Hannah Cersell

Vogue never loses sight of who they are while creating the most modern digital forms of content. Shareable Q & A’s is online micro-content boosting awareness and encouraging their audience to buy it. I love taking a risk (appropriately) with content to discover what makes the audience tick. Consumers seem invested in the brand.

Hannah! I could not agree more. Vogue gets it. Know. Like. Trust. This segment is one of my absolute favorites!
One in particular that is an all-time stand out fave for me is Donatella Versace’s clip as she attempts to get people to stop pronouncing Versace, Ver SAH Chee and her expressed commitment to women’s empowerment. If anyone want to give it a peek, here’s the link – https://www.vogue.com/video/watch/73-questions-with-donatella-versace

Hannah thanks for the post! Can’t help but to agree with you here– In one of our recent LinkedIn Learnings they said that the trendiest way to create content in 2021 would be a serial articles or content. Having a collective work that builds on itself allows you to create an audience that looks forward to the next piece in the series which can help up readership. Vogue’s serial interviews is a content builder because after watching the short video with one famous person, you can’t help but wonder who else they have interviewed. They are showing themselves to be an industry leader, not just in digital or print fashion, but pushing culture.

I loved watching these commercials Hannah. I never watched any of them until now, but that Man of the Moon was amazing. Old people have a special place in my heart. I can see why it’s a favorite among many. I agree commercials that attach to the emotion is what makes it successful. But, everyone’s emotions are different. So, I think companies need to make ads that are based on reaction. The more reaction, the more people will notice the brand.

It’s nice to see how a brand used a series of campaigns to include different age groups and advertise Christmas. I lost touch with the idea of Christmas until I watched these videos. To me, every day is Christmas, but these ads were nice to connect with emotionally. Commercials that leave an actionable message or highlighting an unmet need are most impactful, in my opinion.

Wheewwww Hannah, I did not expect to cry at 9am. That Man on the Moon commercial was so perfect, it’s the perfect example of why I began to love advertising and marketing. The power that a beautifully done commercial can have is amazing. I enjoyed watching the others too, especially Moz and the Monster – so cute! I’m definitely with you, if an advertisement can make me emotional, I think it’s successful.

This is the first time I’m seeing these John Lewis Christmas commercials. Thank you for sharing this. This commercial said so much without saying anything at all. The music, people and visuals just brought me on a journey and by the end I feel like I wanted to hug the entire world. I agree with you on the content archetypes of presence and community. Presence because it just draws a user in and is a digital distraction leaving them with so much emotion. Community because of the lasting feeling the users left with of wanting to help the world and spread love to those they don’t even know.

Hannah thank you for sharing! This is my first time experiencing a John Lewis commercial! I say experience because it truly is. To produce content that doesn’t attempt to sell a product but still is powerful enough to promote a brand is #goals.

Wow Hannah, thank you so much for sharing! Like April this my first time watching a John Lewis commercial and honestly I loved them! I think my favorite might have been the Bear and Hare. I love commercials that have music in them, especially recognizable ones! Plus Lilly Allen’s cover was so beautiful and helped to tell the story in the advertisement!

I’m amazed at their mindset to output a creative commercial that connects emotions of giving/receiving with love, life, childhood. I can see why they have been a forefront of commercials in UK for some time. It also reminds me of Apple, only in the sense that they can run a complete commercial without showing or mentioning the product and you know what it’s for. I see where you are coming from with associating this to “Content as Presence”. The content itself within the videos covers a range of characteristics, entertaining, highly
visual, easily digestible but most importantly attention-grabbing. I have always been a sucker for watching commercials. I think I look for the impact of the commercial, how well did they sell me on the product, are they creative, did they make an emotional tie, etc., and this brand does it well!

All the feels! Agree with your assessment that this is content as a presence. Another good example of the serialization approach, albeit at a slightly different pace. Great best practice sharing, Hannah!