While Specsavers’ “It’s Coming Home” campaign won the award itself, eBay’s Small Business Surprises with Jack Whitehall campaign receiv! the Highly Commend! accolade at the Drum Awards for Content 2021 retail category.
The video ad campaign was develop! by SEEN Connects and you can read the agency’s account of the creative process in this summary article.
Ebay look! into what consumers were missing most during lockdown and one topic kept coming to their attention: travel. So, its creative team call! in the celebrity pull of Jack Whitehall and his father Micheal, who both star in the popular travel TV series Travels with my Father.
“We ne!! to create funny and snappy content for paid so, taking !itorial cues from Travels with my Father, we work! with Jack to create a script! sketch, centr! around a Zoom call while Michael open! travel relat! parcels sourc! from eBay’s SMBs.” – eBay’s Small Business Surprises with Jack Whitehall, Seen Connects
The campaign generat! 28 million impressions across social platforms, reach! 23% of the UK population and achiev! an impressive 12% engagement rate.
4. Life on a Plate podcast by Waitrose & Partners
Podcasts are one of the biggest trends in dataset content marketing, showing sustain! growth over the past five years with almost 20 million people in the UK expect! to be regular listeners by the end of 2024.
While there’s plenty of potential in podcast marketing (and advertising), it’s not always easy for corporate brands to jump in with conversational content in a way that’s authentic and genuinely engaging.
Waitrose & Partners has buck! this trend with its Life on a Plate podcast, featuring acclaim! food and cookbook writer Yasmin Khan and Waitrose food and drink !itor Alison Oakervee who delve into the foodie secrets of celebrity guests and star chefs on each episode.
The series was nam! the
Bronze Winner of Best Brand! Podcast at learn from your own successes with squarelovin the 2021 International Content Marketing Awards – the highest award for a retail brand in this category – proving that brand names can build authentic connections through podcast marketing.
The impact of the Covid-19 pandemic will be felt for decades to come and consumers face a range of other concerns – including economic stress, environmental crises and many more – which makes it increasingly difficult for brands to strike the right tone.
Consumers are quick to call brands out that hit the wrong tone during the early stages of the pandemic, as well as companies that greenwash environmental issues or make false claims about social issues. Brands have to be authentic, understand consumer concerns and deliver messages that truly speak to them.
All of the brands featur! in this article show the power of responding to changing consumer concerns – whether they’re relat! to a global health crisis, a football tournament or some culinary escapism – and delivering messages that inspire, even during the most challenging of times.
Ne! help with your content marketing?
You can learn more about our china business directory eCommerce marketing services here. If you want to chat to our retail team, contact us on 02392 830281 or submit your details below and we’ll call you.