What content marketing lessons can we learn from Michelin and Van Damme

What content marketing lessons can we learn from Michelin and Van Damme
SHARE
THIS



In 1900, French tyre manufacturers, the Michelin brothers, created a brilliant piece of content marketing. Even though fewer than 3000 cars were on the road in France at the time, they launched a free guide for motorists in an effort to boost the demand for cars and therefore tyres.

Of course, the annual publication containing maps, instructions for tyre repair and lists of car mechanics has since morphed into the best-known hotel and restaurant guide in Europe, the Michelin Guide. No longer free, the guide awards sought-after Michelin stars, which can make or break a restaurant. According to some restaurateurs, “Michelin is the only guide that counts”.

To what extent the guide was actually responsible for the rapid growth of the automobile and tyre industry is hard to gauge, but it was indisputably one mightily inspired campaign and one any clever marketing manager should strive to match.

These days the guide would be labelled ‘content marketing’ – aka ‘guest content’, ‘branded content’ or a number of alternative epithets, which seek to define content that grows the relationship with potential customers rather than merely advertising to them.  An excellent modern-day example is Volvo’s video of Jean-Claude Van Damme, which attracted 50 million hits in one week in November last year.

If there’s anyone left in the world who hasn’t yet seen the death-defying physical stunt by 53 year-old Van Damme (and apparently he did perform the stunt himself) it’s a must-see. It surprises; it amazes; it compels the viewer to watch it till the end. And it’s short.

And if I stop to think about it, I have to admit my view of Volvo has ever so subtly changed for the better.

So for those considering the content marketing option, ask yourself these questions when thinking about what that content will be:

  •  What do you want the viewer/user to feel when they see it?
  •  Does it truly add value, whether in the form of delight, need-to-know facts, or a good belly laugh?
  •  Would you choose to view/read this content over another favourite activity?

In other words, stodgy and boring content simply isn’t going to cut it, however worthy it might be. Content marketing is a great opportunity to connect to an audience. It’s not magic. Use the opportunity wisely.

Please login with linkedin to comment

Latest News

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Sportsbet Spoofs The World Cup’s VAR In Witty New Spot
  • Campaigns

Sportsbet Spoofs The World Cup’s VAR In Witty New Spot

Those scallywags over at Sportsbet have released a new social media campaign, this time having a dig at the World Cup’s controversial Video Assistant Referee (VAR) system. The ad imagines VAR as a bloke at a couple’s engagement party, forced to tell the truth on awkward moments. It’s the work of Sportsbet’s own in-house creative team and, like many of the brand’s […]

by B&T Magazine

B&T Magazine
Storyation Finalist For Global Content Marketing Agency Of The Year
  • Marketing

Storyation Finalist For Global Content Marketing Agency Of The Year

Sydney content marketing agency Storyation has been named a finalist for global Content Marketing Agency of the Year in the Content Marketing Association Awards in the US.  The only Australian agency on the short-list, Storyation was founded by two former Fairfax Media executives Lauren Quaintance (right in photo) and Mimi Cullen (left) and its clients include Tourism […]

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular
  • Marketing

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular

Jaden Social has been awarded the tender to handle integrated marketing for the NSW Schools Spectacular. The agreement will see Jaden Social manage marketing, media, digital and social across the 2018 to 2020 productions of Schools Spectacular, held at Qudos Bank Arena in November. Jaden Social underwent a competitive pitch to secure the account, in […]

APD Australia Appoints New Head Of Digital Product & Strategy
  • Marketing
  • Technology

APD Australia Appoints New Head Of Digital Product & Strategy

Digital transformation business APD has announced the appointment of Chris Butterworth as its Australian head of digital product and strategy. Based in Melbourne, Butterworth (pictured above) will be responsible for building on APD’s owned media team, growing its range of services and developing cross-channel products. Butterworth joins APD from Reprise Digital, where he was most […]

Apparent Appoints Joint Creative Directors From Within
  • Marketing

Apparent Appoints Joint Creative Directors From Within

Customer engagement agency Apparent has promoted Michelle Turchini and Simon Bloomfield to the newly created roles of joint creative directors, following strong business growth. Over the past 12 months, the independent Sydney agency has increased its staff to more than 60 people and moved into larger offices off the back of new and organic business […]

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign
  • Advertising
  • Campaigns
  • Marketing

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign

Targus Australia New Zealand has today unveiled its first-ever out-of-home media campaign to show off the brand’s fresh look and reinvigorated proposition. Showcasing how Targus connects people and technology, the campaign has been developed by the local arm of international independent brand design agency SomeOne, alongside a media strategy developed in collaboration with Sydney-based agency […]

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth
  • Advertising
  • Campaigns

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth

Last year, Bedshed commissioned a nationwide survey asking people right across the country what they get up to in the privacy of their bedrooms. It then gathered all the personal revelations together into a report, and now they’re sharing those details with everyone in Australia. The Bedroom Report reveals everything from our favourite sleeping positions […]

MediaMath Secures $US225 Million In New Funding
  • Advertising
  • Technology

MediaMath Secures $US225 Million In New Funding

Programmatic advertising player MediaMath has announced an integrated set of initiatives designed to advance the next generation architecture for digital marketing. The company is unveiling a range of investments in technology, people and relationships, as well as US$225 million in new financing, to accelerate its mission to connect marketers with consumers in a manner that […]

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing
  • Marketing

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing

Co-working space company Christie Spaces has announced the appointment of The Wired Agency as its new digital marketing agency in Australia. Tasked with maximising campaign performance through their trademarked hyper-segmentation and hyper-optimisation techniques, The Wired Agency will be leading search advertising, display advertising, and SEO for Christie Spaces. The company exists to provide a space […]

Realestate.com.au & Mazda Unveil Property Construction Video Series
  • Marketing
  • Media

Realestate.com.au & Mazda Unveil Property Construction Video Series

Property website realestate.com.au has launched a video series showcasing the trials and tribulations of an epic demolition and transformation by interior stylist and well-known Instagrammer Catherine Hegarty. The Heraghty family bulldozed their quaint weatherboard in Sydney to make way for a duplex, which will be the focus of the 2 in Twelve series, which you […]

Jimmy Brings & Spotify Curate Limited Edition Wine & Music Pairings Via Eleven
  • Campaigns
  • Marketing

Jimmy Brings & Spotify Curate Limited Edition Wine & Music Pairings Via Eleven

Eleven has worked with alcohol delivery service Jimmy Brings and Spotify to launch three limited edition wines that marry perfectly with music. The Songmelier Edition range features an Australian sparkling, sauvignon blanc and reserve shiraz, each paired with a Spotify playlist accessible via a code on the label. Wine lovers can simply scan the code […]

IPG’s 303 MullenLowe Appoints WA Creative Duo
  • Advertising

IPG’s 303 MullenLowe Appoints WA Creative Duo

Interpublic Group’s 303 MullenLowe has announced the appointment of Western Australian creatives Melita Masters and Bianca Galan-Dwyer to its team. Masters (pictured above, left) and Galan-Dwyer (pictured above, right) joined forces in 2016 at The Brand Agency, quickly establishing themselves as a first-rate creative duo with their multi-award-winning campaign ‘Let’s Thursday Like We Friday’ for the […]

Top Marketers Join Forces To Explore Best Practice
  • Marketing

Top Marketers Join Forces To Explore Best Practice

Some of Sydney’s top senior marketers have banded together to form a council that aims to develop best practice around launch marketing. The Launch Marketing Council (LMC) is an initiative by global independent launch agency Five by Five and will meet twice a year to share experiences around various launch marketing topics. The panel is […]

My Top Takeaways From Programmatic Week
  • Advertising
  • Marketing
  • Opinion

My Top Takeaways From Programmatic Week

In this guest post, Amnet MD Indy Khabra (pictured above) shares his top takeouts from Programmatic Week – a week dedicated to educating Dentsu Aegis Network staff on the very latest innovation and changes to the industry. The speed of technological disruption is accelerating. Keeping on top of the latest developments is challenging – even […]

Opinion

by B&T Magazine

B&T Magazine
?????????????????????????
  • Advertising

Study: Programmatic Advertising Expenditure On Aussie Travel Audiences Soars

Expenditure on programmatic advertising campaigns targeting Australian travel audiences grew by a massive 140 per cent year on year in 2017, according to new analysis by Eyeota. Eyeota’s new Eye On: Travel report details consumer insights and trends for travel, as well as overall audience data expenditure growth. The report shows that advertisers have evolved […]