Brand Journalism: Case Studies

Download Brand Journalism: Case Studies

Post on 06-Aug-2015




1 download

Embed Size (px)


<p> 1. Brand Journalism Case Studies 2. What is Brand Journalism? Brand journalism is a PR philosophy that stimulates sharing corporate stories in a journalistic way, to engage with customers and stakeholders. Its all about compelling content. Companies need to start becoming more like publishers by having a journalistic mindset. Its time to begin informing corporate audiences about relevant trends and developments in the market. 3. Brand Journalism Case Studies Here are a few brands that have mastered the concept of brand journalism 4. UNIT4, a cloud-focused business software and service company, is a strong advocate of brand journalism with storytelling in its DNA. They introduced a corporate blog in several countries which became a content hub that feeds all of its social media activities. CHALLENGE Finding a common ground for all blog entries and keeping content interesting was a challenge for UNIT4 because they offer specific software solutions for vertical industries, including healthcare, accountancy, logistics, HR, and SMEs. STRATEGY The marketing team decided to closely link the topic of the blog to their unique selling point Applied the Rule of 5 when it comes to content turning it into a blog post, sharing it on social media, handing it to sales department as a discussion, and including it in a newsletter Software that supports the future was chosen as the central topic of the corporate blog RESULTS SEO, social engagement and web traffic increased and the marketing department succeeded at creating internal brand ambassadors with 12 business units. Sharing Corporate Content1 5. Texas Instruments Incorporated (TI) is a global semiconductor design and manufacturing company that develops analog ICs and embedded processors. TI creates innovations that shape the future of technology and helps more than 10,000 customers transform the world today. CHALLENGE To establish a presence on social media aligned with business objectives and keep TIs customers informed in Europe. STRATEGY TI ensured that content was balanced between being insightful, interactive, practical and engaging Posts offering tips and tricks about innovative products, time- saving advice and fun facts proved to be particularly popular Developed social media guidelines and encouraged writers to be fun, light-hearted and conversational, while keeping posts accurate and properly written RESULTS As a technical B2B brand, TI managed to establish an online community in Europe across a range of channels in order to engage with their main target groups. Reaching B2B Decision-Makers2 6. The New Rules of Content Learn how brand journalism can benefit your business with our eBook: 7. Audi chose to start a blog in March 2014 because it wanted to show the company from a different perspective. Audi used blogging to give readers and car enthusiasts a behind-the-scenes look into the industry. CHALLENGE The Audi blog wanted to provide journalists with a pool of ideas and stories that could be re-told about the company. It wanted to steer away from a corporate tone to share from a more personal perspective. STRATEGY Content produced from colleagues in the Audi communication department Most blogs written by trainees on their experiences Sourced regular guest contributors and external bloggers Provide up-to-date coverage to maintain interest of target audience RESULTS Owned media is currently an often quoted term in the communication industry. The Audi blog is an example of how corporate blogs can establish their own media. Connecting With Journalists3 8. Equens, a European payments processing company, needed to change its IT systems and business processes while keeping its customers informed and up-to-date. CHALLENGE Effectively communicate the message: NOW is the time to start preparing for the Single European Payments Area (SEPA), moving forward organizations and individuals in the euro zone will have the same bank account numbers and payment procedures. STRATEGY A corporate blog was launched dedicated to inform customers about SEPA. It served three basic purposes: 1. Create awareness: By making readers familiar with SEPA 2. A call to action: By convincing the target audience to get ready 3. Inspire: Share best practices from organizations leading the journey to SEPA RESULTS Equens SEPA is now seen as one of the top online authorities on the subject in Europe. Communicating With Customers4 9. Want to learn more? Visit our LEWIS360 blog Contact: </p>