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Branded Content Leverages Young Love To Sell Ice Cream
Taking a page from Greece’s Lacta Chocolate, Cornetto, a Unilever-owned European ice cream company, is out with the second episode of its Cupidity series, a collection of online films that explore young love.
This most recent chapter, entitled Travellers, takes a look at a young man and a young woman and their missed connection. It’s an exploration of two differing viewpoints on traveling the path on one’s life, for whom you are traveling that path and why you might want to leave room to re-evaluate that path from time to time.
The film was shot last fall in southern Italy and it drips every last bit of dreamy charm you might expect from a love story set in Europe.
Lacta’s original Love at First Site, created by OgilvyOne, was very successful, spawned many follow on stories, was supported by a Facebook campaign that made the brand’s page become the most popular page in Greece and, most importantly, increased sales 9% amidst an -8% category drop.
While this Cornetto work is too new for case study stats, ever since BMW Films, brand have found success with long form branded content of this type. If it’s well done, if it’s entertaining, if it’s engaging… it’ll ultimately deliver.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.