These stories generate expectations for all the brand's

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Normalmente son vídeos que cuentan historias de personas alineadas con el espíritu de la marca barcelonesa basadas en el concepto “Mediterráneamente”. followers every summer, and thus create awareness and visibility. Estrella Damm manages to get consumers to associate its product with these stories and make it much more appealing. The short film I have chosen as an example is from last summer, and it shows the story of two characters enjoying the Mediterranean lifestyle. 5. Birkenstock and its first documentary with The New York Times Birkenstock teamed up with The New York Times’ T Brand Studio to launch its first marketing campaign.


Their idea was to create the netherlands consumer phone number list documentary ‘Ugly for a Reason’, split into three parts, telling the story of the human foot and orthopaedic science. This initiative aimed to raise awareness among consumers around the world about the importance of foot health and the role footwear plays in maintaining it, and, on the other hand, justify the “ugliness” of its shoes (Birkenstock puts health and sustainability ahead of the aesthetics of its footwear). Oliver Reichert, CEO of the Birkenstock Group, said: “Foot health is at the heart of everything we do at Birkenstock.” This campaign has been developed to educate consumers about the wonders of the foot.



example-branded-content-birkenstockSource: Birkenstock All in all, this is another clear example of branded content helping Birkenstock gain a stronger position in the market by linking its products to a stronger sense of purpose. Is branded content only for large companies? The 4 examples I have given are from large companies, but that does not mean that branded content is exclusive to them. Any SME or self-employed person can also create branded content for their products or services simply by having a blog or a website. The four strategies of Red Bull, Coca-Cola, Kit Kat and Estrella Damm can be replicated on a small scale.