Singapore- With the proliferation of social media, content marketing has become increasingly important. Sarah Whyte, digital marketing manager from Tourism Queensland shared case studies at SES Singapore last week to illustrate how marketers can bring content to life on digital channels.
Roo Mail Video Mockumentary
How do you engage consumers online and bring your brand to life? For Tourism Queensland, the key was to entertain and thereby encourage sharing and discussions around its brand through a mockumentary, "Roo Mail."
In August, Tourism Queensland created four videos that included a 40-second teaser and stories around "Jackie the kangaroo."
The mockumentary aimed to be humorous and controversial. Tourism Queenland used a combination of paid media, earned media, and promotions on its websites, e-mail lists, and social channels.
As a result, Roo Mail received press coverage from TV, print, online, and blogs. Whyte said the video received close to 150,000 views on YouTube, with more than 3,000 "favorites," close to 3,400 "likes," and more than 500 comments.
When Queensland was hit by cyclone Yasi in January, the price of bananas shot up in the country, resulting in negative sentiment.
When a new crop of bananas was ready in October, Australian Bananas – working with its agency Ikon - decided to get the news out with the goal to create positive discussions and sentiment. The board established a Twitter channel to follow the fruit and bought ads on Facebook and Twitter.
Additionally, Australian Bananas created video content and leveraged the community to extend conversations, according to Whyte.
The result: Facebook connections increased 162 percent; the brand added 4,500 fans on Twitter; its video received 10,000 views on YouTube in four days; and it experienced a seven percent increase in positive sentiment.
Whyte also shared these key learnings on content marketing:
• Content has to be great to be shared.
• Remember: Engagement first, campaign second.
• Use targeting.
• Create a conversation calendar; look for extensions on owned, bought, and shared media.
• Look beyond the desktop and get more mobile.
• Follow the data.
• Learn from the community.
Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting.
May 22, 2013
1:00pm ET / 10:00am PT
June 5, 2013
1:00pm ET / 10:00am PT