Branded Content is Now | Vision Series Vol. 1
Right Now, 74% of Ad dollars are being wasted.
This means BILLIONS of dollars in ad spend not reach the target audience and earning an ROI for brands.
At the same time, brands like P&G are acquire niche consumer brands like Walker & Co with the hopes of creating their new breakout billion dollar brand.
You may ask what does one have to do with the other.
I am glad you asked.
Walker & Co. sold to P&G to gain the marketing budget necessary to fulfill the vision of Tristian Walker’s eponymous brand. Walker believes, “Building great brands means solving people's problems by building products people love." Walker has invested that last 5 years in building a brand consumer remember.
Walker captured share of mind could translate to the growth amongst the African American Audience in America for the P&G Brand. P&G is courting the African American Dollar because it’s big business. According to Fortune, “African Americans make up just 14% of the population, we are responsible for some $1.2 trillion in purchases annually.”
According to Cheryl Grace, Senior Vice President of U.S. Strategic Community Alliances and Consumer Engagement at Nielsen, “Our research shows that Black consumer choices have a ‘cool factor’ that has created a halo effect, influencing not just consumers of color but the mainstream as well.” Given these market forces, we at Eleven Digital, Inc. believe that the is unique opportunity to capture share of mind in communities of color.
Eleven Digital, Inc. believes that brands can build lasting relationships with consumers as Brands transition from using ads that get ignored to investing in branded content that gets consumed. Brands must be aware that when working with publishers authentically brands can leverage the credibility of the publisher to build a bridge to audience. When brands seek to go it alone they rise alienating their core because commercials never tell the full story.
The best recent example is Shea moisture. When Shea Moisture decided to rapidly “expand our market to protect our core”, without first getting the buying of their African American base they had to back track on their marketing messaging. According to Fast Company, “Sundial had unwittingly parked itself at the dangerous intersection where identity politics and brand expansion frequently collide, sparking internet outrage. Throughout 2017, companies have been crashing here, from HBO to the NFL. Meanwhile, for African-Americans and other people of color, the stakes extend far beyond seeking a fair representation in the marketplace.”
Understanding this data it is essential that brands invest in branded content that consumers features publishers that audience recognizes because that is how they will hear your message. According to Forbes, “57% of millennials state they are willing to view sponsored content from a brand as long as it includes authentic personalities and is entertaining and useful.” If Shea had take their ad budget and instead of interrupting the narrative with their brand expansion sought to integrate themselves into the lives of consumer thorough content that authentically spoke to their position I believe they would have experienced a different outcome.
Right now more than ever it is important that Brands authentically connect with Millennials because this group is the largest consumer group in America. We spend over $200B annually. Furthermore, according to Fortune, “ [w]ith 43% of the 75 million Millennials in the U.S. identifying as African American, Hispanic or Asian, if a brand doesn’t have a multicultural strategy, it doesn’t have a growth strategy.” Now if connecting with minorities in the US is the key to growth, Brands have a lot of work to do. Luckily, Eleven Digital, Inc. is here to enable them to effectively reach the right audience, with right message, at right time with branded content everywhere that audience is.
Right now content from publishers like Ninja and Jackie Aina is winning in the war for attention.
Jackie Ania community supports the brands she authentically introduce because great creator communities authentically grow together.
Read the comments and you will see for yourself.
You can see from the profile photos of the commentators that these are the most engaged members of her fanbase who come in all shades and shapes of humanity.
Eleven Digital’s technology enables brands to reach into communities through content and build the relationships that grow share of mind within target communties.
Another great example of Branded Content is from Ninja.
Ninja got 6M Views in a little over 1 month for the Red Bull Brand.
As we say at Eleven Digital, Inc, “our technology transitions brands from being the side dish like in a Super Bowl Ad. Unlocking the power of Branded Content at scale, the brand is the main dish and the experience the consumer focuses on.
If your interested in an illustrative example of how Shea Moisture could utilize Eleven Digital, Inc. technology to create a winning campaign, check out this blog post here.