Branded Content Analysis: Zoe for President
I love my local YMCA, so I’ll admit I’m partial to any marketing campaign the Y might do. My family and I spend a ton of time at our Y, swimming, working out, and dancing. When I saw an ad promoting a content marketing landing page for the Zoe For President campaign with the Y logo in the corner, I had to click.
‘Tis the season for the race to the general election, and the Y’s campaign theme couldn’t be better. Many voters are dismayed by their major party choices for President this year, so the YMCA has presented an adorable toddler named Zoe as their third-party candidate. Sort of.
What I See and Hear
At the top of the page, there’s a video featuring Zoe, narrated by a voice who sounds not unlike President Obama. He tells us that if Zoe is nurtured optimally, she has the potential to be a President someday.
The imagery is appealing, thanks to Zoe’s incredible cuteness. Zoe embodies our future, a future created by children raised at the Y who grow up to be our best and brightest citizens.
What’s the Point?
The campaign is designed to drive donations to the YMCA. It’s perfect balance of lightheartedness and seriousness strikes a chord. My takeaway is that the Y has found a relevant way to ask for money during a season when actual candidates are shilling for our dollars.
The landing page also provides an eNews sign-up. Good thinking! Even if you aren’t prepared to donate to the Y today, the Y wants more opportunities to reach out to you. By collecting your email address,
What I Think
The Y’s marketing budget for this campaign is well-spent. I’m a big believer in content marketing, but it has to be good. This campaign is memorable and fresh.
Companies developing a content marketing plan would do well to consider the Zoe For President campaign elements:
*Timely and relevant
*High-quality photos, video, and copy
*Call to action