Content Marketing: Paths to Success

Session with “la Caixa,” Danone, Vinicius Young and Rubicam



“When undertaking any marketing strategy, you have to focus on quality and adapt the theme to the brand’s territory,” said Rafael Esteve, president of Vinicius Young and Rubicam, who took part in the IESE Continuous Education session, “Brand, Creativity and Content,” held on the Barcelona campus March 14 and organized by the IESE Alumni Association. The event was part of the Sales-Digital Marketing Management Series.

Following opening remarks by IESE Prof. Carlos García Pont, Esteve outlined steps for embarking on a content marketing campaign: choosing a theme that adapts to the brand’s territory; editorial planning, that allows content to be shared on social networks; conversation control, and above all, impact measurement.

He also provided examples of content marketing campaigns that have had remarkable results, such as Red Bull Stratos, a strategy that he described as “historic” for its relevance and telling a unique story.

Esteve also stressed the capacity for conversation about companies on social networks, which often do not require many resources. He cited the campaign for the U.S. blender brand Blendtec, which went viral though a series of homemade videos that cost less than $100. The videos, which feature the grinding down of objects including an iPad, have boosted sales by 700 percent.

Santi Mier (PDG ’12), vice president of marketing for Danone Dairy, highlighted several recent successful campaigns. He described how a basic product – yogurt - gained differential value through the campaign, “The Ranchers,” as well as the case of Yolado, an innovative product that generated viral momentum all on its own. He also discussed the Evian campaign “Live Young,” which generated buzz around both an experience and status.

Finally, Xavier Mas (PDG ‘00), marketing director of the bank “la Caixa”, described various loyalty programs within his company, which offer products for distinct age groups through a combination of online and offline channels. Thanks to the initiative LKXA (text message short-hand for the bank’s name), “la Caixa” has gained more clients between the ages of 14 and 25 than any other bank in Spain, offering financial, social and entertainment benefits among others.

The campaign for the program clubAhora, aimed at seniors, has a strong offline focus. Yet it has managed to develop a community in which clients interact, while allowing the bank to promote discounts, identify customers’ interests, generate feedback and implement improvements. At the same time, clubAhora has fostered a feeling of belonging among its members, he said.