{"id":11882,"date":"2017-05-18T14:27:36","date_gmt":"2017-05-18T14:27:36","guid":{"rendered":"http:\/\/mediashower.com\/blog\/?p=11882"},"modified":"2017-05-19T14:45:36","modified_gmt":"2017-05-19T14:45:36","slug":"content-marketing-goes-kumbaya-does-the-uniting-approach-work","status":"publish","type":"post","link":"https:\/\/www.mediashower.com\/blog\/content-marketing-goes-kumbaya-does-the-uniting-approach-work\/","title":{"rendered":"Content Marketing Goes Kumbaya: Does the Uniting Approach Work?"},"content":{"rendered":"

For some brands, content marketing has turned into what could be construed as a campfire circle with everyone holding hands, banging lap drums, playing guitar, and singing \u201cKumbaya\u201d while the fire blazes and hearts connect.<\/p>\n

Lately, a number of notable companies have been capitalizing on the increasing societal division in an attempt to connect people together and ultimately connect more people to their brands.<\/p>\n

But, is this a viable, smart marketing strategy? Or is it risky and alienating? Should you inject some \u201ckumbaya\u201d into your<\/em> strategies?<\/p>\n

Let\u2019s take a look at a few examples of brands that are \u201ckumbaya-ing” their marketing campaigns and dive into this concept in a little more detail:<\/p>\n

TV2 in Denmark Crushes Societal Divides<\/h2>\n

TV2 in Denmark shot this 3-minute video<\/a> with 80 Danes to demonstrate that even though we all come from different walks of like, we can still find a point of connection. The premise of the campaign is that we, as a society, tend to judge and label others based on their background, looks and societal status. But, this video aimed to prove that underneath what we have striven to display on the outside, we can find similarities and use them to connect at a deeper level.<\/p>\n