Some brands are just better at it. We’re talking about the ones with absolutely amazing content that has people following just to see what creative masterpiece they’ll unveil next. That’s the power of Content Marketing – a challenging yet essential aspect of innovative marketing approaches, and a driving force for continuous digital branding growth.
Think of Content Marketing as a sort of intellectual property aura around your product. People can recognize what’s truly coming from your brand, but that doesn’t mean we should stop following trends or finding ways to resonate with our audience. Combining fresh ideas that highlight your brand’s selling points while staying on top of trends and great learning from content marketing examples can inspire us to adapt or create engaging new content.
To keep the creative juices flowing for creators and brands alike, we’ve gathered 18 effective content marketing examples for you in 2024! Covering blog writing, social media, videos, interactive content, and so much more, let’s dive in and explore!
Content Marketing Examples
1. OATSIDE
Riding the plant-powered wave, particularly the oat milk craze, OATSIDE – a Singaporean startup – soared high amidst the COVID-19 pandemic. With its eye-catching and trendy packaging, this brand is scoring major points in the marketing arena, teaming up with hip cafes and beloved bubble tea chains.
OATSIDE’s one-of-a-kind content marketing case study stars a lovable bear mascot that steals hearts and becomes an emblematic figure, paired with side-splitting memes and pop culture nods. The brand artfully blends product-centric content and enticing monthly recipes with amusing tidbits, making them irresistibly charming and boasting a strong digital presence that leaves many competitors in the dust.
2. McDonald’s
McDonald’s has been ruling the fast-food world for ages, and they never stop reinventing themselves to stay fresh and trendy. Besides their legendary classic munchies, their content marketing game is on point, drawing in and retaining customers worldwide. From the early days of social media to our never-ending digital lives today, McDonald’s has nailed every little nook and cranny. Fast forward to 2024, and they’re turning up the heat on creative genius for all to see.
One of their recent viral masterpieces is the #RaiseYourArches campaign – the storytelling video of a squad of office workers who secretly plan a trip to McDonald’s without uttering a single word to each other, hinting at the unspoken bond for Mcdonald’s we all get. The ad took social media and TV by storm, skyrocketing McDonald’s to the top as the most downloaded fast-food app in 2022.
3. Shakeshack Thailand
‘Sawasdee, Thailand! We’ll be serving ShackBurgers in The Land of Smiles soon.’ – this delightful announcement created quite a buzz on Thai social media just a few months ago when the American fast-food brand, ShakeShack, decided to make its way to the Thai market. Although ShakeShack is known as a premium fast-food chain with prices higher than other brands, its grand opening had people from all walks of life lining up to taste their delicious offerings on day one!
But what truly sets ShakeShack apart is its excellent approach to local content marketing, demonstrating the brand’s readiness to embrace and adapt to Thai culture with humility and warmth. By collaborating with various local businesses and artists, ShakeShack has managed to seamlessly blend into the local scene. From handing out hand-woven fans made by the Ban Praek community to those waiting in line on an opening day to featuring the artwork of renowned Thai artist Nawin Laovalaichai-Chaikul in their store – ShakeShack has successfully navigated cross-cultural marketing, making it a shining example for other brands to follow.
4. Netflix
You might think that Netflix is solely about streaming shows, but they’re also making waves in the world of content marketing by having their audiences as a top priority. So, not just boasting its goodness and promoting its platform, but Netflix creating engaging content for its movies and shows to keep people intrigued and coming back for more, and that’s the essence.
One of their innovative campaigns revolves around K-content; embracing Korean series and pop culture. Netflix is capitalizing on the growing Hallyu wave, acquiring rights to numerous Korean series and even launching a YouTube channel called “K-content” to showcase this trend. By featuring interviews with main actors, ASMR sessions, and special activities, they’ve managed to boost viewer engagement and attract more attention consistently.
5. Crocs
The fascinating world of short-form video content has been sweeping the digital landscape like a whirlwind, leaving us all craving for more. Enter Crocs, the savvy trailblazers, who’ve hopped on the TikTok bandwagon and are now creating bite-sized masterpieces. With a mix of high-production and low-key mobile videos, they’ve concocted a delightful cocktail of fun, creativity, and brand personality that keeps their audience coming back for more.
They cleverly weave in hashtags like #CrockTok and #CrocHead, inviting users to join their quirky universe filled with laughter and entertainment. Their videos playfully showcase their products in the most unexpected ways–think influencers sporting Crocs-inspired nails.
Also, Crocs takes things a step further with meme-style content, subtly selling the lifestyle their products represent without the hard sales pitch. so, if you’re on the hunt for inspiration or simply a dose of feel-good content, Crocs’ TikTok can be your ultimate destination.
6. Duolingo
Meet Duolingo – another TikTok marketing genius that grew its account with millions of followers in under 5 months and became a pop-culture icon. Duolingo has ditched the conventional sales pitch and traded it for a more engaging, funny, non-corporate, and slightly passive-aggressive content strategy. They’ve captured the hearts and minds of Gen Z and their target audience by using a language we all understand laughter.
And that’s ‘Duo’, the green owl mascot who’s become the best thing at the party (and also a meme machine) by appearing in most of Duolingo’s TikTok videos. One best-viral was content when Duo is upset by those using Google Translate instead of actually learning a new language – a passive-aggressive yet endearing attempt to get everyone to use its app. It also cleverly tapped into the hype surrounding The Eras Tour, capturing the attention of millions of Swifties and creating a deeper connection with their brand.
7. Spotify
One thing that makes Spotify stand out as a brand brand is the way it manages to strike a chord with users by consistently unveiling fresh content that resonates with their musical cravings. This artful approach has led to a crescendo of high user retention and a devoted fan base with its signature strategy: personalization.
As the year draws to a close, people tend to take a trip down memory lane, reminiscing about the highs and lows of the past 12 months. Spotify had the perfect brainwave – Wrapped. A musical treasure trove encapsulating users’ top songs and artists, crafting a playlist that echoes their unique voyage through the year. The campaign struck a chord with users, resulting in record-breaking app downloads and a social media whirlwind as people eagerly shared their personal Wrapped playlists. Brands, too, have joined the ensemble, composing their own marketing campaigns wrapped around this viral sensation.
8. Barbie The Movie
Personalization marketing has been in trend lately and seems to be staying with us. The upcoming Barbie movie is transforming the social media marketing landscape with its innovative and immersive campaign, sparking a whirlwind of buzz that’s impossible to resist.
As the trailer and poster made their grand entrance, Twitter was graced with stunning cast images, showcasing each character’s occupation in eye-catching graphics. But the excitement doesn’t stop there! Warner Bros. unveiled the trailblazing Barbie Selfie Generator, an AI-powered website that invites users to morph their photos into chic Barbie-style graphics. With the freedom to become Barbie or Ken, choose vibrant background colors, and add snappy phrases, users can craft a profile that’s truly one-of-a-kind.
The ingenious blend of shareable campaigns and enthralling content has catapulted the Barbie marketing team to success, turning the movie into a viral sensation.
9. Amazon
Amazon introduced a game-changing B2B campaign called “Buy smarter. Dream bigger,” with the ambitious goal of becoming the ultimate one-stop destination for merchants across the globe. The campaign made its debut with a captivating 30-second national spot titled “PetTech.” This engaging story follows a retail pet device company that harnesses the power of the Amazon platform to consolidate orders, track spending, and monitor other needs – all in one seamless experience.
Amazon’s fresh effort has firmly established its status as a B2B content marketing powerhouse in an astonishing display of marketing maturity and e-Commerce know-how. By adeptly delivering valuable and engaging content for businesses, Amazon has won the trust and admiration of its audience, proving that they are indeed a formidable force to be reckoned with.
10. Glossier
Glossier, the all-American beauty brand, celebrates your unique beauty with top-notch, high-quality products loved by makeup maniacs and skincare connoisseurs alike. Building a people-powered beauty ecosystem and spreading love through good ol’ word-of-mouth, Glossier has turned the beauty industry upside down with its organic influencer marketing.
Championing simplicity in all things beautiful, Glossier’s CEO, Emily Weiss, knows it’s the everyday beauty enthusiasts who give Glossier its sparkle and triumph. Glossier’s social media always shares every piece of user-generated content on social media; be it from celebs like Olivia Rodrigo or indie makeup artists with a modest following–Glossier steals the hearts of beauty buffs and onlookers across the globe. And in no time, they turn regular users into micro-influencers!
With brand ambassadors aplenty and a killer referral program, Glossier isn’t afraid to let customers shout their love from the rooftops – and that is the secret sauce of their smashing success.
11. PlayStation
PlayStation, the iconic home video game console that has been fueling our imaginations and igniting our gaming passions for decades, is leveling up its marketing game. With a finger on the pulse of pop culture trends, the PlayStation team announced an electrifying new campaign that will leave gamers spellbound – PlayMakers.
The PlayMakers campaign goes beyond typical celebrity endorsements, as these stars will be immersed in the gaming world, collaborating with PlayStation to create engaging and authentic content, including new limited collections for fans. They will gain exclusive access to game production and early releases, allowing them to become an integral part of the gaming experience.
This time, with its efforts of content marketing strategy, PlayStation aims to strengthen the PlayStation brand by showcasing genuine connections between celebrities and the gaming community. By blending entertainment and gaming, the PlayMakers campaign will deliver captivating content that resonates with both existing fans and potential new audiences, solidifying PlayStation’s position as a leader in the gaming industry.
12. Lululemon
Launching a new sports brand capable of competing with giants like Nike and Adidas requires a powerful content marketing strategy, just like Lululemon. By targeting the growing yoga trend and health-conscious consumers, Lululemon created stylish, durable yoga wear for women of all shapes and sizes.
Their true genius lies in their authentic content marketing approach, embracing real customers instead of picture-perfect models. Utilizing social media, user-generated content (UGC), and hashtags like #thesweatlife, they showcased their brand’s popularity and their community’s diverse experiences. This focus on authenticity has helped Lululemon differentiate itself from competitors and build a loyal customer base, providing a blueprint for new sports brands aiming to make an impact.
13. Starbucks
The coffee giant Starbucks is another great example of how to captivate audiences worldwide with innovative content marketing strategy on social media, blending inspiration and education to engage audiences. Starbucks showcases its creativity by crafting content around seasonal changes, tantalizing menu items, and festive occasions like Christmas, Halloween, International Coffee Day, and Milkshake Day, transforming each day into a delightful experience.
But the brand’s allure goes beyond just mouthwatering content. Starbucks consistently shares its ethical story, highlighting its commitment to fair trade and environmentally-friendly practices. By educating customers about the complex process of harvesting Ethiopian coffee beans and the brand’s dedication to sustainability, Starbucks fosters trust and confidence in its consumers.
This transparency allows customers to feel that their favorite brand is not only a pleasure for their taste buds but also a responsible global citizen.
14. Nike
Compelling stories have the power to engage and inspire audiences. Nike excels in this arena, skillfully incorporating narrative elements into their designs and advertising campaigns, connecting with consumers worldwide.
Adapting to the digital age, Nike has embraced YouTube Shorts – a platform boasting 1.5 billion monthly active users and over 50 billion daily views. Their captivating Shorts cover various topics, from high fashion to skateboarding culture. Through these engaging snippets, viewers uncover hidden aspects of popular products and materials, while fitness buffs find motivation in innovative workout routines. Interviews with iconic athletes offer insights into their unique journeys.
These Shorts solidify Nike’s content marketing strategy, expanding brand exposure and reinforcing its identity as a master storyteller. By continually exploring new channels, Nike maintains a cutting-edge image that keeps audiences captivated and eager for more.
15. Pomelo
Pomelo, the Thai fashion sensation, has conquered Southeast Asia with its chic appeal. Through its e-commerce platform and apparel partnerships, Pomelo has become the go-to fashion destination for trendsetters seeking a blend of trendy and timeless styles. Their innovative content creation approach, spanning photography, illustrations, videos, and interactive media, captivates fans and sparks widespread sharing.
But Pomelo isn’t just about looking good; it’s about doing good too. With its #PomeloPride campaign, Pomelo embraces inclusivity and equality to unfold its core values that resonate with target audiences. Their vibrant IG Gallery showcases LGBTQ+ models adorned in the latest Pomelo and partner brand attire, amplifying a message of love and acceptance in the fashion industry. This powerful campaign reflects Pomelo’s commitment to making a positive impact.
16. Oculus
Oculus, the VR trailblazer, has crafted an immersive content marketing strategy that captivates tech-savvy gamers from around the globe. Their official website blog–Meta Quest–offers a mix of how-to content, enchanting stories, and thrilling game updates that seamlessly blend with VR technology, elevating brand awareness and resonating with their target audience.
Journey through Oculus’ blog to discover fascinating tales and gaming realms, all enhanced by the spellbinding touch of VR. The secret to its success lies in engaging audiences beyond product promotion, creating captivating content that appeals to their curiosity while maintaining the amplification of its product goodness.
17. IKEA
Driven by a desire to improve everyday lives, IKEA weaves engaging narratives based on real-life experiences, connecting with their audience on a personal level. In a world where data-driven decisions dominate, IKEA’s refreshing focus on storytelling and customer experiences makes them stand out from the crowd. Their eye-catching ads and immersive content not only inspire purchases but also create lasting brand loyalty.
At the same time, their content strategy foray into augmented reality and 3D simulation apps revolutionize the shopping experience, breathing life into dream homes and boosting product sales. IKEA’s commitment to crafting unique, captivating content is evident in its online presence, blending humor and brand values to keep audiences enthralled.
18. Durex
Durex’s content in digital media is a masterclass in captivating audiences by blending humor and cheekiness (in the best way possible) to raise awareness about safe sex. Fearlessly stepping beyond the conventional, Durex has positioned itself as the go-to hub for all sex-related conversations, tickling our funny bones with wit and impeccable timing.
Their secret sauce? Emojis that convey meaning, are cleverly intertwined with a playful sense of humor. This recipe creates fun content in an often too-serious world, striking a perfect balance between amusement and good taste. The challenge lies in crafting content that entertains without offending, and Durex effortlessly hits the mark every time.
Content Marketing Examples: Actionable Insights and Takeaways
Content marketing offers endless possibilities. We can create captivating content by embodying a fun brand persona, authentically promoting our brand’s personality, connecting on a personal level through personalized marketing; or even tapping into influencer marketing to reach previously untapped target audiences.
To determine which strategy from inspiration or case studies resonates with our brand and audience, we must measure the right things. Assessing which inspirational strategies align best with our brand and target audience preferences is crucial. We need to evaluate our core competencies, goals, budget, resources, and skills to execute these strategies effectively.
Remember, tracking the right metrics is paramount for success. Each content strategy and campaign requires careful monitoring to evaluate its impact. By measuring and analyzing the correct data points, we can refine our approach and make data-driven decisions to optimize for success.
Emerging Trends in Content Marketing: how you can adapt them to Your Content Marketing Campaign
Step into the future of content marketing by exploring the latest trends and innovations that are revolutionizing the industry. From immersive storytelling to interactive experiences, try to explore cutting-edge content formats that are captivating audiences like never before. But it’s not just about the formats – it’s also about the platforms and strategies that drive success, delve into the world of social media, SEO, and influencer marketing, revealing the tactics that are proven to generate buzz and maximize reach.
To stay competitive, it’s crucial to stay up-to-date with industry trends. We are recommending you quarterly, monthly, or whenever you have time, to track your competitors and learn from their successes and missteps. And if you’re feeling stuck, we encourage you to explore different industries and markets for inspiration. Find fresh and innovative ways to execute unique strategies that fit your brand without any plagiarism, it’s no-go and uninspired in the world of marketing.
Ready to Step up Your Content Marketing
We’ve seen that within the same industry or across different realms, there are subtle connections that bind brands’ content together. However, they diverge based on strategies, resources, and unique strengths, all aiming to engage audiences and target customers in a rapidly evolving landscape.
Keeping up with trends and competitors is a constant, and the thirst for learning should never cease — this principle holds true for marketers as always. Mandala AI is a really valuable tool worth exploring for those seeking help to make this journey easier. With intelligent technology and AI specifically designed for digital marketing and content, coupled with groundbreaking insights from big data analytics, it got you all covered at ease even if you’re a beginner. Click here to learn more.
