There are many forms of corporate journalism. Some companies produce news to generate leads, while others use “news” to serve their customers and create an entirely new image of their company. Regardless of the motivation, the goal is to attract readers, and hopefully convert them into paying customers. Whether it is through a magazine, blog, or website, brand journalism is a crucial component of successful marketing. This article outlines the many forms of corporate journalism.
Heineken launches brand journalism campaign
The Heineken brand recently launched a unique campaign to create a connection between the brand and soccer fans. The “Soccer is Here” campaign features the likes of David Villa, Carli Lloyd, Landon Donovan and others, and features interactive engagements and year-long commercials. The campaign kicked off on March 6, in conjunction with the MLS season’s opening day. The brand is making an effort to become the most talked-about beer in the world, and the campaign has been met with tremendous success.
The new campaign also aims to highlight the many ways in which people can engage in brand journalism. In a recent study, 69% of millennials cited image control and avoidance of the risk of drunk driving as their main motivations. This data shows that moderation has become a cool and trendy concept that takes a push from someone they care about. The Heineken brand is working to capitalize on this trend by targeting women as a potential influencer.
Shutterstock offers access to 17m video clips
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