Traditional media have accustomed communication departments to the ephemeral. Once the 30-second spot has aired, the magazine page been binned, the billboard pasted over, the investment is swallowed up and the campaign has vanished…
Communication on the Internet brings a genuine revolution on this front. Branded content can enjoy an exceptionally long life, and a profitability beyond comparison with classic media.
The longevity of branded content depends on 3 conditions: the programme must be intelligently designed, well produced, and relevant to its target audience. When those are met, its lifespan can be counted no longer in days, but in years!
Online since 2005…
The La Poste-Maileva saga has been online since 2005, one click away from the home page of Maileva.com.
Originally, these 4 advertising cartoons were commissioned for a massive e-mail marketing campaign aimed at a B2B audience. Their success was such that, 10 years later, they still had not left the site, playfully demonstrating the purpose of Maileva’s services to every new visitor.
You can watch the client testimonial of Maileva’s marketing director at the time, Alain Gosset, who gives a full assessment of the viral marketing operation he initiated, by clicking this link.
The FastBooking saga – 7 years of happiness…
The 3TOON studio’s first client, the software publisher FastBooking, is also one of those who benefited the longest from the programmes it commissioned. The 3-episode animated saga was in service for 7 years, acting as a sales tool for FastBooking’s sales teams.
After a lightning start during an e-mail marketing campaign that truly launched the start-up’s sales, the films went on explaining the service offered to the hoteliers the software is designed for, throughout the spectacular growth of this company, today flourishing and active internationally.
Only when FastBooking’s offer had finally evolved too far did the company resolve to retire its 3-episode saga — after all of 7 years of good and loyal service.
You can watch the client testimonial of FastBooking’s Vice-President, marketing, Jean-Louis Boss, who gives a full assessment of the e-mail marketing campaign that gave the start-up’s business its real boost, thanks to the animated trilogy produced by 3TOON, by clicking this link.
SBM (the Société des Bains de Mer): 6 years in the spotlight!
Commissioned in 2000 by the city of Monaco to promote its facilities hosting the most prestigious seminars on the planet, the cartoon “Seminar Operation” welcomed visitors to the MonteCarloMeeting.com home page for 6 years (in French and English versions).
Here too, this long period of use followed a major e-mail marketing campaign during which the animation had proved its effectiveness.
These three examples, among others, illustrate the fundamental difference between online and offline communication. When online branded content is designed with a strong link to the brand, it can enjoy a longevity out of all proportion with other forms of communication — and, with it, a return on investment that verges on the “jackpot” when the public is won over and the programme lives on for years.
You can watch the client testimonial of SBM’s marketing director (at the time), Bruno Mercadal, who gives a full assessment of this e-mail marketing campaign presenting to executives worldwide the advantages of holding conferences in the luxurious setting of the Principality of Monaco — including the most beautiful spa in Europe.
