Our content piece on Johnson & Johnson's rebrand, initially aimed at the CPG market, gained attention from multiple publishers. We offered a balanced agency perspective, examining both the positives and negatives, and questioning the rebrand's effectiveness. This piece stood out for its thoughtful yet honest approach. Echoing common opinions often goes unnoticed, but presenting a unique viewpoint or a contrasting opinion can significantly highlight your content.
We are in the jewelry business and looked to figure out ways for us to stand out. We decided to do videos on a unique part of our business, gem cutting. These educational videos were posted to Youtube and we shared them on Reddit. The first one we did went viral, which featured a gemstone that looks like Kryptonite, and now has over 6,700,000 views: https://www.youtube.com/watch?v=E3qR8eOC4Qk. We just used some free video editing software and an iPhone. A few days after this happened, a local newspaper picked up on it as well, and published the story to the front page. All this happened from one video.
It was an award press release. We created this press release for Unifonic, highlighting their recognition as a great place to work by a reputable authority. It also showcased their achievements, including international expansion, and reiterated the benefits of their services to customers. The key to its success was the combination of a credible award, a compelling story, and a clear demonstration of the company's expertise. It resonated because it celebrated a genuine achievement that mattered to both the media and the audience, showcasing the company's positive impact.
A particularly striking example from my experience at CodeDesign was when we produced an interactive digital report on consumer behavior changes during the COVID-19 pandemic. This piece of content received unexpected and significant earned media attention, which was both surprising and enlightening. The report was a comprehensive analysis of how consumer behaviors and preferences shifted during the pandemic, particularly in the e-commerce sector. It included data-driven insights, infographics, and expert commentary. What made this report stand out was its timely relevance and the depth of its analysis. It provided real-time data during a period of global uncertainty, offering valuable information not just for businesses in e-commerce, but for a wide range of industries impacted by the pandemic. The reason this report resonated so profoundly and garnered extensive media attention, I believe, was its immediate relevance to a pressing global issue. Journalists and content creators were seeking concrete data and expert insights to understand and communicate the impact of the pandemic on consumer behavior. Our report filled this gap by providing fresh, detailed, and actionable insights.
Today's content strategy is more video-based than ever before. As a Gen X business owner, what people will watch still surprises me. In fact, my most engaged-with content isn't a labored blog post or data-driven infographic; it's a livestream of my daily work. Turns out, people are interested is seeing behind-the-scenes of all kinds of jobs. And, in the recruiting industry, that's especially true. Candidates watch because they want to learn tips and tricks before embarking on their own job hunt. Watching me interact with clients and hiring managers gives good insight into how selections are made from a pool of competitive talent; insights people can use to land their own dream job. Rob Reeves CEO & President, Redfish Technology https://www.redfishtech.com/fintech-recruiting/
The viral sensation was not our flashy new ad campaign or celebrity spokesperson; it was a humble blog post titled "From Warehouse Woes to Workflow Wonders: I poured my heart into it, sharing the logistical nightmares that almost sank our early days and the practical tweaks that saved us. It was not glamorous, but it resonated. From garage startups to established brands, they shared and commented like crazy. Behind the glossy storefronts, we battle similar demons: inventory chaos, shipping snafus, and the constant hunt for efficiency. We tapped into a need for authenticity, knowing we were not alone in the trenches. It was not just clicks and shares; it was a community rallying, offering tips, and commiserating. That post was not about our brand; it was about the shared struggle and joy of building something. And that, I believe, is why it truly resonated.