Ten rules for effective branded content: Experience from Skype

Shana Pearlman, Nadina Guglielmetti and Emily Listfield

Journal of Brand Strategy, 2014, vol. 3, issue 1, 12-17

Abstract: ‘Branded content’ is the phrase du jour. Everyone, from global ad agencies to nascent bloggers, is jumping on the bandwagon. The upside is clear. Creative and strategically placed content can heighten brand awareness, spark consideration, amuse and generate brand love. There is a but, of course. Branded content only works if it is used properly. It is vital to have the right message for the right audience to reach the right goals. This involves a three-step process — strategise, create and amplify. We call it the power of SCA. Implementing SCA, Skype made a strategic decision to change the conversation from tech talk and product updates to user stories that highlight how Skype enables deep emotional connections with friends and loved ones. The brand partnered with Kaplow Communications in order to leverage branded content to amplify that message. By sharing users’ moving stories, consumers learned about the many everyday uses of Skype — and Skype's main business metrics skyrocketed. This paper shares the ten rules of the road to make SCA work.

Keywords: branded content; content strategy; native advertising (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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