Better than explaining, is showing in practice, so see 3 success stories that prove that branded content brings results.
1. Always #LikeAGirl
Here, Always, a market leader in the sanitary pad segment, showed that women can use objects and do activities that are commonly attributed to the male gender, through the campaign entitled “Like a Girl”, or “ Tipo Menina ”, in Portuguese.
The brand shows how the term “girl-like” is often used in a fast food email list pejorative way, as if “running like a girl” or “hitting like a girl” were something that diminished a person’s abilities.
Many girls and women identified with the situations and were moved, raising their self-esteem, and now accept the term “like a girl” as something positive.
First released during the Super Bowl halftime show, the video now has over 68 million views on YouTube . The impact of this campaign was so great that it won an Emmy in 2015, after winning several awards at Cannes.
2. Oral B Complete
The commercial video linked by Oral-B in 2012 was a huge success and it is possible to see that, even after years, many people return to YouTube to watch the campaign again.
The soundtrack’s music is based on the various rhymes for the word “Complete.” The idea came from exploring the product’s main target, which is the mouth. So, they turned it into a character.
When it was released, no one skipped the ad, since the commercial is funny, entertaining and relaxed . With the participation of the presenter Rodrigo Faro, it now has thousands of views and, without a doubt, has become a catchphrase in the audience's minds.
The engagement with the public was great, as a contest to imitate the commercial was launched.
3. Dove “Portraits of Real Beauty”
In this case, women saw comparisons of two portraits: how they described themselves and how other people described them. Since the descriptions made by others focused on positive characteristics — beautiful, happy, open — the difference between the drawings was surprising. The success of the campaign was because it touched a point of discomfort among the audience, since only 4% of the world's female population consider themselves “beautiful”, according to research by the brand. Dove showed relevance to the public, saying that it sees the “real beauty” of women and not the standards imposed by society. The video quickly went viral and reached around 50 million views in less than two weeks. After its success, the company's sales increased from 2.5 to 4 billion in just three years, showing that the strategy was incredibly profitable.