Creating relevant and intriguing content is not an easy task, but brands have little choice as they fight for consumers’ short attention spans.
With the Digiday Content Marketing Awards accepting submissions for one more week, we thought we’d review the latest trends in brand content, from the downright funny to the controversial. Check out our round-up below. Then, if you think your own content marketing campaigns are worthy of some recognition, enter the Content Marketing Awards before it’s too late. Submissions close Mar. 14.
Rethinking old platforms
Airlines are invigorating what used to be boring material that passengers tried their hardest to ignore by turning their pre-flight safety videos into pieces of content that aren’t only on-brand but highly entertaining.
Adopting new platforms
While the implementation was sometimes confusing, McDonald’s dove into Snapchat, offering another way for consumers to connect with a restaurant chain giant that has seen mixed results with its social media efforts. Is this really content?
Becoming visual storytellers
Meanwhile, retail and apparel brands have chosen to make their stand on Instagram, taking advantage of user-generated content (either seeded or organic) to project a certain lifestyle and aesthetic.
Subverting social
After discovering a near-perfect match between the demographics of dating-website users and those likely to adopt animals, the ASPCA created OkCupid profiles for pets looking for a long-term relationship, hoping to pair them off with lonely singles.
Mashing up media
Finally, in partnering with Sports Illustrated for the annual swimsuit issue, Barbie managed to both empower through a brand of “lipstick feminism” and offend by embracing the objectification of the “perfect” (i.e., unnatural) female body.
-
LiveIntent, UTA, Starface, TRUFF and Sharethrough are nominated for the 2023 Future Leader Awards
The Future Leader Awards, presented by Digiday, Glossy, Modern Retail and WorkLife, recognize the next generation of leaders making significant impacts in their respective industries. This year’s nominees demonstrated the importance of creating engaging content and experiences to meet the needs of both consumers and employees. For example, Victoria Bishara de Leon, director of content […]
-
PlayStation and MOCEAN, PinkNews, TheSoul Publishing and INNOCEAN USA are 2023 Digiday Video and TV Award winners
This year’s Digiday Video and TV Awards winners focus on diversity and inclusion, with a greater emphasis on representing marginalized groups and more accurate and respectful depictions of diverse communities in television and film. This group of winners has also increased the production of original content — especially long- and short-form video — to reach […]
-
Barkley, MiQ & iProspect, PinkNews, Chewy and NBC News Custom Productions are among this year’s Digiday Video and TV Awards shortlist nominees
The interest in short-form video content across social media platforms has grown exponentially, with most companies now maximizing engagement through multi-channel means. This year’s Digiday Video and TV Awards finalists focused on diversity and representation, with efforts to accurately and respectfully depict diverse communities in media. They also showed heavy investment in ad tech innovations, […]
-
SponsoredHow advertisers are unlocking the potential of kids-themed content on CTV
Jennifer D’Alessandro, head of ad sales and marketing, HappyKids There’s been a lot of talk in the digital industry about how the proliferation of ad-supported streaming services has unlocked a wide range of new inventory in high-quality, highly targetable environments. But it’s tricky to turn all of that talk into action when advertisers remain wary […]
-
Aveda, Consumer Reports and Harry’s are winners of the 2022 Greater Good Awards
The honorees of this year’s Greater Good Awards, presented by Digiday, Glossy, Modern Retail and WorkLife, recognized the importance of uplifting their local and global communities, wielding resources and platforms to address issues from sustainability to well-being and equality. Many of this year’s entrants and subsequent winners collaborated with other businesses, innovators, thought leaders and […]
-
McDonald’s, Spotify, Redefine Meat and Nissan are Digiday Marketing and Advertising Awards Europe winners
The list of winners of the 2022 Digiday Marketing and Advertising Awards Europe highlights how companies are leaning on social media and data-based content strategies to drive brand engagement. Sustainability and other meaningful practices remain top priorities for consumers and companies, with many of this year’s entrants and subsequent winners striving to show their commitment […]
