In a world where customers are continuously being bombarded with hundreds of messages each day, luxury brands must differentiate themselves in a crowded marketplace. However, as any business owner or marketer knows, that can be easier said than done. 

So how do luxury brands effectively stand out from the noise while attracting their ideal customers? Through a dynamic digital strategy that marries branded content with an omnipresence that meets your customers where they are. If you aren’t familiar with the concept of branded content, don’t fret. This article is going to walk you through it every step of the way

What is branded content? 

In essence, branded content means forgetting everything you know about traditional forms of marketing and advertising. Instead, branded content encompasses mediums such as blog content, videos, podcasts, or events to facilitate storytelling and build connections with today’s savvy consumer.

This type of content tends to focus on the brand’s values rather than on the products or services and is a way of creating content directly tied to the brand without being “in your face” about it. Generally, branded content aims to tell a story, entertain, make a social statement, or evoke an emotional response – all of which can do powerful things for your brand when properly executed. 

This is why consumers recall brands up to 59% more when watching branded content and are also 14% more likely to seek additional content from the same brand. To put it simply, the goal of branded content is to grab and hold the attention of today’s digital-focused consumer and drive engagement via content. 

Branded content also has high possibilities of going viral due to its effect on an audience, which tends to snowball. Now that you have hopefully developed a better understanding of what branded content is let’s look at a couple of examples of branded content in action. 

Examples of branded content

In 2018, Volvo started a revolution for women in India by launching its #MakeYourCitySafe campaign concentrated in Mumbai. The luxury Swedish brand, known for producing the safest cars globally, was right on brand by facilitating this night walk to help make the streets of India feel safe again for women. 

The campaign’s goal was to empower women to stand for their safety in a country where 87% of people in the capital city fear for women of their household when out alone after dark. Volvo partnered with multiple celebrities and influencers for this campaign to spread awareness. The result was a walk to remember and a lasting effect in the minds and hearts of consumers.

This campaign is an excellent example of branded content by making a social statement and evoking a strong emotional response. 

Next, let’s take a look at another example of branded content from Standard Hotels.

Standard Hotels, perhaps the most powerful brand in the boutique hotel industry, is shaking things up with its own online publication. Upon visiting Standard Hotel’s website, you will be met with a selection from their seven pristine locations:

However, if you scroll down the page, you will quickly see that this isn’t any ordinary hotel booking website. Standard Hotel’s website serves as part city guide, part entertainment resource, part fashion diary, and an outlet for both guests and locals with a passion for travel and a love of culture and great taste.

The next block down immediately transforms to their online publication, featuring their most recent posts from the curated blog:

As you can see, this is a brand that is not afraid to shy away from its brand values to foster more meaningful connections with customers. Standard Hotel fans are in luck because even if their desired hotel is booked out, they can still stay with them by deep diving into their content. 

If you navigate to the “culture” tab in their top-right menu, you will be able to access all of their latest stories carefully curated for their audience: 

Hopefully, these two examples have given you a solid idea and understanding of branded content in action. Note that the common denominator to pulling off branded content successfully will begin with knowing your target audience inside and out, as well as what appeals to their senses.  

Conclusion

Keep in mind that you don’t have to go to great lengths to throw a massive event as Volvo did, as the options are limitless, from curated blogs to podcasts and more. The main takeaway is that branded content grabs more attention and creates brand recognition and loyalty. However, the medium of obtaining such is flexible. Don’t be afraid to communicate your brand’s story, identity, and values. Remember that this will turn your customers into repeat buyers who become loyal advocates for your brand.

Are you ready to harness the power of branded content and advanced digital strategies to grow your own business? Begin your journey and contact the experts at Yachting Lifestyle Digital today!