How Entertainment Marketing Helps Generate Targeted Campaigns

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Targeted marketing has become the advertising industrythe most popular buzzword, and for good reason. Among millennials, 83% say they prefer to buy from companies aligned with their values, and 71% of consumers overall think it is important for brands to take a stand on social issues.

But align a markThe marketing message with its stated values ​​can be more difficult than it looks. Authenticity is key, and consumers, especially the Millennials and Gen Z audiences that many brands target, are quick to be skeptical of targeted campaigns that appear to be more marketing-driven. than by the lens.

As a result, many brands are successfully turning to entertainment as a way to advance both their goal-driven marketing initiatives and their commitment to a social movement or cause.

GM leads the way

One brand that has a head start is General Motors, which has recently made a massive commitment to vehicle electrification as part of its Zero Zero Zero vision, the company’s commitment to what it calls ” zero accidents, zero emissions and zero traffic jams ”. GM understands that the widespread adoption of electric vehicles, and the climate benefits it brings, will only come as the result of a larger social movement. GM has turned to entertainment as a key part of its ambitious plan to transform the cars we drive in the United States and around the world from combustion engines to electric motors.

As Sarah Schrode, head of entertainment and influencer marketing at General Motors, recently noted on an Ad Age Next: Streaming panel, Entertainment is truly a guardian of culture. We see trends on our screens that echo in culture and in our daily lives. At GM, we want to align our EVs with on-screen characters that people know and love to help standardize EVs for viewers and help them see themselves as an EV driver.

By using entertainment to inspire both hearts and minds around electric vehicles, GM is taking a step that will be good for both its bottom line and its social mission.

Lil Nas X and Durex make sexual health a priority

The ability of entertainment to be an essential part of targeted marketing campaigns extends beyond environmental topics. Earlier this year, condom maker Durex partnered with rapper Lil Nas X to raise awareness about sexual wellness and safer sex during Sexual Health Awareness Month. The brand has been boldly incorporated into the massively popular artists video clip for This is what I want, ”and in an Instagram post where he encourages fans to recognize sexual health and wellness.

The video reached over 30 million views in its first six days after release, while the post on Lil Nas Xs Instagram Feed quickly racked up millions of likes. WhatAdditionally, these moments focused on safe sex through a same-sex relationship, which is rarely featured in entertainment or commercials.

Sentiment regarding the social media campaign was overwhelmingly positive and conversations online applauded both the brand and the artist for raising awareness about safe sex in general and within the gay community in particular. The results were good for both the brand and the cause: After watching the video, 63% of those surveyed said they were more likely to have safer sex, and 74% of those aged 18-24 said they were stated that they would consider buying Durex next time. time they buy a condom.

Old navys Inclusion efforts rewarded

The key to the success of any entertainment marketing effort, and especially goal-oriented initiatives, is ensuring authenticity. Old navyThe long-standing commitment to creating clothing for people of different shapes, sizes and backgrounds was at the heart of its recent product placement campaign which won an Adweek 2021 Brand Storytelling Award.

Old Navy has partnered with BEN to support screenplays from various creators focused on increasing representation and promoting inclusion. Once again, the results have benefited both the brand and the cause: Thanks to its segment in the award-winning GLAAD ‘Queer Eye’ series, Old Navy saw a 22% increase in positive responses to the statement: ” Old Navy offers clothing for all body types, “and a 20% increase in the statement:” Its clothing has a diverse range of consumers. “

TV and movie product placement can be an incredibly powerful tool for any targeted marketing campaign. The best place to start is the same as with any targeted marketing initiative: an honest commitment to a social or environmental cause.

Old navyHer constant commitment to representation made her appearance in “Queer Eye” feel natural to the viewer as well as to the creators and stars of this show. While content can certainly be the engine of social or environmental change, ensuring alignment between the message and a brandWell-established values ​​are as important as the medium in which they are delivered.


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