertaining and captivating at the same time.
The brand’s bold marketing approach was recently acknowledged on Creativity-online.com.
Both brands have invested in content hubs to tell their stories.
Target’s online magazine A Bullseye View launched over a year ago and deliberately stays clear of hard-sell messages; instead it focuses on the company’s behind-the-scenes stories (e.g. designer partnerships). The site is heavily branded and as such, unequivocally positions the brand as the publisher.
GE has opted for the more discreet position of ‘Sponsor’ with its online magazine Txchnologist, one of 2 blogs the company operates and that focuses on non-corporate news. The site is a Tumblr blog about technology, science and innovation across the various industries the giant corporation is involved with (e.g. energy, transportation, heath care etc.).
Both have complemented their content strategy with an influencer program to boost their credibility and relevance.
Target has more than a dozen Fashion bloggers on its books, who write ‘Target-inspired’ posts on their blogs and also contribute to A Bullseye View. Likewise, GE’s Txchnologist features guest contributors and writers.
Lastly, they are outsourcing the bulk of the content creation to agency partners.
Whilst Target’s A Bullseye View is run by Target’s PR team, GE’s content marketing and social media team is responsible for operating Txchnologist. Both teams are understood to be on the small side, primarily focused on the site development strategy and operations, with the creative execution (content creation) sitting with agency partners. Brands and agencies meet weekly to discuss and plan the editorial content.
Interestingly, the 2 brands are ticking a few of the pre-requisites outlined in my earlier post on best practice content marketing.
I will continue keeping an eye out on their progress in that space and will keep you posted on their next (bold) moves.
- GE Is Hosting A 6 Second Science Fair On Vine [THE BRIEF] (businessinsider.com)
- GE Brings Good Content to Life (digiday.com)
Pingback: A consumer’s point of view on this month’s Missoni for Target launch campaign | Digital Fabriq