As a content material marketer, you’re repeatedly requested to offer extra to learn your model. However on Thanksgiving Day in the US, you get to ask for extra – turkey, stuffing, and cranberry sauce.
Sharing a meal with your loved ones and associates or simply stress-free and recharging your inventive energies is a present worthy of gratitude. To honor that, I’ve gathered excellent content material advertising examples that seize the essence of this vacation.
Some have been acknowledged as winners and prime finalists at this 12 months’s Content material Advertising and marketing Awards. All are value digging into.
Sharing a meal
Whether or not your plans contain a giant household dinner, eating out, or a chill friends-giving potluck, meals is a giant focus for this vacation. To whet individuals’s appetites, entrepreneurs have put a bounty of tasty content material tidbits on the desk that may fulfill even the pickiest palates.
Aviation Gin – Negroni Week
When you marvel what sports activities group proprietor, social media spokes-star, and Marvel superhero Ryan Reynolds can’t do, right here’s your reply: Abdomen the world’s obsession with pumpkin spice.
On this hilarious Instagram video, Aviation Gin followers can virtually style the pitchman’s disdain for the unofficial taste of fall. If the bleeped profanity spilling from Ryan’s mouth leaves a nasty style in viewers’ mouths, they will wash it away along with his Aviation-based Negroni cocktail recipe. Pumpkin devotees offended by his spicy take would possibly need to stick round to the top of the video for Ryan’s reluctant apology.
Hellmann’s – The Vegans
@b1gdee #sew with @Jamie Milne To say I’m honoured to win The Vegans finest unique lunch dish could be an understatement #TheVeganAwards #HellmannsCanadaPartner #greenscreen #veganfood #plantbased #vegantiktok #veganfoodinspiration ♬ unique sound – Massive D
Talking of controversial tastes, individuals who want plant-based meals have typically felt not noted, mocked, or downright bullied, particularly throughout this turkey-centric vacation.
To advertise its line of vegan salad dressings, Hellmann’s Canada offset that hate with a grand gesture of affection. The result’s The Vegans – the world’s first award present completely on TikTok. Mockingly, the award present gained Greatest Use of Social Media on this 12 months’s Content material Advertising and marketing Awards.
For a month, the model chosen foodie micro-influencers to create mouth-watering recipes with Hellmann’s vegan dressings because the hero product. The entrants posted their recipe movies to TikTok and inspired viewers to vote for his or her favorites.
Then, Hellmann’s introduced on high-profile influencer Jamie Milne (@everything_delish) to host an awards present on the platform, the place winners confirmed off their trophies and gave acceptance speeches.
A Hellmann’s consultant says the corporate was absolutely happy with the trouble’s advertising impression: The micro-influencers’ movies garnered greater than 17 million views, delivered a 7.5% engagement price on natural content material, and drove a 22% enhance in #vegan searches on TikTok inside Canada. Most significantly, the initiative elevated the model’s share within the fast-growing plant-based meals class.
Taking the turkey to-go
Touring on Thanksgiving can really feel just like the launchpad for an eagerly awaited expertise or a vital evil that checks persistence and sanity. Both manner, journey and hospitality manufacturers, equivalent to Marriott, are on standby to share content material crammed with concepts to make your journeys as pleasant as doable.
Tastemakers’ The Luxurious Assortment
What’s the purpose of touring over the vacations when you don’t return with photographs inducing FOMO (concern of lacking out) to share on Instagram? It’s a query Marriott asks and solutions with its Tastemakers social media marketing campaign.
To focus on its high-end chain of properties – The Luxurious Assortment – as a fascinating vacation spot, the model partnered with micro-influencers inside aspirational niches, equivalent to artists, stylists, cooks, and entrepreneurs.
The model added a twist to face out within the sea of ordinary posed and polished pics. In response to the corporate, the tastemakers have been requested to movie utilizing their telephones and supply unedited footage from their journeys.
Their selfies and snapshots have been usual into Reels, creating mini travelogues for the model’s social channels. Marriott additionally interviewed tastemakers for a collection of articles revealed on The Luxurious Assortment web site, giving its social stars an opportunity to share their perspective on journey by way of the lens of their craft.
Within the instance above, movie star stylist and costume designer Shiona Turini reveals off her keep on the posh lodge The Phoenician in Scottsdale, Arizona, together with alfresco eating, a visit to the spa, and sundown hikes. It completely positions the tranquility and pure great thing about the Sonoran Desert as a spot the place fellow artists can loosen up and discover inspiration.
Giving again
Displaying gratitude is what today is all about. Many customers honor that by donating to meals drives, volunteering at shelters and soup kitchens, or opening their properties to neighbors and associates. Whereas manufacturers typically use content material to assist these efforts, additionally they use their media platforms to contribute to the higher good in different methods.
United Airways – Chief Trash Officer
After you’re performed cleansing your plate, take a look at this United Airways’ effort, which points a grouchy reminder that your leftovers will help protect the Earth’s pure sources.
To focus on its funding in additional sustainable aviation gas (SAF) sources – together with biofuel constructed from cooking oil, banana peels, and different natural trash – the airline appointed Oscar the Grouch as the corporate’s first chief trash officer.
United crammed a load of enjoyable instructional content material onto a web site web page befitting Sesame Avenue’s favourite curmudgeonly Muppet. In its ABCs of SAF part, Oscar is featured in a colourful collection of Instagram Reels-like slides that present supplies that assist gas the model’s fleet, equivalent to “G is for gross grass clippings” and “L is for leafy leftovers.”
Web site guests also can discover video clips capturing the chief trash officer’s first day and hyperlinks to extra critical initiatives round United’s dedication to combatting local weather change.
Within the instance above, a uniformed United flight attendant (additionally named Oscar) finds the brand new rubbish government in his workplace behind a desk piled excessive with moldy sandwiches, apple cores, and different natural waste. The human Oscar talks trash along with his sloppy colleague, noting that turning the mess on the desk into gas helps cut back a airplane’s lifecycle emissions. He explains that by working collectively, they will help get individuals extra captivated with United’s vitality conservation efforts.
Salesforce – Ecopreneurs
In distinction to United’s lighthearted strategy, Salesforce and FORTUNE Model Studio produced an environmental schooling marketing campaign that carries a bit extra gravitas. The 2 companies partnered as much as produce The Ecopreneurs – a documentary-style video collection that lets the viewers see groundbreaking efforts to fight local weather change.
As CMI’s article on the undertaking particulars, every of the 11 profiles modern environmental work at a number of the world’s most distant and awe-inspiring ecosystems. Viewers are invited to hitch their journeys, from underwater explorations of regenerated seascapes to reforestation efforts on the prime of the Andes Mountains’ 15,000-foot peaks.
The content material companions additionally packaged their analysis, interviews, pictures, and movies right into a content material hub for every episode. In response to the businesses’ representatives, the non-public storytelling enabled them to “exhibit a world dedication to local weather motion whereas interesting to audiences exterior conventional B2B areas.” It additionally appealed to Content material Advertising and marketing Awards judges, who chosen it because the 2023 Venture of the 12 months.
The Humane Society: Beagle Pet Rescue
The Humane Society of the US is determined by donations to assist its rescuing of mistreated animals. One group of supporters are customers who depend their pets as their members of the family (or want their firm over their human vacation company).
The group’s Content material Advertising and marketing Award-winning quarterly journal, All Animals, is crammed with content material that appeals to animal lovers. But, its senior editorial director, Emily Hamlin Smith, additionally believes in utilizing video for instance the real-world impression of its work.
“I believe that each animal has a narrative … They will’t inform it in their very own phrases, in order that they want us to try this for them,” Emily says. “You are able to do it by way of phrases or visuals, and I believe that whenever you put the 2 collectively, it may be extremely highly effective.”
You’ll discover proof of that energy within the Beagles Arrive video above, which particulars the society’s involvement in a large-scale mission to seek out properties for greater than 4,000 beagle puppies rescued in 2022 from a breeding facility in Cumberland, Virginia.
Viewers can see the gratitude within the canine’ soulful eyes as they’re carried off the airplane and into the caring arms of the humane society group. If that doesn’t compel you to succeed in in your pockets, it would get you to succeed in beneath the desk to offer your pets an additional Thanksgiving deal with.
Having fun with a soccer sport
Soccer is a well-liked pastime on U.S. Thanksgiving. Whether or not customers plan to attain some touchdowns of their yard or play armchair quarterback with a drink of their palms, a terrific content material play will help push the joy into extra time.
State Farm Insurance coverage – Jazz Tub
Whereas State Farm’s Content material Advertising and marketing Award-winning viral video advert, Jazz Tub, doesn’t present any large soccer performs, it does function one of many sport’s largest stars, Kansas Metropolis Chiefs quarterback Patrick Mahomes.
Within the video, Patrick chats with the model’s khakis-and-red-shirt clad spokes-character – Jake from State Farm – in regards to the insurer’s private value plan. Whereas Jake clarifies the aim of the “private” product, the enrobed quarterback proceeds along with his rest ritual of soaking in a scented tub. In the meantime, the group’s gear man (performed by actor/comic Mark Sipka) pops in along with his saxophone so as to add some musical ambiance.
When the advert turned a viral hit, it impressed State Farm to show the trouble right into a jazzy multimedia marketing campaign, full with an unique CD – Jazz Tub: The Tub Bomb Periods. Providing the CD free of charge on-line enabled followers to infuse the model into their rest rituals at dwelling.
Connecting with family and friends
It doesn’t matter what’s on the desk – or the place that desk is positioned – Thanksgiving is a good time to collect with the individuals you care about. It serves as a reminder that constructing and reinforcing significant human connections ought to all the time be the main focus of your content material advertising.
From the CMI group to yours, we hope you discover time to loosen up this vacation season so you possibly can return refreshed and able to create content material experiences your viewers can’t wait to dig into.
Up to date from a November 2022 put up.
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Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute
