The essence of content marketing is that all content is precisely tailored to the audience groups. Only then do you become relevant and play a significant role. That said, as a brand, you want (or perhaps should) work from a central theme. In the case of John West: how do we make it clear that with John West (fish at its best), you can vary deliciously and easily and that it fits perfectly into an active, healthy lifestyle.
Think | the strategy
To ensure that all content, from hero to hub to hygiene, have the same message and load the same feel, we work from a central content theme. This theme breathes John West's positioning. From John West's mission statement 'Healthy living, healthy oceans,' we looked for maximum relevance for consumers and came up with:
'Whatever moves you, with John West you're going to be good!'
With this concept, we translated it into storylines for John West's different audience groups. After all, a young family finds very different things important in their lives than a senior couple. To be relevant, we literally look at what motivates each audience group and where and how John West plays a natural, logical role in that. Important here: with the introduction of Twist, John West aims to appeal to a younger user base and attract new buyers to the category.
Create | the content
With John West's positioning, a relevant content theme and a clear picture of the audience groups, we set to work translating it into content. Important and sensible: a brand campaign and product launch can go together perfectly in this.