Cedar Point, an Ohio amusement park, came up with a genius move to increase its Halloween traffic. Followers were asked to take a screenshot of a Snapchat story to catch an image of a ghost that would disappear as suddenly as it had appeared. The person could exchange the screenshot for a coupon or a small gift. Since catching the ghost was not the easiest task, users returned to the story repeatedly, which significantly increased the reach. Thanks to the simple solution, Cedar Point increased impressions by 233% and attracted over 144 thousand new users.
Cedar Point Catch-a-Ghost
A contest is one of the tools for target nursing homes email list audience traffic. But to increase the number of responses and reactions, think over the contest in such a way that the audience is interested in further interaction.
Transfer subscribers to other channels related to the brand. And, of course, publish content on these platforms that fuels interest, because retaining an audience is much more difficult than gaining one.
Taco Bell
An equally interesting example of native advertising is TacoBell. The fast food chain published its own masks for Snapchat and collected over 224 million views in a day. For the company, this was a huge result.
Taco Bell
Of course, this promotion format is not suitable for all companies, since sometimes creating a mask costs several hundred thousand dollars. Representatives of small and medium businesses cannot allocate such amounts for advertising, but this is not a reason to put an end to popular and in-demand tools.
Netflix (Cocainenomics by the Wall Street Journal)
The world-famous Netflix company collaborated with the Wall Street Journal to promote its own series Narcos, or "Barygi". Publications and texts dedicated to this topic are an excellent example of native advertising. Articles telling about the backstage of this illegal business, combined with illustrations, maps, and graphs attracted a large number of readers. Ultimately, this had a positive effect on the popularity of the series itself.
Netflix
This story is a confirmation that even the most unconventional partnership options can bring success. This type of interaction is useful for both parties, as it allows them to exchange part of the audience.
Newcastle Brown Ale (Gizmodo)
British brewer Newcastle has made a powerful move in advertising, which has made it stand out from its competitors. The manufacturer has honestly admitted that there is no money in the budget for large-scale brand promotion. This statement was supported by a series of videos about what Newcastle advertising would be like and how it would be perceived by potential customers. It turns out that they could compete with competitors, contriving and coming up with various moves, but, in fact, they won the fight without the fight itself.
Newcastle Brown Ale
Sometimes, to differentiate yourself from other companies, it is enough to simply express your position on advertising promotion. If you share commercial publications, you need to explain to subscribers why this is necessary. At the very least, creating content requires significant investment, and advertising is one of the ways to attract finance.
Xerox (The Atlantic)
Xerox teamed up with The Atlantic to highlight the topic of Growth Hacking. The companies created a website where users could learn about innovative marketing techniques that could help businesses grow exponentially. Needless to say, it was a win-win for both parties.
Xerox
You can create content based on the problems that are relevant to end consumers and the industry as a whole. Of course, most of these materials are tailored to the B2C sphere, but rest assured that the B2B sector needs quality content no less.
Ikea (The Telegraph)
In advertising promotion, Ikea has experience creating a quiz that provided recommendations on how to get a good night's sleep. The company did not focus on any specific products. The main task was to attract attention to the brand as a whole.
Ikea
Whatever industry your business belongs to, choose the optimal format that will be useful and interesting to the end consumer. This approach will help maintain the company's reputation.
A few more examples of competent native advertising
Social networks
Any popular platforms are suitable for placing native ads: VK, Facebook*, YouTube or Instagram*. Once you have decided on a social network, you need to select a community or blogger to publish the advertising message.
By the way, Instagram brings the biggest responses. Just look at the statistics of popular bloggers, for example Olga Buzova. Native advertising from famous people is expensive, but it pays off many times over.