As marketers are abuzz with Content Marketing, my challenge is to push yourselves to do great content you love, not just ok content work you like. While being part of the community and targeting unique users is the right strategy, creating bad content might do more damage than good. It looks cheap. When you forget to entertain, when you don’t put in the quality in execution, or where your brand is too obviously jammed into a piece of content that has nothing to do with your brand. When you don’t astonish and delight the consumer, you fall flat. So, don’t just do content, do content that you and your consumer will love.
In 2001, BMW launched BMW Films, light years ahead of the industry. While everyone was still worried about producing 30s and 15s and newspaper ads, most brand leaders were still thinking whether they could afford to put 1% of their budgets into the Internet. From a brand point of view to that point, BMW had always used traditional media like TV and Print to sell their cars. But they saw that things were changing, especially seeing that the role of the internet on the purchase cycle. Roughly 85% of BMW purchasers used the Internet before purchasing a BMW. BMW knew that the average work-hard, play-hard customer was 46 years old, with a median income of about $150,000. Two-thirds were male, married, and had no children. In general, we see that Brands move along the Love Curve, going from Indifferent to Like It and Love It before becoming that Beloved Brand for Life. Competitively, BMW had a lot of love but it was still battling traditional rival Mercedes who had the most love of all Luxury Car Brands. Everyone else was compared to Mercedes. Also, brands like Lexus and Infiniti were gaining some emotional support from consumers and gaining share. BMW needed something to show consumers what makes a BMW truly a BMW. They needed to put their stake in the ground to push to be the Most Beloved Luxury Car brand. They needed something that the consumer would love and in turn love the BMW brand.
BMW Canada has teamed up with the Globe and Mail on a new branded content campaign called “LifeX” to promote its X series.
Three videos aim to tell the stories of the X3, X4 and X6 models through well-known influencers who talk about different themes. Natasha Koifman, president of NKPR, represents “style” for the X4; Toronto real estate developer Brad Lamb discusses “presence” for the X6; and designer Jane Lockhart represents “play” for the X3.
“We wanted to ensure that readers could identify with a real-life person who exemplifies the personality of each of the X Range vehicle family,” said Kris Davis, senior vice-president of Media Experts, BMW’s media agency, which helped develop the campaign.
An awareness portion of the campaign had already taken place, so the content’s role in phase two “is to continue the X Range story,” added Davis.
NKPR’s Koifman told Marketing she agreed to do the spot because she really wanted to test drive the car (she’s in the market for a new one). But she wanted to ensure it would be “on-brand” for her as well, down to the colour of the car she would drive.