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How to Use Content as a Conversation Starter

Hellmann’s has led the way in branded entertainment–here’s how they did it

How to Use Content as a Conversation Starter
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In celebration of its 100th birthday, Hellmann’s is launching its most aggressive content program ever. They’re drawing on their history of pushing the boundaries of digital content in order to do it right.

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In a three-part video series, Brian Orlando, Marketing Director Dressings U.S. Hellmann’s, and Doug Scott, President of OgilvyEntertainment, discuss how Hellmann’s approach to digital content has evolved right along with the web itself. Storytelling is a crucial ingredient in a digital content strategy, and, in this first episode, Brian and Doug delve into the importance of finding a narrative that is relevant to consumers and connecting that to a truth about the brand.

[Speech Bubbles: Mark Heider via Shutterstock]