Do you have three minutes to spare for another inspiring story from a brand?
Only you can answer that. What I can say is this: Curious human beings have an infinite capacity for compelling stories. In fact, when the story is truly great and promoted properly, people will wait in line and fork over hard-earned money to be moved and entertained by its visual and audio impacts.
WE INTERRUPT THIS BLOG POST WITH NEWS FROM THE BOX OFFICE…
Disney-Marvel’s “Avengers: Endgame” officially sailed past James Cameron’s “Titanic” to become the fifth-highest domestic box office grosser in history.
“Endgame” performed the feat on Thursday, its 14th day of release.
Content marketing rarely operates at that level, although brands like Yeti and Patagonia have taken the brand-sponsored short film to new heights.
The video below is not epic, but it is heartfelt and worth watching.
Apply the Power of the Plus
The Brooklyn-based agency has been working with the moisturizer brand since last summer. This new national digital campaign features some uniquely powerful women on unique career paths.
Heather “The Heat” Hardy, is a professional boxer from Brooklyn who is “powered by” her daughter and her love for boxing – despite a long and bumpy road she took to get there, she now holds the WBC International Female Super Bantamweight title and has never lost a fight.
I like the hero and the storytelling here. The only thing I would do differently is to introduce the connection between the product and the person earlier. When you make a 30-second commercial, you can place the payoff at the end. That’s a tough ask for long-form content.
The second video (not yet released) features Casey Ligon, a lettering artist, photographer, food stylist, chalk muralist, and Instagram-er. She initially struggled to reconcile her passion with her career, but ultimately embraced her “endlessly creative” spirit and has since become an Instagram sensation, with thousands of followers and partnerships with top brands.