Advertising

Carbonaragate: when branded content fails

18 Apr 2016, Posted by Alexandre Gravel in Advertising, Branding, Content, Media

Brand ends up being outraged by editorial content produced for it. Lesson learned: never anger an Italian. Last week, at the grocery store, I bought pancetta. Why? Because I had seen a 45-second video on Facebook about how easy it is to make carbonara pasta. True story….

It’s about content, not technology

24 Feb 2015, Posted by Alexandre Gravel in Advertising, Branding, Content

Technology is what helps great content be found and consumed. But you still need great content. Programmatic advertising, real-time bidding, SEO, viewability metrics, all this technology that is part of the marketer’s toolbox. If you listen to some people, it is as if the success…

Content, community, commerce

02 Feb 2015, Posted by Alexandre Gravel in Advertising, Branding, Content

What goes into building a brand content studio? Marriott knows. Remember I told you about Marriott’s new content venture back in October? How they wanted to be the Red Bull of the hotel industry? Well projects and announcements have started coming out, and it seems…

5 situations where you need a content agency

12 Jan 2015, Posted by Alexandre Gravel in Advertising, Branding, Content, Media

Partnering with a content agency can be extremely profitable. Those of you who have seen me speak recently heard how I believe the model of the content agency integrates very well into the current marketing and communication agency ecosystem (advertising, media, PR, digital, etc.). A…

How they messed up a brilliant content campaign

10 Jan 2015, Posted by Alexandre Gravel in Advertising, Content

Hearing about fails is always a good thing. My fiancee knows I love to read about fails. I believe more people, brands and agencies should be open about things that don’t work out. And she’s the one who sent me this week’s article. In it,…

The Reason Short-Term Content Campaigns are Doomed to Fail

15 Sep 2014, Posted by Alexandre Gravel in Advertising, Content

It’s a marathon, not a sprint. When building a content marketing or branded content strategy, there comes a point where you have to establish how long the campaign should run. Of course, it will have budgetary implications, but it will also have direct ROI implications…

Consumers want branded content

25 Aug 2014, Posted by Alexandre Gravel in Advertising, Branding, Content

59% of adult internet users watch videos when they visit a brand’s website I’ve already talked about self-distribution when it comes to branded content. Self-distribution being when a brand publishes content on their own platforms., think of it as owned-media. When trying to reach a…

Vitaminwater gambles big with branded content #brilliantworks

18 Aug 2014, Posted by Alexandre Gravel in Advertising, Content

The brand allocates 80% of its canadian marketing budget to the #brilliantworks series. The content marketing part of the operation is mostly constituted of video clips on YouTube. The series is built around collaboration between creatives and artists, becoming the birth of projects between the…

The 7 rules of content marketing, by Adidas

11 Aug 2014, Posted by Alexandre Gravel in Advertising, Branding, Content, Media

For the World Cup, Adidas went with a content first approach. Here’s what they learned. The World Cup is where a lot of marketing money gets spent, with the entire world watching. Of course, not all advertisers have the means and intended reach of the…