One of the most inspiring content marketing campaigns I’ve seen so far this summer is the Can and Will campaign from Land Rover. It’s a series of videos released on a regular basis about people who’ve shown courage, grit and determination to achieve something amazing, qualities that Land Rover have identified in the persona’s of their customers and have chosen as a focus to speak to.
From the soldier in Afghanistan who fought to save his leg after a roadside bomb blew him up, but lost his fight (then subsequently found a new life that took him to new heights) to the orginal silver surfer that’s hitting the Cornish Waves in her 70’s, all the stories feature the essence and drive that most aspiring Land Rover owners will connect with.
It’s a fantasticly focused and well defined campaign that will plant the seed of certainty in existing vehicle owners of the brand that they made the right choice, and also instill the seed of aspiration into those building their entrepreneurial fortunes, cementing the idea that the brand is championing them on their quest to success.
When you’re watching the campaign videos over the next few months as they’re released, think about how you could connect with your business’ audience by targeting your content marketing towards the very essence of what your customers stand for. It can make for deep connections that will last a lifetime.
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