Brands are building growth and success by leveraging their own content to create campaigns that resonate with their recipients.
If you are looking for inspiration, or examples of fantastic campaigns, take a look at what Ellen and LinkedIn have been up to.
My 10-year-old daughter recently came running down from her room, with her iPad mini in hand asking me if I had heard of this new website - Ellen (as in Ellen DeGeneres). Puzzled, I wanted to know what in the world Ellen could be saying that is relevant to the 10-year-old children market. She promptly showed me "."
Who knew Ellen was so hip?
Two days later, my retired father-in-law asked if he could call us back because he was watching TV and the president was going to be on his favorite TV show, "Ellen."
A retired man now too?
Was Ellen taking over the world?
That night I was on the phone with my friend trying to make sense of this weird obsession with Ellen when she told me she is a huge Ellen fan via YouTube.
And that is when I stopped thinking as a customer and started thinking as a marketer. Somehow Ellen has managed to create a series of engagement entry points, all driven by age/channel-appropriate content. And, each one of them drives you into a conversion/engagement funnel that sucks you in to discover and explore more content. It is brilliant! Kudos to the team who designed this.
Today, the Ellen channel on YouTube alone boasts 3,375,575 subscribers.
Earlier this week, I received an email from LinkedIn letting me know my profile was among the top 1 percent of profiles viewed in 2012. The email drove many emotions: surprise, happiness, excitement, skepticism, curiosity - so I clicked through.
The email marketer in me was quite impressed with the landing page letter and ability to share my accolades on Twitter, Facebook, and, of course, LinkedIn. I couldn't resist by share the message; it was personal, without being self-promoting.
I learned that 20 million people received emails from LinkedIn (the size of the top 10 percent of their database). The execution of the campaign was fantastic! It drove engagement, discovery, buzz, and brand loyalty.
A huge congratulations to the team who created this effort.
Brands are building growth and success by leveraging their own content to create campaigns that resonate with their recipients. Maybe they can spark some ideas for your future efforts.
Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.
2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.
Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.
December 2, 2015
1pm ET/ 10am PT
Wednesday, December 9, 2015
5pm HKT / 5am ET