8 Examples of Branded Content Done Really Well

品牌和营销人员用来与目标受众建立联系，有许多不同类型的营销内容。但是，与观众建立持久的联系时，没有什么能像品牌内容那样有效。

Unlike advertising, branded content seems more authentic and is therefore much better received by consumers. And, because it looks less promotional, people can connect with this type of content more than they can with an advertisement.

但是，您必须记住，品牌内容应该具有明确而独特的品牌声音，以反映您的品牌价值。它还应该能够以一种引人入胜的方式讲述您的品牌故事，以与观众建立联系。

创建品牌内容并不像看起来那么容易，并不是每个人都能做得很好。因此，我们策划了一些钉牢它的品牌的一些最佳品牌内容示例。

这里有八个品牌内容的示例，这些品牌内容知道如何正确地做到这一点。因此，请继续阅读以获取灵感。

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8个品牌内容的示例非常好：

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1.鸽子

Type of Content- User-generated content for social media

他们做对了- Strong brand voice and cause-based marketing

Dove是一个以创建真正成功的品牌内容而闻名的品牌。多年来，多夫（Dove）一直保持着非常强烈而清晰的品牌声音，这围绕着破碎的美容刻板印象。他们的所有品牌内容以及广告都保持着始终如一的品牌声音。

Their recent#showus竞选还带有相同的品牌声音。作为这项竞选活动的一部分，该公司呼吁妇女认为自己与众不同，但为此感到自豪，并要求她们分享自己的故事。他们收到了数千张女性的照片和视频，讲述了她们的故事使她们与众不同和与众不同。

The company then made YouTube videos that compiled several such stories of women from different walks of life. The company’s Instagram posts showed pictures of these women along with their stories. Here is one such video that got a very high engagement rate.

This is a cause that many women can relate to because everyone wants to feel loved and accepted for their uniqueness. That, combined with the use ofuser-generated contentlends it an air of authenticity and relatability that is rare. This is why it is one of the best branded content examples of 2019, so far.

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2.思科

Type of Content- Social media content

他们做对了- 杠杆员工倡导

Cisco is a technology conglomerate and the biggest challenge for such companies is to humanise their brands. For a big technology company to be able to establish a brand image that they care for people is a challenge.

Cisco took that challenge and used branded content to improve their brand image and establish themselves as a brand that cares. They asked some of their employees from around the globe to share their stories of working with the company in a relatable manner.

该公司的员工自行发布了真正的相关社交媒体帖子，告诉公司如何照顾员工。他们发布了日常工作环境中的故事以及思科为使员工生活改善的设施或福利。

This effort from employees helped people understand that this technology giant is a brand that cares.

In one such post, the company’s employee, Ileana, posted about one of the benefits that the company provides for pregnant women. It highlighted that they have separate parking spots for pregnant women. She posted a picture with another pregnant employee, which shows that it benefits many people.

Theemployee-generated contenthad just the right amount of emotion, relatability, and facts to make it to our list of branded content done right. What’s more, is that the brand created a campaign-specific hashtag#weareciscoto further promote the campaign and track all of the posts in one place.

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3. Tinder

Type of Content- Social media content

他们做对了- Using a popular trend to target their audience

Tinder’s#menprovementcampaign is one of the best examples of branded content done well as it hit the intended audience in the perfect way. The campaign used two elements of good marketing and made them work hand-in-hand.

First, they knew and understood their target audience (women) and kept their messaging on-point to target only them. Second, they leveraged a popular social media trend—memes—and used them to deliver the message in a humorous way.

作为活动的一部分,易燃物合作creators to make a series of Instagram posts and videos featuring memes and humour. The basic theme was to show technical advancements that could be used to advance or improve men.

消息传递是为了使每个女人都可以以某种方式与之相关。而且，加入幽默确保人们轻轻地接受它并且没有生气。毕竟，即使这项运动针对女性，Tinder也可以满足男性的需求。

这是他们与创作者合作的一篇文章@mytherapistsays。The post got over 355K views. This is just one of a series of posts, and they all received similar levels of engagement.

Another thing that they did right with this campaign was to create and use a campaign-specific hashtag. The campaign got a lot of visibility on Instagram and was one of the most popular social media campaigns of 2017.

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4. Subaru

Type of Content- Social media content

他们做对了——客户变成品牌之至ocates

Subaru’s#meetanownercampaign is a brilliant example of branded content aimed at improving brand image. Subaru is a high-end automobile brand that is known for their SUVs and all-terrain transporters.

The brand looked for people within their customer base to find those with influence. Subaru then collaborated with some of those people to create social media posts of them with their Subaru vehicles.

Theirinfluencer contentrevolved around the theme that the vehicles are meant for adventure lovers and are aimed at adventure enthusiasts and thrill-seekers. This combined with the fact that these were actual Subaru customers amplified the effect of this marketing strategy.

Here is one such post by a Subaru owner and his BRAT vehicle. The owner actually put his vehicle on display and met people who were interested in seeing it.

Apart from this, the brand also co-created YouTube videos with some customers showing them performing stunts. This further helped enhance the brand’s image as a brand preferred by adventure lovers.

This is a good example of branded content that uses existing customers as brand advocates to establish a particular brand image. Moreover, seeing adventure enthusiasts with their Subaru cars also provides social proof and makes other adventure-lovers want to buy the vehicles.

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5. Red Bull

Type of Content- 视频

他们做对了- 制作的品牌内容看起来像是本地，非促进视频内容

Red Bull has one of the best video marketing strategies and that has helped them maintain a clear and strong brand image. Being an energy drink brand, Red Bull has long associated their products with adventure and sports.

他们通过创建了一系列令人激动的人进行特技表演或冒险运动来形成和维护品牌协会。他们的YouTube频道充满了这种视频，这些视频绝不是促销的，看起来就像其他任何冒险视频。

Even though they are a consumer products brand, Red Bull is able to run a successful YouTube channel featuring adventure videos and they have 8.7 million subscribers. This is far from any obvious marketing strategy and is more subtle and effective.

这是红牛这样的视频的一个示例，也是一个很好的示例，即品牌内容做得很好。这加强了红牛的形象，这是冒险爱好者和寻求刺激者偏爱的能量饮料。

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6. Apple TV+

Type of content –Self-produced TV show

他们做对了 -创建了一个有关脱口秀节目的高质量表演口碑营销

Apple is known for running commercials and print ads to market its products. However, it chose a different route with the launch of its new service, Apple TV+, in 2019.

Instead of publishing ads to drum up interest, Apple created its own show about a talk show (and the ups and downs of the hosts) instead called早晨的节目。Featuring a stellar cast that includes Reese Witherspoon, Jennifer Aniston, Billy Crudup, and Steve Carell,早晨的节目解决了现代工作场所的斗争，以及您喜欢的，好吧，晨报节目的幕后发生的事情，同时又能够无缝整合苹果产品并展示它们如何适应我们的日常生活。

In fact, the show was so good that it bagged11个艾美奖奖和提名。

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7. Birkenstock

Type of content –三部分纪录片

他们做对了 -Used effective storytelling to highlight the purpose behind the brand’s “ugly” look

Birkenstocks aren’t exactly the world’s prettiest pair of sandals but after you break in a new pair, you may start to feel like you won’t be using any other sandal—or shoe—ever again. But why does Birkenstock footwear look the way it does?

伯肯斯托克（Birkenstock）与《纽约时报》（New York Times）合作，创建了一部三部分的纪录片，在人的脚上散发着一些急需的灯光，为什么伯肯斯托克（Birkenstock）以某种方式看上去，以及为什么这不仅对佩戴者，而且对星球来说都是一件好事。

InUgly for a Reason, the brand and the NYT have come up with what they dubbed a “journalistic investigation into the foot” and foot health. The campaign was bolstered by interactive graphics, input from subject-matter experts and renowned scientists, and real-life stories of people who have worn Birkenstocks and loved them.

The first episode premiered on July 1, 2022, while the second and third episode aired on August 18, 2022 and September 21, 2022, respectively.

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8. Zelle and Vox Media

Type of content –Explainer series (website + videos + quizzes)

他们做对了 -The campaign puts a spin on information dissemination and connects the brand to a cause that’s relevant to its field and users

随着我们的世界变得更加数字上的联系，骗局和财务欺诈案件一直在左右繁殖。他们也变得更加复杂。我们认为我们已经擅长发现骗局，但是有时候，我们仍然是这种精心制作的计划的牺牲品。

US Federal Trade Commission data shows that it received fraud reports from almost 3 million people and that consumers arelosing close to $6 billion to fraud in 2021独自的。与2020年的数字相比，这要多70％。

How can today’s consumers avoid becoming victims? What are brands doing to help protect their clients? Working together with Vox Media, Zelle, a digital payments network, has put out an explainer series entitled骗局背后的科学。它深入研究了骗子采用的共同策略以及某些骗局非常有效的原因。

它使用醒目的图形，简短且易于消化的信息，short-form videosthat explain the psychology behind common scams like merchandise scams and romance scams, practical tips, podcasts, and even a quiz that tells you if you’re able to spot a scam.

The campaign was so impactful and timely that it helped land Zelle as one of the finalists for the2022内容营销奖(Best B2C Branded Content Campaign).

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Conclusion

These are some of the best examples of branded content that can inspire you to create branded content for your business. These brands have managed to find the perfect mix of marketing tactics to make their branded content engaging and relatable.

您可以通过复制上面的内容策略而不是通过了解这些品牌内容示例以及使这些帖子如此有效的原因来使用此帖子。因此，请查看这些案例研究，并查看您可以用于业务的品牌内容策略的哪些要素。