Today, traditional advertising methods are increasingly being overshadowed by the power of branded content. Rather than interrupting consumers with overt sales messages and in-your-face product placement, brands are now focusing on creating engaging, valuable content that resonates with their audiences on a deeper level. Branded content allows companies to tell compelling stories, showcase their values, and build emotional connections, all while subtly promoting their products or services.
This complex content marketing technique involves promoting a brand, its products, and services indirectly. The aim? Inscribe the brand's image in people's memories, while creating a relationship of trust with consumers.
This approach not only enhances brand loyalty but also encourages organic sharing and greater consumer trust. To achieve this, the message must not be overly promotional.
In this article, we will explore some of the best examples of branded content strategies and campaigns from leading brands, demonstrating how they’ve successfully blended entertainment, education, and brand messaging to captivate the people in their audiences and drive meaningful engagement, whether through a film series, video content on social media, printed materials, sponsored influencer ads, or another format!
1. Nike: A strategy built around the values of sport
A true expert in the art of storytelling and branded content, the Nike brand has always maintained a close relationship with its customers. The brand clearly puts forward a universe in which sportsmen and sportswomen recognize themselves. What's more, Nike has mastered the art of suspense, revealing its products only at the end of its ads for a more subtle form of product placement.
In addition, without the consumer even noticing, the sales pitch is perfectly structured. It begins with an initial situation introducing the hero (usually a sportsperson). Then comes a twist. Everything accelerates until the protagonist reveals their secret weapon: a Nike product, of course!
2. Coca-Cola: Sharing a message
Coca-Cola may be one of the most famous brands on the planet, but that doesn't mean it doesn't still advertise, especially through branded content! In fact, this communication strategy is based on several different channels. Coca-Cola is constantly multiplying its offline and online campaigns, in order to offer its consumers even more experiences. The brand's Facebook page is followed by 109 million fans.
On this medium, the focus is not at all on its products. Coca-Cola talks more about awareness-raising information for various causes, such as preserving the habitat of polar bears. The company also uses other networks such as Pinterest and X (formerly Twitter).
3. Michelin: A gastronomic guide as an effective strategy
Michelin started out as a tire company. However, it didn't take long for the brand to expand its universe, adding other content to accompany the behavior and practices of motorists. First came road maps, like instruction manuals for drivers.
Then, since taking to the road also meant taking breaks, Michelin combined this with a guide to the region's best inns and restaurants. This is how the famous Michelin gastronomic guide came into being. Once again, a branded content strategy!
4. LEGO: Successful communication for young and old alike
While most toys are aimed solely at children and brand enthusiasts, LEGO decided to think big, implementing a marketing strategy for the whole family, appealing to young and old alike! Younger children are drawn to LEGO commercials featuring real-life stories.
Older children are interested in the brand's YouTube videos, which explain everything there is to know about its products. Grandparents, meanwhile, are even entitled to blog articles to help them prepare their Christmas presents. Best of all, a LEGO movie has even been made!
5. Tinder: Branded content to create encounters
Tinder, the world-famous dating app, created a quirky yet impactful communication campaign that allows users from all walks of life to identify with each other.
With its “It Starts with a Swipe” campaign, Tinder tells the story of all the thousands of ways in which a simple swipe to the right—the very essence of using the app—can lead to a simple encounter.
In this way, Tinder emphasizes its concept, which then adapts to the person using the application—the simple creation of encounters via the internet—and lets destiny operate once the encounter has taken place...
6. Dove: Branding actions to celebrate all bodies
Because the cosmetics market is highly competitive, Dove has decided to differentiate itself by moving away from the diktats of fashion and beauty. Its motto? To "make beauty a source of happiness for all women” or to help “all women feel beautiful.” Its branded content is clearly focused on inclusiveness and self-acceptance.
That's why the brand's communications make a point of showing the bodies of "real women" and not just the silhouettes of ultra-thin models. This approach is more relatable and helps the brand's messaging resonate with more consumers.
7. Red Bull: Sports performance for the benefit of products
Red Bull, the world's most widely consumed energy drink, clearly promotes sporting performance. The brand is present at the biggest extreme sports events. At the same time, Red Bull publishes a monthly magazine with a circulation of over 5 million. The brand even creates games for smartphones and tablets.
Finally, Red Bull also organizes spectacular events. Among them, the memorable stratospheric free-fall jump by Austria's Felix Baumgartner, directly from space! There's no denying it: “Red Bull gives you wings!"
8. McDonald's: Communication for a music-loving audience
McDonald's "Summer Scoop" was a branded entertainment show on 4Music, created in collaboration with Box TV, as part of their campaign to promote the McFlurry. The show featured music artists, celebrity interviews, and pop culture content, aligning perfectly with the interests of its target audience—young, music-loving consumers.
By integrating McDonald's branding with popular culture in an entertaining format, the show positioned the McFlurry as a fun, essential part of the summer experience.
This campaign is an excellent example of branded entertainment because it seamlessly blended McDonald's messaging with engaging content that viewers naturally enjoyed, rather than interrupting them with traditional ads. The show's format and content built a strong association between the McFlurry and summer fun, driving brand engagement while providing entertainment, ultimately strengthening McDonald's connection with its audience.
9. GoPro: Content generated by brand aficionados
As you may already be aware, GoPro is considered one of the most inspiring brands on social media networks! This little camera is the ideal companion for all your vacations and adventures!
As a result, GoPro users work directly for the brand, posting video content on social media, examples of ever more captivating user-generated content (UGC). Thanks to this community, GoPro benefits from thousands of original videos. The camera is rarely shown. The company's high-quality films, on the other hand, are constantly being emulated by people all across the globe, making it one of the best examples of branded content today!
10. Birkenstock: Storytelling prowess
The documentary Ugly for a Reason by Birkenstock explores the history, design philosophy, and cultural significance of Birkenstock shoes, which are often perceived as "ugly" but are beloved for their comfort and orthopedic benefits. The film delves into why the brand has stuck to its distinctive design, prioritizing functionality and foot health over fashion trends. It was created to celebrate the brand's legacy and to connect with both loyal customers and a broader audience by telling an authentic story.
This three-video documentary is a prime example of branded content because it subtly promotes the brand's values without feeling like a traditional advertisement. Instead, it engages viewers by providing meaningful content that resonates on a deeper level, enhancing brand loyalty while informing and entertaining.
11. Guinness: Beyond beer
When you hear the name "Guinness," Irish beer likely comes to mind. However, you're just as likely to think of the brand's equally famous creation, the Guinness Book of World Records!
Originally created in 1955 by Guinness Brewery to resolve debates in pubs about record-breaking facts, the book quickly became a cultural phenomenon. While it started as a promotional tool, it evolved into an authoritative reference for world records across a wide range of categories. This content has extended far beyond its original purpose, becoming a globally recognized brand in its own right.
The Guinness Book of World Records effectively reinforces the Guinness brand by associating it with concepts of excellence, achievement, and global recognition. It engages a broad audience, creating long-lasting brand awareness without directly promoting the brewery's products.
This strategic approach has allowed Guinness to build a unique brand identity that goes beyond beer, connecting with consumers through a shared interest in extraordinary accomplishments.
FAQ: Branded content definition and characteristics
What is considered branded content?
Branded content is the process by which a brand creates and distributes original, impactful content dedicated to its audience. This content isn't limited to the direct promotion of products or services, but aims to inspire, educate, entertain or engage communities around the brand.
In this way, the brand manages to build a unique and solid identity to thrive in the minds of its potential customers, and develop stronger bonds with its customers, its target audience. It's an important element in creating a brand that will stay in people's minds for a long time to come.
What are the benefits of branded content?
Branded content offers numerous benefits for businesses looking to build stronger, more meaningful relationships with their audiences.
One of the key advantages is its ability to engage and captivate viewers in a way that traditional advertising often cannot. By creating content that entertains, educates, or inspires, brands can capture the audience's attention without the interruption associated with typical ads. This leads to a more positive brand perception and greater emotional connection.
Another benefit is the enhancement of brand credibility and trust. When branded content is informative or tells a compelling story, it positions the brand as an authority or a relatable entity, which can significantly increase consumer trust and loyalty. This kind of content also has the potential to be shared widely, leading to organic reach and brand visibility without the high costs of traditional ads.
Moreover, branded content allows for more authentic storytelling, giving brands the opportunity to express their values and culture. This authenticity resonates particularly well with today's consumers, who are increasingly drawn to brands that align with their own values and interests.
Finally, branded content often leads to deeper audience engagement, fostering long-term relationships and encouraging repeat interactions, ultimately driving higher customer lifetime value.
How does branded content differ from advertising?
Branded content and advertising both aim to promote a brand, but they differ significantly in approach and audience engagement. Advertising is typically direct and overt, focusing on persuading the audience to buy a product or service through clear, often repetitive messages. It usually interrupts the audience's experience, whether it's a commercial on TV, a banner ad online, or a print ad in a magazine.
Branded content, on the other hand, is more subtle and immersive. It integrates the brand into content that provides value to the audience, such as entertainment, education, or inspiration. Instead of interrupting, branded content aims to engage the audience by telling a story, sharing useful information, or evoking emotions, with the brand playing a secondary role. This approach helps build a deeper connection with the audience, fostering loyalty and trust without the hard sell typical of traditional advertising.
Who uses branded content in marketing?
Today, most brands invest in branded content, whatever their sector of activity. From ecommerce giants to luxury brands and innovative tech startups, they all recognize the value of branded content in building brand identity and consumer loyalty.
Some brands have even made branded content their main communication vector, well ahead of promoting their products and services, providing inspiration for digital marketing trends that work.
How do you create great branded content campaigns?
Great branded content stands out: above all, it adds value for the consumer. It's useful, interesting and lends an emotional dimension to communication, helping to reinforce the brand's impact. It's also aligned with the brand's identity and values, always in the background and at the heart of the messages.
A great campaign offers interactive content and encourages audience participation to encourage engagement and loyalty. This content is optimized for the different distribution channels used by the company, ensuring a strong and relevant presence on the various platforms.
The internet has become the main playground for brands to deploy their branded content. Digital platforms offer unprecedented potential for marketing creativity, and this is all the more true in the web world, where creation is constantly stimulated by rapidly evolving technologies. For example, a brand can create an immersive website that allows visitors to explore its products and services in the most accurate way possible, while enjoying the brand's staging and the writing style of its pages.
Social media platforms, in particular, have played a major role in this transformation, as we've also seen when taking a look at stellar content marketing examples. They've opened the door to interactive communication, where consumers are no longer mere spectators, but active participants in the life of brands! Effective content on social media can generate long-term engagement, increase brand visibility, and strengthen customer loyalty.
The creation of digital content and branded content requires a close look at current trends and audience expectations. For example, a message that works well on Facebook may not have the same impact on X (formerly Twitter) or Instagram. Each platform has its own specificities, and it's essential to take these into account when creating content!
When you create branded content, don't forget that it must absolutely be in line with your brand's values and identity, which means it must not only be attractive to the people in your target market but also convey your brand's values and mission. A campaign that succeeds in combining these elements will be much more than a simple marketing tool: it will become an extension of the brand itself, reinforcing its presence and impact in its market.
What are the different types of branded content?
All types of content production are welcome, and all formats will be able to be adapted to branded content, provided that each piece of content is addressed in the right model, to the right person. Let's take a look at the most popular formats:
- Blog posts are a mainstay of branded content on the web. They offer a space to share ideas, tell stories, and provide useful information. For example, a software company might regularly publish blog posts on industry news, tips for using their products, or thoughts on the future of technology.
- Videos are another popular type of branded content. They can be published as tutorials, interviews, product demonstrations, features, or even creative short films. An example would be a fashion brand creating a series of behind-the-scenes videos showcasing its latest collection.
- Infographics can also be very interesting in certain fields. These visual graphics present information in a concise and aesthetically pleasing way. A company that creates balanced meal bars could, for example, create infographics on the benefits of healthy eating on a daily basis for its social media networks.
- Podcasts are another branded content format that is gaining in popularity all over the world. They provide a platform for in-depth conversations, and can cover a wide range of topics related to the company's field of activity. A food delivery company could launch a podcast discussing culinary trends, sustainability challenges in the food industry, and even invite celebrity chefs for enriching interviews!
- Webinars and ebooks are branded content formats that are particularly appreciated for their informative and educational nature. They add significant value to the audience and position the brand as a reference in its field.
- Social media networks are the crossroads of digital branded content. They host a variety of specific formats, such as posts, stories, live sessions, and collaborations with influencers for product placement marketing. A beauty brand, for example, could use influencer marketing for live product demonstrations, share customer testimonials in stories, and create engaging posts to showcase their new products.
How do you prepare and produce branded content for your brand?
The first step in a successful branded content campaign is to establish the objectives and strategy for online content. These clearly defined objectives must faithfully reflect the brand's identity and meet the aspirations of its target audience.
For example, an eco-responsible clothing brand might focus on creating content related to sustainability and conscious fashion, sharing texts, videos and posts on social media to raise awareness of the importance of responsible consumption.
The creation phase plays an important role. Content production must explore various formats such as blog posts, videos, podcasts, and other digital content to maintain and intensify consumer engagement. Every piece of content must breathe the brand's DNA.
But most important of all is the evaluation of branded content performance: a fundamental component of any branded content strategy. This involves analyzing user feedback, statistics on sharing, click-through rates, and other key performance indicators on the various channels, with the aim of adjusting the strategy accordingly. Users' reactions and interactions provide valuable information for improving the editorial line of branded content.
To return to our example of an eco-responsible clothing brand, for this stage, the company could analyze which types of content generate the most engagement (shares, comments, likes) and which themes are most appreciated by its audience, and it would then adjust its campaign content production accordingly for optimum effectiveness in future strategies.
Branded content creation is therefore a dynamic and interactive process, requiring a deep understanding of target audiences, a well-defined strategy, and the ability to adapt and innovate in a constantly changing world. Be inspired by the best examples of branded content and stay authentic!
