It’s Thanksgiving Day in the US, whenever you attempt to depart work behind, put apart petty squabbles, and be current with the folks you care about (no less than till the post-meal nap assaults hit).
In fact, not everybody observes the identical vacation traditions or shares the identical luck. However discovering methods to acknowledge and relate to others’ genuine experiences is what nice content material advertising and marketing is all about.
In that spirit, I’ve gathered some vacation advertising and marketing and content material examples that seize the essence of this present day, together with some winners and high finalists at this yr’s Content material Advertising and marketing Awards. As you fill your plate, save room for these tasty treats.
Sharing a meal
Meals is the official Thanksgiving love language. Whether or not you’re in control of cooking or simply plan to eat, entrepreneurs serve up loads of content material to organize you for a satisfying expertise.
Nestlé: Libby’s within the Subject
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Turkey will be the star of the Thanksgiving present, however one other farm-sourced dish deserves second billing: pumpkin pie. To share the origin story behind the unofficial taste of fall, Nestlé Skilled LIBBY’S®️ Pumpkin created Libby’s within the Subject.
This content-rich microsite options an immersive virtual-reality expertise, From Our Fields to Your Kitchen. It goals to assist the model’s audience of operator companions and suppliers higher perceive its agricultural course of, from seed cultivation to choosing, processing, and packaging the produce for wholesale distribution.
At every step, clicked sizzling spots reveal compelling visuals, video interviews with farmers and agriculture specialists, and particulars on the corporate’s sustainability practices.
The highly effective academic instrument highlights the model’s core values of sustainability, land stewardship, and farmer relationships. Its revolutionary utility of VR expertise put the marketing campaign on the finalist checklist for the 2024 Content material Advertising and marketing Award for Greatest Use of Expertise.
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Touring the highways and byways
The Thanksgiving vacation consists of a number of the busiest journey days of the yr. Nice content material may not at all times prevent from the stress of attending to the place you’re going, however it might assist go the time in transit and remind you of the joyful experiences that await when you arrive.
Marriott: The Energy of Journey
On Thanksgiving, journey plans sometimes contain a return to acquainted areas and faces. However journeys to surprising locations are sometimes probably the most memorable — and a few may be downright transformational.
In its streaming video collection The Energy of Journey, Marriott Bonvoy explores the concept of journey as a catalyst for significant change. Every brief movie shares the story of an inspirational particular person striving to create a way of belonging and broaden folks’s horizons.
As you may count on from a journey model, the movies function beautiful pure landscapes and highlight unique places the place Marriott operates. However its concentrate on fostering group whereas removed from dwelling makes the content material collection a standout and a finalist for the Content material Advertising and marketing Award for Greatest Motivational Video or Video collection.
For instance, on their first-ever journey to Puerto Rico, Zi Donnya Piggott talks about how they based the journey platform Pink Coconuts to assist join LGBTQ+ vacationers with queer-friendly areas worldwide (video above). In one other movie, The World in a Glass, sommelier Tahiirah Habibi discusses a visit to South Africa that led her to create the primary worldwide chapter of The Hue Society, a company advocating for elevated inclusivity within the wine business.
Connecting with family and friends
Thanksgiving is a time to collect with these you care about and switch to in occasions of want. It’s additionally a reminder of how complicated human relationships may be, whether or not they manifest across the dinner desk, in entrance of the TV, or by the screens of digital units.
Peloton: Discover Your Push, Discover Your Energy
Many individuals aspire to take care of wholesome habits through the holidays, however these intentions can exit the window within the face of a Thanksgiving feast. Equally, you may vow to maintain the dialog civil throughout dinner, but a triggering matter overwhelms your resolve.
Peloton ran with the idea of pleasant household rivalries for a brand new marketing campaign to extend its attraction amongst males health fans. The video options big-name NFL stars — and real-life brothers — T.J. and J.J. Watt. The siblings convey their aggressive edge to their private exercises. Every pushes to outperform the opposite till the Peloton coach calls a timeout. Nonetheless, as they decide on the sofa to energy down, a textual content from their mom spurs them to leap again onto their machines for an additional run.
Giving again
Exhibiting gratitude is admirable. Paying it ahead by supporting these in want and contributing to the better good is even higher. Stellar content material efforts can additional these philanthropic beliefs by bringing them to life by storytelling.
Invoice and Melinda Gates Basis: Companions of Human Potential
The Invoice and Melinda Gates Basis had an consciousness drawback. Whereas the general public might have heard of the philanthropic group, few outdoors its goal checklist of teachers, policymakers, and nonprofit leaders had been accustomed to its work, mission, and affect.
To shut that data hole, the muse teamed up with the company Message Lab to create Companions of Human Potential as a part of a large-scale branding initiative. Every of the 5 full-length function articles with an accompanying sizzle reel and pictures profiles a company supported by the muse and the individuals who have benefited from its work.
The tales span the globe, from college students in New Orleans empowered to show their goals into educational and profession success to water-saving sanitation expertise in South Africa that elevated college attendance.
Along with illustrating the muse’s affect on people, the collection really shines by displaying the interconnected nature of its work. For instance, within the intro video above, a narrator describes how a novel neonatal care approach impressed by kangaroos helped considerably scale back toddler mortality charges in India and can quickly be applied worldwide.
The marketing campaign made a powerful affect on the muse’s advertising and marketing targets, in response to Message Lab. It additionally drew admiration from the 2024 Content material Advertising and marketing Award judges, who named it the winner in three classes: Greatest Function Article, Greatest Sequence of Articles, and Greatest Interview or Profile.
Cut price searching on Black Friday
Whereas some select to sleep off the carb overload after dinner, others want to get a jump-start on their vacation purchasing. For these within the latter group, entrepreneurs are standing by to assist them uncover the proper current for everybody on their checklist.
Etsy: Waldo Anthem
It’s exhausting for small retailers to compete with large marketplaces like Amazon. However Etsy steals its share of buyers’ consideration by selling its signature energy: a group of creators who craft custom-made merchandise that fulfill nearly any area of interest curiosity. This bespoke gifting experience is highlighted in Waldo Anthem, Etsy’s first advert of the 2024 vacation season.
For those who’re seeking to stand out in a crowd, there’s no higher star on your advert than Waldo — the bespectacled bloke who’s simple to identify in his signature red-and-white striped outfit. Within the video above, Wally (as he calls himself) wanders by a vacation market, smiling graciously on the buyers who spot him. But, he laments, most are extra eager about studying the place Wally is than who he’s.
As he arrives in a restaurant, a buddy, additionally wearing purple and white stripes, demonstrates she’s the exception. She presents him with a custom-made compass inscribed, “I’m glad I discovered you.” It’s a touching second that displays Etsy’s distinctive worth proposition and speaks to the ability of personalised connections — one thing content material entrepreneurs can undoubtedly relate to.
Amazon: Digital Vacation Store
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Malls had been invented as a result of folks liked the comfort of one-stop purchasing. Nonetheless, when their on-line retailer of alternative is Amazon-sized, they will browse for days and nonetheless not discover what they’re searching for.
To make its gift-buying expertise extra manageable, Amazon has launched a whimsical virtual-reality simulation of a high-end vacation emporium. The model’s Digital Vacation Store expertise options acquainted brick-and-mortar Christmas mainstays — visually interesting product shows, merry background music, and festive decorations. However as an alternative of anticipating buyers to do the usual search-and-scroll factor, Amazon has curated collections of trending merchandise organized into classes like magnificence, tech, toys, and stocking stuffers.
Guests can zip across the store and zoom in on gadgets that catch their eye. And in contrast to a bodily storefront, buyers don’t have to attend for a gross sales affiliate to reply their questions or stand in lengthy vacation strains. Clicking on a product within the digital show opens an in depth description and the flexibility so as to add it to the purchasing cart.
Discover success — irrespective of the way you outline it
From the CMI workforce to yours, we hope you discover time to chill out this vacation season so you’ll be able to return refreshed and able to create content material experiences your viewers can’t wait to dig into.
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Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute