Building brand journalism capabilities, presented by Holly Potter
Brand Journalism: Case Studies
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Brand Journalism Case Studies
Transcript of Brand Journalism: Case Studies
Brand Journalism
Case Studies
What is Brand Journalism?
Brand journalism is a PR philosophy that stimulates sharing corporate stories in a journalistic way, to engage with customers
and stakeholders.
It’s all about compelling content.
Companies need to start becoming more like publishers by having a journalistic mindset. It’s time to begin informing corporate
audiences about relevant trends and developments in the market.
Brand Journalism Case Studies
Here are a few brands that have mastered the
concept of…
brand journalism
UNIT4, a cloud-focused business software and service company, is a
strong advocate of brand journalism with storytelling in its DNA. They
introduced a corporate blog in several countries which became a
content hub that feeds all of it’s social media activities.
CHALLENGE
Finding a common ground for all blog entries and keeping content
interesting was a challenge for UNIT4 because they offer specific
software solutions for vertical industries, including healthcare,
accountancy, logistics, HR, and SME’s.
STRATEGY• The marketing team decided to closely link the topic of the
blog to their unique selling point
• Applied the “Rule of 5” when it comes to content – turning it
into a blog post, sharing it on social media, handing it to
sales department as a discussion, and including it in a
newsletter
• Software that supports the future was chosen as the central
topic of the corporate blog
RESULTS
SEO, social engagement and web traffic increased and the marketing department succeeded at creating internal brand
ambassadors with 12 business units.
Sharing Corporate Content1
Microsoft Office User
Was this a strategy for the corporate blog?
Texas Instruments Incorporated (TI) is a global semiconductor design
and manufacturing company that develops analog ICs and embedded
processors. TI creates innovations that shape the future of technology
and helps more than 10,000 customers transform the world today.
CHALLENGE
To establish a presence on social media aligned with business
objectives and keep TI’s customers informed in Europe.
STRATEGY• TI ensured that content was balanced between being
insightful, interactive, practical and engaging
• Posts offering tips and tricks about innovative products, time-
saving advice and fun facts proved to be particularly popular
• Developed social media guidelines and encouraged writers to
be fun, light-hearted and conversational, while keeping posts
accurate and properly written
RESULTS
As a technical B2B brand, TI managed to establish an online community in Europe across a range of channels in order to
engage with their main target groups.
Reaching B2B Decision-Makers2
Microsoft Office User
Challenge needs to be reworded. Doesn't seem like challenge at all.
The New Rules of Content
Learn how brand journalism can benefit your business with our eBook:
lws.co/brand2global
Audi chose to start a blog in March 2014 because it wanted to show
the company from a different perspective. Audi used blogging to give
readers and car enthusiasts a behind-the-scenes look into the industry.
CHALLENGE
The Audi blog wanted to provide journalists with a pool of ideas and
stories that could be re-told about the company. It wanted to steer
away from a corporate tone to share from a more personal perspective.
STRATEGY• Content produced from colleagues in the Audi
communication department
• Most blogs written by trainees on their experiences
• Sourced regular guest contributors and external bloggers
• Provide up-to-date coverage to maintain interest of target
audience
RESULTS
“Owned media” is currently an often quoted term in the communication industry. The Audi blog is an example of how
corporate blogs can establish their own media.
Connecting With Journalists3
Equens, a European payments processing company, needed to change
its IT systems and business processes while keeping its customers
informed and up-to-date.
CHALLENGE
Effectively communicate the message: “NOW is the time to start
preparing for the Single European Payments Area (SEPA), moving
forward organizations and individuals in the euro zone will have
the same bank account numbers and payment procedures.”
STRATEGY
A corporate blog was launched dedicated to inform customers
about SEPA. It served three basic purposes:
1. Create awareness: By making readers familiar with SEPA
2. A call to action: By convincing the target audience to get ready
3. Inspire: Share best practices from organizations leading the
journey to SEPA
RESULTS
Equens SEPA is now seen as one of the top online authorities on the subject in Europe.
Communicating With Customers4
