Aurora Magazine

Promoting excellence in advertising

echo $this->box->title($story, "title", 'text-7.5 font-light mt-6.75'); if (!$story->hasParent('Magazine')) { echo $this->box->date($story, "date-clear", 'text-3 text-black my-3.25'); } else { echo $this->element->label($magazineLabel, 'badge-section-level:3', [ 'badgeClasses' => 'w-full text-gray-500 font-bold' ]); } echo $this->box->byline($story, "byline", 'text-4 my-3.25'); echo $this->box->excerpt($story, "excerpt", 'text-4 font-light my-3.25'); echo $this->slideshow->html($story->imagesVisible, 'slideshow-xfast image-primary-high-stretch-uneven-caption-embed', ['slideshowClasses' => ' w-full']); ?>

I asked Laz Dzamic, co-author of The Definitive Guide to Strategic Content Marketing: Perspectives, Issues, Challenges and Solutions – a new book on content marketing for his most inspiring examples.

1. Content as advertising – Dove Real Beauty 'Sketches'

Like any great advertising, it is based on a deep human insight: that others see us as prettier than we see ourselves. But, it’s not a 30-second ad...

Dove Real Beauty Sketches | You’re more beautiful than you think

2. Content in Moments That Matter (MTMs) - Pedigree Found

Brilliantly contextual, with a huge emotional power. Mobile ads used as customer service wrapped up in a loyalty scheme dressed up in an app... Emotional Resonance and Intent Utility in one.

PEDIGREE - FOUND case study film

3. Content in Moments That Matter (MTMs) - Airbnb 'Hosted Walks'

Secrets and hidden gems that only locals know about, on YOUR chosen route, as UGC-sourced audio files.

Airbnb Uses Mobile to Give Tourists a Local Experience

4. Content as touch-point optimisation tool - Unilever's 'All Things Hair'

A You Tube channel deploying all 3Cs of Content creation: Creating, Collaborating and Curating. How to win in the search game...

All Things Hair Case Study

5. Content as a service - Unilever Kan Kajura mobile station

A radio station, for free, on feature phones, in low resolution..? Yes, it is possible, with great success.

UNILEVER INDIA -The Kan Khajura Station case study

Laz Dzamic The Definitive Guide to Strategic Content Marketing Perspectives issues Challenges and Solutions Dove Real Beauty Sketches Pedigtree Found Airbnb Hosted Walks Unilever's All Things Hair Unilever Kan Khajura Mobile Station
0
Related Stories

Comments (0) Closed