As a content marketer, you’re regularly asked to give more to benefit your brand. But on Thanksgiving Day in the United States, you get to ask for more – turkey, stuffing, and cranberry sauce.
Sharing a meal with your family and friends or just relaxing and recharging your creative energies is a gift worthy of gratitude. To honor that, I’ve gathered outstanding content marketing examples that capture the essence of this holiday.
Some have been recognized as winners and top finalists at this year’s Content Marketing Awards. All are worth digging into.
Sharing a meal
Whether your plans involve a big family dinner, dining out, or a chill friends-giving potluck, food is a big focus for this holiday. To whet people’s appetites, marketers have put a bounty of tasty content tidbits on the table that can satisfy even the pickiest palates.
Aviation Gin – Negroni Week
If you wonder what sports team owner, social media spokes-star, and Marvel superhero Ryan Reynolds can’t do, here’s your answer: Stomach the world’s obsession with pumpkin spice.
In this hilarious Instagram video, Aviation Gin followers can practically taste the pitchman’s disdain for the unofficial flavor of fall. If the bleeped profanity spilling from Ryan’s mouth leaves a bad taste in viewers’ mouths, they can wash it away with his Aviation-based Negroni cocktail recipe. Pumpkin devotees offended by his spicy take might want to stick around to the end of the video for Ryan’s reluctant apology.
Hellmann’s – The Vegans
@b1gdee#stitch with @Jamie Milne To say I’m honoured to win The Vegans best original lunch dish would be an understatement #TheVeganAwards#HellmannsCanadaPartner#greenscreen#veganfood#plantbased#vegantiktok#veganfoodinspiration♬ original sound – Big D
Speaking of controversial tastes, people who prefer plant-based foods have often felt left out, mocked, or downright bullied, especially during this turkey-centric holiday.
To promote its line of vegan salad dressings, Hellmann’s Canada offset that hate with a grand gesture of love. The result is The Vegans – the world’s first award show exclusively on TikTok. Ironically, the award show won Best Use of Social Media in this year’s Content Marketing Awards.
For a month, the brand selected foodie micro-influencers to create mouth-watering recipes with Hellmann’s vegan dressings as the hero product. The entrants posted their recipe videos to TikTok and encouraged viewers to vote for their favorites.
Then, Hellmann’s brought on high-profile influencer Jamie Milne (@everything_delish) to host an awards show on the platform, where winners showed off their trophies and gave acceptance speeches.
A Hellmann’s representative says the company was fully satisfied with the effort’s marketing impact: The micro-influencers’ videos garnered more than 17 million views, delivered a 7.5% engagement rate on organic content, and drove a 22% increase in #vegan searches on TikTok within Canada. Most importantly, the initiative increased the brand’s share in the fast-growing plant-based foods category.
Taking the turkey to-go
Traveling on Thanksgiving can feel like the launchpad for an eagerly awaited experience or a necessary evil that tests patience and sanity. Either way, travel and hospitality brands, such as Marriott, are on standby to share content filled with ideas to make your journeys as enjoyable as possible…Read More