Estratégia e produção de conteúdo jornalístico ou branded para multiplataformas

Foi-se o tempo em que boa publicidade era apenas martelar frases de efeito. Não. Hoje, o consumidor está muito mais atento e cobra muito mais das marcas que consome.

Em 2004, o McDonalds percebeu que precisava deixar de ser visto pelos consumidores como o grande vilão que vendia BigMacs e incentivava os problemas de obesidade dos americanos. Repetir na televisão o jingle dos “dois hambúrgueres alface, queijo, molho especial...” não funcionava mais, era superficial. A ideia então foi ampliar e aprofundar a comunicação de forma que os consumidores enxergassem além dos estigmas associados à marca.

Num artigo publicado na revista AdAge, o ex-CMO do McDonald Larry Light explica como foi passar do padrão repetitivo para um padrão mais ‘jornalístico’ com a campanha “I am loving it” (Amo Muito Tudo Isso).

“Posicionamento. A ideia de empurrar ideias e impor uma palavra batida na mente dos consumidores ao redor do mundo está datada. No mundo moderno do marketing com diálogo, a antiga ideia de deter a mente do consumidor é arrogância. Ao invés de empurrar ideias, o propósito moderno é engajar ideias. Este é o chamado “brand journalism”, que tem ganhado importância neste novo fragmentado, personalizado, digital, sempre ligado mundo em que vivemos.”

A diferença do brand journalism é, sobretudo, de forma, não de valores ou de mensagem. Trata-se de construir a comunicação da mesma forma que um editor constrói uma publicação, como um site ou uma revista. Disponibilizar os mais variados conteúdos, para atender interesses diversos, tudo bem amarrado num conceito editorial claro e consistente.

E foi essa a estratégia adotada pelo McDonalds. Desde então, até um game online em que o usuário é convidado a plantar alface numa fazendinha e levar até a unidade da rede de Fast Food foi criado, dentro desses parâmetros.

Outras marcas aderiram. O conceito se ampliou para incluir todo o processo de produção de conteúdo jornalístico. A Red Bull, por exemplo, tem um site e uma revista impressa chamada Red Bulletin, que traz fotos e notícias focadas no público masculino sobre esportes radicais entre outros assuntos.

O brand journalism permite não apenas dar profundidade e personalidade às marcas, mas também possibilita que elas evoluam na percepção do consumidor. Em vez de estacionar no tempo com seus bordões, elas produzem conteúdos interessantes e que representam aquilo que está acontecendo no mundo no momento, perto das pessoas. Nas palavras do próprio Larry Light:

“Brand journalism cria histórias de marcas que evoluem. É o melhor jeito de atrair e interessar consumidores: um contínuo fluxo de conteúdo valioso, relevante, integrado e engajador – construído através de artigos, blogs, mídias sociais, eventos ao vivo e vídeos.”

A revista Forbes criou uma plataforma que permite às marcas criar conteúdo inserido diretamente no portal Forbes online. Marcadas com o nome da plataforma, BrandVoice, estas são matérias jornalísticas como quaisquer outras, mas são produzidas ou se referem ao campo de expertise das marcas que assinam a plataforma.

Seja por meio de blogs ou de uma curadoria refinada de conteúdo, brand journalism é uma tendência que reinventou o marketing e mudou também o jornalismo ao tornar mais direta e honesta a capitalização e a relação entre as marcas e o conteúdo.

Para saber mais sobre a campanha “I’m Loving it” leia o artigo na íntegra aqui

Para conhecer a BrandVoice confira esta matéria

 

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