Inauthenticity carries heavy connotations in 2021.
Before social media, advertising departments grasped the reins of society by telling consumers which trends were hot and which were in flux. TV commercials dictated our daily conversations and flipping through ad-stacked magazines was a lesson in visual commercial appeal. Paid-for content was manufactured, glossy and calculated — and customers ate it up.
Today, brands and consumers function differently. It’s no longer just about the face of a company, but about the beliefs and the authenticity behind it. Celebrities can no longer endorse something that isn’t part of their personal mission without dedicated fans sniffing out the marketing facade beneath the surface. Products can, and should, make a difference. You might find yourself asking, “Isn’t that a big demand for companies to put into an ad campaign?”
Enter branded content.
“Branded content is a powerful strategy we use to capture our company’s humanity, goals and core values,” said Sara Schlect, strategic development marketing manager at Leyton. “It provides an opportunity for us to generate conversation, build brand affinity and most importantly instill trust with our consumers in a non-invasive manner.”
Built In Boston caught up with Schlect to learn more about how Leyton is driving the possibilities of branded content forward and extending their emotional connections to an even greater audience in 2022.
From a marketer’s perspective, what are the key strengths and weaknesses of using branded content as part of a campaign?
When creating branded content, you must be cautious of negative brand associations. If a brand is affiliated with content that a consumer perceives as unfavorable, these feelings can transfer over and your brand may no longer be well-received. Before launching any branded content campaign, it is critical to understand your audience.
When consumers feel emotionally connected to a brand, there is less of a need to persuade them to buy or work with you.”
Give an example of a story you’ve been able to tell using branded content.
Leyton has built a strong presence within the sailing community, embarking on races globally. Through this sport, Leyton demonstrates trust, teamwork and innovation.
The global pandemic was a trying time for millions around the world, and Leyton employees had a unique opportunity to thank those who helped make a significant impact during this time. We asked over 200 employees to identify their everyday heroes. There is now a sail aboard the Leyton Multi50 sailboat dedicated to them, recognizing each of their names.
We’re more than a tax consultancy — we’re humans and we care about the connection we have between our company, clients, partners and employees.
What are the keys to a successful branded content campaign?
Rather than leading with your product or service, focus on creating a memorable brand. Use consumer insights to develop authentic messaging that will align with your customers’ values, attitudes and beliefs. This will help generate content that resonates on a deeper level. When consumers feel emotionally connected to a brand, there is less of a need to persuade them to buy or work with you. Ultimately, the lasting impression you leave on the consumer is what matters most.
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