how to harness the power of content
Image sourced from Slash
This month Shannon Serrao, Head of Stir in Motion, shared her thoughts with PR Week on how big brands are – and should be – harnessing the power of content.
2023 appears to be the year of big brands hitting the big screen, with the Nike movie, Air, hitting screens back in April, the recent launch of The Super Mario Bros. Movie, and the highly anticipated Barbie movie set to finally be released this summer…
This trend demonstrates the importance of film & content in brand comms to help even the biggest global players to stay relevant, talked about, and allowing them to connect with consumers on a more emotional level. And with almost 90% of people crediting branded content for their decision to purchase a product or service, video certainly is critical when it comes to effective comms planning.
For Nike, whilst the brand has reportedly not been involved in the creation of the film, it will inevitably reap the rewards. Particularly as research is showing that almost all viewers of the film have said they were more interested in making a purchase from the brand afterwards. That said, many have commented on the fact the film feels like one long advert for the brand, reinforcing the importance of authenticity, engaging storytelling, and cultural relevance when it comes to the creation of branded content.
The Super Mario Bros. Movie sees an all-star Hollywood cast bring the world’s favourite plumber brothers to life in an animated action adventure. Whilst the Mario series has continued to be a staple for Nintendo platforms for decades, they have never had the success that Mario had at its peak in the 80s and 90s… Until now. The Super Mario Bros. Movie, claimed the title of highest grossing film of 2023 and already fifth highest grossing animated film of all time. The high production values brought by animation studio Illumination (Universal), and talent including Chris Pratt, Jack Black and Seth Rogen, set the film up to be a hit, but maybe timing is the most strategic play of all by Nintendo. An animated film for children, with the nostalgic appeal of childhood heroes of 30- and 40-year-olds who are now parents - was sure to draw families to the big screen in serious numbers.
In the case of Barbie, the film – and immense hype that has come with it – has cemented the brand’s position in the lives of its existing fans, again tapping into the nostalgia we’re apparently all so desperately seeking at the moment, as well as attracting a new audience with its blockbuster cast. It’s taking brand storytelling to new levels, recognising that it’s not enough to simply rely on product launches and innovation to drive engagement – and ultimately sales – because consumers are wanting more from their relationship with brands. Whether it’s through showing they align with their audience’s values or recognising their daily challenges, they need to opt for stories over selling.
So, my top tips for brands hitting the big or small screen, with or without blockbuster budgets?
Spotlight your shared values. Show the viewer your care about the themes, passion points and causes that they do
Remember it’s not an ad. Tell a good story that a consumer would want to hear whether they’re aware of your brand or not
Don’t hide behind talent. If you’ve got the budget to spend on some strong talent, great! But don’t invest time and money there at the expense of a good story with an engaging narrative
The biggest hits appeal to both new audiences and highly-engaged fans. Compelling storytelling engages the masses, whilst attention to detail engages the fans
Get emotional. Whether you’re sparking joy, delivering humour, or drawing a tear – if you don’t stir emotion, you’re won’t drive action
*As seen in PR week.
