If you read this week’s email, you can skip straight to the examples of authentic content campaigns below. If not, keep reading…
The top tip on our list of Five Marketing Tips for 2021 is Authenticity Matters.
Consumers today can easily sniff out agenda-driven content. Our inboxes are full of it and it is easy to click the opt-out button. Instead of taking a salesy tone, we encourage you to develop authentic relationships with your clients and customers through your content. Audiences are much more likely to stay on your email list and engage with you on social if you are open, honest, and work to get to know them. Authentic content also allows your audience to get to know you as a business. Share who you are, what you do, and why you do it!
Interested in seeing a few authentic examples?
Our favorite example and one that spread worldwide is Coca-Cola’s Share a Coke. The ‘Share a Coke’ campaign first launched in Australia in 2011, and involved changing the traditional wrapping around the Coca-Cola bottle to say ‘Share a Coke with…’ and a popular name. The purpose of the campaign was to create a more personal relationship with consumers and inspire shared moments of happiness. It worked! This idea went viral and was implemented in many countries around the world including the US, China, Israel and the UK.
The Farmer’s Insurance “We know a thing or two, because we’ve seen a thing or two” campaign also comes to mind. I bet you’ve laughed at one of their quirky commercials. Did you know that they are actual insurance claims that customers have made? The ads are memorable, but even better, they’re all real. Can you believe that a moose destroyed an RV?
Farmers hooks potential customers with their unusual stories while also getting them to think about what their current policy provider would actually cover. Farmers Insurance gets potential customers hooked with an engaging story, but the ads also get people thinking about what their current insurance actually covers.
Looking for another example that doesn’t take a Fortune 500 budget?
Look no further than the NextLevel Thinking Easter email. We took an authentic approach and shared our team’s collective feelings regarding the Easter holiday. While many companies choose to avoid showing who they truly are, we choose to be open and honest. The feedback was overwhelmingly positive. Even those who have differing beliefs appreciated our authentic approach.