Can throwing a beautiful birthday party increase revenue for a local branded content initiative? The team from Localish proves that it can! Tying their unique brand into an event focused on sales team and advertiser education, highlights the best parts of Localish, while gracefully showing off their strategy and their success.
Background on the Branded Content Project:
The Branded Content Project, funded by the Facebook Journalism Project in partnership with Local Media Association and Local Media Consortium, has challenged the project alpha group to create large action plans and take giant leaps toward new revenue possibilities with branded content.
The seven teams have jumped into enormous initiatives and are seeing the first round of results come in with exciting success. Graham Media Group’s Taking Off initiative was our first feature; our second was The Dallas Morning News and their FWD > DFW initiative; our third was Shaw Media and their work toward improving reporting for advertisers; our fourth is WRAL’s multiple branded content initiatives and their efforts toward a re-branding campaign that will grow revenue, advertisers, awareness and help educate along the way; our fifth is Creative Lab @McClatchy’s use of events to educate advertisers and account executives. The sixth feature focuses on a uniquely branded event hosted by Localish, a content series from the ABC Owned Television Stations, which highlights the good in American cities.
What is Localish? According to their page housed within ABC.com, Localish introduces audiences to “Good food. Good people. Good living. Localish is all about bringing out the good in America’s cities. Our locally-sourced stories transcend city limits so you can live like a local wherever you go.”
Jennifer Mitchell, senior vice president of content development for the ABC Owned Television Stations and Localish, explains the branded content strategy behind Localish. “The ABC Owned Television Stations have worked to integrate branded content into our larger multi-platform sales strategy, offering clients a range of opportunities from sponsorship of existing verticals and series, to fully custom content integrations. The strength of our broadcast brands serves as a megaphone to amplify digital-first initiatives, offering clients the opportunity to connect with audiences on all screens and platforms. OTV’s new Localish brand has opened up additional opportunities to connect with new audiences and new advertisers with its digital-first perspective and fresh narrative style.”
The power of Localish comes from the stories about the communities around all of us. Their voice is authentic and youthful and reaches national audiences across platforms while creating a brand-safe environment for advertisers.
Michael Koenigs, executive producer for Localish, explains the unique connection between telling stories and building sales relationships. “We’re focused on experiential marketing as a way to build sales relationships and drive revenue growth. Since Localish is such a new brand and we’re telling stories in ways that feel distinctly different from traditional broadcast products, the more we can do to expose buyers to who we are, the better. We believe that letting potential clients immerse themselves in the world of Localish and getting to know our creators will help them see all the possibilities for ways to align their brands with ours.”
Advertisers have the opportunity to join specific content inside the Localish overarching brand. Secretly Awesome, Glam Lab, More in Common, Bite Size and Out of Office are just a few of the focused content areas that live inside Localish.
The results for businesses that align themselves with Localish content and become part of that content are impressive. The reason for advertiser success comes back to the storytelling. One of the corporate sponsors for the “Secretly Awesome” series was a small business insurance company called Hiscox. Hiscox sponsored multiple segments about small, local businesses like the 15-year-old “Sauce Boss” and “Luffa Gardens” generating massive views of the segments which created brand awareness and significant sales for those businesses.
Branded content and content marketing have been successful avenues for Localish for multiple reasons according to Mitchell, “as the digital media landscape evolves, organizations can no longer rely on conventional media buys as the sole source of digital revenue. Additionally, media-savvy, younger audiences are seeking out “authentic” experiences and have shifting expectations around conventional advertising. Branded content creates the opportunity for advertisers to connect with that audience in a way that speaks to their interest and worldview.”
Erin Albertson, digital sales manager for Localish and Disney Ad Sales, explains the benefits for advertisers, “We want to give our brand partners the ability to align with Localish through multiple avenues when it comes to content. Whether it be sponsoring any of our franchise video series, customizing their brand message and attributes within any of our current series, developing new programming, or aligning with the many tentpoles and brands within the Disney Advertising Sales umbrella. The goal is to partner with advertisers to hit key audiences in a unique and authentic way.”
Koenigs also sees potential in the future, “Localish is at a really exciting point for our brand. We’ve hit 200 million lifetime video views across platforms and have almost 400,000 social fans across Facebook, Instagram, Twitter, and YouTube.We celebrated our first anniversary and we’re looking ahead to what we want to accomplish in Year 2. We’re close to launching a few new series (some of which already have been sponsored!) and starting to look more at long-form content on linear platforms and YouTube.”