WKLY by NXTLI - Storytelling at its best
Every week Jeroen tracks the news and developments within Content Marketing. In the Netherlands and abroad. Full of tips, trends and innovations. Critical and open, with an eye to the future within a fascinating world in which digital content has become indispensable.
This week: Barilla, SMS and Slacklining with Red Bull in Rotterdam.
Content of the week
More than 1 million people in four days saw the endearing video of Roger Federer surprising Zizou, a young tennis talent, along with Barilla. No sooner had I heard of Barilla. Turns out it is a pasta brand and after looking up the brand via Google, I recognized the packaging.
A sign of love
The connection between pasta and Roger Federer is somewhat indirect, although the tennis legend is bound to eat a lot of pasta. The connection between the brand story "A sign of love" and Roger Federer, however, is exactly spot on. Federer's high favor factor, his undisputed talent and a likeable, up-and-coming tennis talent who made a "pinky promise" with his hero five years ago are ingredients for a wonderful video.
Needless to say, I will reach for Barilla next time I am in the supermarket.
Insight of the Week
SMS is back! It may sound strange, but this very innovation from the 1990s is proving to be a successful addition to your marketing mix. Why?
Brands must constantly differentiate themselves from each other and try to keep communicating personally with their customer at the same time. At the same time, brands do not want to appear coercive; a risk that is always lurking.
It's about the Ping!
Every day we receive many notifications. Mail, Whatsapp, Instagram, SnapChat, TikTok and then the many pop-ups. But the sound of SMS? We don't hear those very often anymore.
The short attention span, for which brands struggle daily, is further fueled by the distinctive sound. Meanwhile, research shows that 55% of consumers appreciate SMS, and there are several cases where SMS achieved higher conversions than mail. Take advantage of it!
Activation of the week
Did you see him, too? Jaan Roose. Last Tuesday, Aug. 9, the highline athlete from Estonia walked a tightrope stretched between De Zalmhavenentoren and De Rotterdam, across the Maas: 625 meters long, at a height of 188 meters.
Red Bull does it again
We know the energy drink Red Bull, of course, from extreme sports. The marketing department is known for propagating their brand story through sensational activations. Preferably in the streets: as close to everyday life as possible: Cliff Diving in Paris, Fierste Ljepper in Haarlem, Street Football with Neymar Jr. and now Slacklining in Rotterdam.
It provides unforgettable and delicious content, and puts Red Bull back on the minds of many.
Digital content strategy with the NXTLI Dashboard
Jeroen Westermann is Content Strategist at NXTLI. With the NXTLI Dashboard, developed by NXTLI, we provide insight into the results of a brand, club, person or organization on its digital channels. We connect this with value and with commercial results. Based on this we create content strategies and develop digital campaigns that accelerate and optimize growth. Interested in how this can work for your organization? Contact me via email.
