Brand advertising has changed. Fact. Since the explosion of the internet, we’ve moved away from ‘interruptive’ advertising, where brands placed advertising content in front of the content you wanted to see, to ‘seek out’ marketing, where a myriad of choice has allowed audiences to actively choose and seek out the marketing content they want to watch.
You know you’ve reached a digital marketing nirvana when customers are actively seeking and sharing your content, and it’s the ultimate goal of any YouTube marketing strategy. But who’s doing it well? Brands like Red Bull, GoPro and Playstation immediately spring to mind, but I wanted to dig a little deeper and highlight some lesser-known stars of YouTube.
1. Dollar Shave Club
A perfect example of how product USP and brand personality go hand in hand, Dollar Shave Club have totally nailed the seek out marketing approach by creating content that is hilarious and totally appeals to their target market. And all themed around their brand’s refreshing and unorthodox ‘no frills’ pitch to the multi million dollar razor blade market.
2. Unilever
Unilever brands such as Dove have seen significant success with branded content marketing campaigns that are sought by users, and are now creating ‘U Studio’ which will focus on creating content that their customers are seeking out across Unilever’s breadth of products.
3. Modcloth
US vintage clothes company Modcloth have perfected the art of creating seek out marketing through their powerful and practical help content, which has helped them reach a huge 18% click through rate. By creating genuinely useful how-to videos, the company has driven a ton of traffic through to its website and delivered a huge ROI.
