No longer a ‘little island’ – how content marketing found its place in the world
Following on from the recent Mumbrella Awards, the winner and nominees of Best Content Marketing Strategy discuss how the medium is evolving, where brands are still going wrong and what’s next on the horizon.
At first glance, the winning campaign for Best Content Marketing Strategy at the Mumbrella Awards seems a tad too ambitious to be considered a mere content marketing strategy. ‘Born This Way’, for car oil brand Nulon, comprised a series of 32 videos and was executed over an 18-month period. The man behind the project, The Edge Agency ECD Matt Batten, explains it was a decision made because car nuts tend to be ravenous for information.
“Other campaigns talk about the benefit of the product,” he explains, “but we talked about the benefits of the brand. What it means to be a car nut – not ‘we love oil’. We were only supposed to do the launch film and three mini documentaries, but the videos got such good traction we kept going and it became 32 films when we turned the tap off in January.
“It wasn’t treated as we get in, we get out and then we do something else. This was the way we treat and speak to people.”
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