Content Marketing Says "I Do"

In a couple weeks one lucky couple will be getting married on a float in the Rose Parade. It's the Farmers Insurance "Love Float" - doubling as both a dream wedding in front of millions of people and a great way to connect the Farmers brand with important life changes like getting married. And social content marketing is playing a key role in promoting the whole thing.

The Campaign: social epicenter of a very public wedding

Not surprisingly, the Love Float wedding is generating a ton of social buzz. The couple themselves has been posting to Facebook, Twitter, and Instagram. The wedding photographers and videographers are posting to YouTube and other social platforms. And fans and well-wishers have been posting as well.

It's the perfect opportunity to put social content to work as part of a genuinely engaging content marketing campaign.

FeedMagnet is powering the social hub of the campaign/wedding – which was designed and masterminded by Farmers Insurance and the company's agencies, Culture Shop and RPA.

The site brings together photos, videos, and social posts from everyone involved. Some of the most compelling content comes from the photos and videos posted to the social accounts of the couple themselves:

Photos and videos can be viewed in more detail by clicking thumbnails. They can also be shared back out to the viewer's social accounts, helping spread the content on Facebook and Twitter.

Visitors can also toast the couple by posting a congratulatory message directly from the microsite to Facebook and Twitter, encouraging participation while increasing the overall reach of the campaign and driving traffic to the site.

The Strategy: why content marketing is a big win

It's gotten harder and harder for marketers to reach consumers - and consumers have gotten better at tuning out marketing messages. Brands are looking for new ways to connect with their audience. With content marketing, brands can provide content that consumers actually want, building loyalty and providing great material for brand advocates to share.

In this case, a real wedding with a real couple that people can connect with and cheer on is a much more powerful way to connect than marketing content about insurance. And it's not simply a gimmick unrelated to the value provided by Farmers Insurance.

Insurance companies play a key role in major life changes. Farmers Insurance CMO, Mike Linton, says:

"We are dedicated to serving our customers and aware of our role especially during important changes in their life whether it is getting married, moving into a new home or buying a car."

Hosting a wedding on their float in the Rose Parade is fun. It connects with consumers on a personal level. It's interesting and news-worthy as a marketing campaign. And more importantly, it connects the Farmers Insurance brand with the act of getting married.

This is the power of social content marketing. Building brand value and brand advocates while providing an experience that is memorable, fun, and doesn't feel like marketing.

Learn More in this White Paper

The Branded Social Hub Approach

Creating Optimizable Engaging Campaigns

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