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.
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Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.
Prior to her role at NOOKTM Jeanniey launched a wearables fashion technology company called Ringblingz. Before getting into the wearables business, Jeanniey was the chief marketing officer (CMO) of Zinio, where she grew the business by more than 427 percent, into one of the largest global digital newsstands. Other notable roles in her career include her involvement as the executive director and senior partner at OgilvyOne, where she led the digital Dialogue business and worked with Fortune 50 brands including IBM, Unilever, and American Express, and being a general manager at Grey Direct. At Grey Direct Jeanniey launched the first email marketing division of a global advertising agency. Prior to her time in advertising, Jeanniey spent seven years in retail leading a variety of groups from Consumer Relations and Operations, to Collections and Digital at JCPenney.
One of Jeanniey's favorite times in her career was when she founded the Email Experience Council (which was acquired by the Direct Marketing Association). Jeanniey is a recognized "Women in Business," a frequent keynote speaker, and has authored three books and launched a number of companies ranging from entertainment to technology and fashion.
Singapore, 5-6 March
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Hong Kong, April 2015
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