Key takeaways from the panel discussion:
- Boehringer Ingelheim uses native in a different way that consumers may not be thinking of the brand. They found that just doing an ad will not resonate with the consumer.
- Boehringer Ingelheim wants ideas from their native/branded content partners that fit with their brand message (aligns with the stories told in advertising and elsewhere) and unique to the brand essence (not a generic story that can be also pitched to competitors).
- Meredith approached Boehringer Ingelheim with a custom approach for NexGard (flea and tick control for dogs). Meredith created a highly successful native/branded content for NexGard focused on puppies. For their brand Frontline, also in the pet medicine category, but with 90% awareness), Meredith crafted an idea that tapped into the playful side of the brand, instead of talking about what the brand does. When they tested the creatives for Frontline, the humor had the largest resonance.
Marla Newman – SVP, Digital Sales, Meredith Corporation; DJ Perera – Director, US Consumer Marketing, Boehringer Ingelheim
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