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, a recognized women-in-business and tech, is known for her entrepreneurial style and her ability to build, shape, and grow brands into well-known dominant, successful entities. Jeanniey is a pioneer in email, mobile, and digital marketing; publishing; and brand-building. She now leads her own agency, YellowBean LLC, focused on assisting companies of all sizes with driving innovation and growth. Most recently, Jeanniey was the Global EVP, CMO, and subsequently Chief Growth Officer for Zinio, where she worked to define and implement strategies creating explosive growth through strategic partnerships with publishers, technology companies, brands, and consumers during her five-year tenure. Jeanniey has authored and contributed to multiple books, blogs, and magazine articles. She is a regular columnist for ClickZ, a blogger for Huffington Post, and a frequent keynote speaker. A serial networker, in 2005 Jeanniey founded the Email Experience Council, which was sold to the Direct Marketing Association in 2008. She sits on the Advisory Board for IndieFlix, and on the International Executive Council of the Internet Marketing Association. Jeanniey is recognized as both a Top CMO and Top Author on Twitter, and was most recently featured as Mover and Shaker by the Professional Woman's Magazine, and a featured Woman in Technology by The Legacy Series Magazine.
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