This week, we speak about a well-known drummer who thrilled a YouTube phenom (and the remainder of us) with customized content material, a nationwide pharmacy that is aware of that the way you look is essential too once you’re battling most cancers, and a cheeky clothes model that tells unifying tales of makers, from a pastry chef to a chainsaw artist.
Let’s get going.

Grabbing the sticks for the last word personalization
WHO: Dave Grohl, Foo Fighters founder, and drumming phenom Nandi Bushell
WHAT: When 10-year-old YouTube star Nandi Bushell challenged Foo Fighters’ Dave Grohl to a drum-off, he accepted – and she received. Then the previous Nirvana drummer took it one step additional. For Round 2, he wrote and carried out an authentic tune about Nandi. Though her movies drumming with different stars have reached lots of of 1000’s of views, the Dave Grohl second-round problem video – with Nandi’s response – already has earned over 740,000 views because it debuted Sept. 14.

WHERE: Nandi Bushell YouTube channel; shared on social media and talked about on this article on Mashable.
WHY IT MATTERS: Nandi has had her YouTube channel for the reason that age of 6. She has attracted world media consideration and drummed with well-known names like Lenny Kravitz. So Dave Grohl might merely have been simply one other video on her web page. Instead, he created an unforgettable expertise for this younger drummer who’s “been there, done that” lots. And all of us get to expertise it with them.
[email protected] Dave Grohl created an unforgettable expertise for @Nandi_Bushell, and we get to expertise it along with her, says @jeremybednarski by way of @CMIContent. #UGC #WeeklyWrap Click To Tweet
Though writing an authentic tune for a fan of your model is probably not possible or logical given your voice, you actually can take an additional step in responding to user-generated content material with greater than a “thanks.” Be inventive and sing exterior the field.
HOW IT WAS DISCOVERED: Jeremy Bednarski of Rockified Marketing shared this discover and the takeaway.
HANDPICKED RELATED CONTENT: User-Generated Content: Let Your Fans Do Content Creation Work for You
Making content material prepared for battle
WHO: Walgreens
WHAT: Walgreens created a Battle Beautifully marketing campaign for its Feel More Like You companies that join folks present process most cancers remedy with specifically skilled pharmacy and magnificence consultants who may also help them handle the unwanted side effects. Walgreens goes past the in-store connection by making the web page a content material hub for articles crammed with suggestions and recommendation, and a podcast. The five-episode first season of Feel More Like You was hosted by Caitlin Kiernan, a most cancers survivor and writer of Pretty Sick: The Beauty Guide for Women with Cancer. According to the positioning, Season 2 is coming quickly.
WHERE: Walgreens Battle Beautifully content material hub 
By increasing in-store service to an internet content material hub and podcast, Walgreens is usually a useful resource for a lot of extra folks battling most cancers.
@Walgreens expanded in-store service with an internet content material hub for #BattleBeautifully marketing campaign. @MoninaW by way of @CMIContent #WeeklyWrap Click To Tweet
Another word – once you commit your sources to develop a content material hub for a audience, it’s best to work carefully with the net staff to verify it’s promoted and straightforward to search out within the navigation. Otherwise, the affect received’t be that nice. 
Monina Wagner, CMI’s group supervisor, realized in regards to the marketing campaign throughout a presentation from Vineet Mehra, world chief advertising and marketing officer of Walgreen Boost Alliance, at Brandweek 2020 earlier this month.


Creating with the makers in their very own voices
WHO: Dickies, a clothes and equipment model 
WHAT: In its first-ever world multimedia marketing campaign, Dickies tells the tales of 24 makers, from a chainsaw artist and a pastry chef to a hatmaker and a barber. All are, because the marketing campaign identify says, United by Dickies.

Each maker’s story features a quick video and an article with highly effective pictures.
WHERE: United by Dickies
 WHY IT MATTERS: There’s worth in letting your prospects inform their tales, clarify their passions, and join their identify and work to your model. Dickies neatly lets the makers do the speaking. Though Dickies merchandise aren’t featured in the primary content material, they’re worn by the makers and promoted in a sidebar on the web page. It’s additionally a very good reminder in regards to the worth of proofreading. Carol Ann’s identify is spelled with “Anne” and “Ann.” Our eagle-eyed proofreader, Lisa Higgs, caught the error and did the work to know Carol Ann is the proper spelling.
[email protected] neatly lets its makers do the speaking, says @joderama by way of @CMIContent. #UnitedbyDickies #WeeklyWrap Click To Tweet
HOW IT WAS DISCOVERED: Jodi Harris, editor-in-chief of CCO, shared her ideas after discovering out in regards to the marketing campaign by way of a information launch.


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Cover picture by Joseph Kalinowski/Content Marketing Institute

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