I quite often get asked the question of how to improve online awareness and engagement with a Brand.
Well, we all know that content is king and the first thing you need to make sure is that your content has clarity of message, distinction of idea and purpose.An effective strategy we used to put Niseko (Japanese ski area) on the global ski resort stage was to focus in on its unique features and natural attributes. It was evident that Powder Snow, Japanese Culture and Onsens (Hot Springs) were the reason why someone would visit and video was the tool of choice to create engaging stories around these selling points.
The segments we produced were high quality, entertaining, met the key points above and dressed up with sophisticated brand graphics.
We then heavily syndicated these video segments to build awareness and entice consumers back to the website where we could provide incentives to purchase. Our videos became so popular that we started to see visitors from as far as Northern Europe come to experience the amazing powder and culture.
Last winter we achieved several million views of our videos and our strategy was so effective was that our presenters became mini celebrities.
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