Understanding Types of Branded Content

Branded content has revolutionised how businesses engage with their audiences, offering a more personalised and meaningful approach to marketing. From conceptualisation to execution, these companies are at the forefront of crafting captivating narratives that resonate with audiences worldwide. Our previous blog discussed branded content’s essence and significance in today’s world.

Traditional TV adverts, once the cornerstone of marketing campaigns, have become less popular as audiences crave more authentic and immersive experiences. Today, the power lies in storytelling – crafting narratives that resonate deeply with viewers without overtly showcasing products or services.

From captivating narratives to practical utilities, these diverse forms of branded content allow businesses to forge authentic connections with their audience and leave a lasting impression in the ever-evolving marketplace.

Now, let’s explore the diverse types of branded content that businesses can use to captivate their audience and build lasting connections.

what is branded content
Branded content explained

1. Entertainment and Culture

Brands are leveraging creative storytelling to form emotional connections with their audience. Here are some expanded examples, including those tailored for the UK market and diverse industries:

Social Experiments:

  • Firstly, Innocent Smoothies is known for its humorous and socially conscious marketing campaigns. One notable example is their “Big Knit” campaign, where customers are encouraged to knit tiny woolly hats to place on their smoothie bottles. This initiative not only promotes brand engagement but also raises funds for charity.
  • Similarly, Dove’s “Real Beauty” campaign features social experiments that challenge traditional beauty standards, promoting self-acceptance and empowerment among women.

Short Films:

  • Burberry, renowned for its cinematic advertising campaigns, have produced short films featuring acclaimed actors and directors, blurring the lines between fashion and art. These films, such as “The Tale of Thomas Burberry,” immerse viewers in the brand’s heritage and craftsmanship.
  • Similarly, Sainsbury’s created the heart-warming short film “Christmas in a Day,” compiling footage submitted by customers to capture the spirit of the festive season. This piece reinforces Sainsbury’s brand values of family and community.

Experiential Marketing:

  • Meanwhile, Brew Dog is known for its unconventional marketing tactics, including hosting beer-themed events and festivals. Their immersive experiences, such as beer tastings and brewery tours, allow consumers to connect with the brand’s rebellious ethos first-hand. Showing this with video, is the best way to communicate to people about what you’re doing, see why here.

Feature Films/Series:

  • Luxury car manufacturer Aston Martin partnered with the James Bond franchise to feature their vehicles prominently in the iconic spy films. This strategic product placement not only aligns with Aston Martin’s sophisticated image, but also capitalises on the global appeal of the Bond brand.
  • Finally, the fashion retailer ASOS launched the web series “ASOS Urban Tour,” which follows influencers as they explore cities and share their fashion discoveries. This content-driven approach positions ASOS as a trendsetter and cultivates a sense of community among its target audience.

2. Information

This type focuses on sharing valuable content that educates or intrigues the brand’s audience. Brands often adopt journalistic tones or formats to convey information effectively. Examples include:

Branded Channels:

  • Marks & Spencer launched “Cook with M&S,” a digital platform featuring cooking tutorials, recipes, and culinary tips. This branded channel positions the brand as a trusted source of culinary inspiration and expertise.
  • Similarly, Boots developed the “Feel Good” hub on their website, offering health and wellness advice, beauty tips, and product recommendations, which enhances its brand relevance and strengthens customer loyalty.

Corporate Initiatives:

  • Tesco, introduced the “Community Food Connection” program in partnership with food redistribution charity FareShare. This initiative aims to reduce food waste by redistributing surplus food to local community groups, demonstrating commitment to CSR.
  • In addition, the British telecommunications company BT launched the “Skills for Tomorrow” campaign, offering free online courses and resources to help people develop digital skills.

Advocacy for Social Causes:

  • The Body Shop is renowned for its commitment to environmental sustainability and ethical sourcing. Through initiatives like the “Forever Against Animal Testing” campaign, The Body Shop advocates for cruelty-free beauty products and raises awareness about animal welfare issues.
  • Likewise, the fashion brand Stella McCartney is a vocal advocate for sustainability and ethical fashion practices. Through initiatives like the “Stella McCartney Cares Green,” the brand promotes sustainable fashion choices and educates consumers about the environmental impact of the fashion industry.

Thought Leadership:

  • Barclays launched the “Barclays Business Hub”, an online platform offering business insights, expert advice, and resources for entrepreneurs and small businesses. By positioning itself as a trusted advisor.
  • Moreover, John Lewis introduced the “John Lewis & Partners Edit”, a curated selection of articles, guides, and product recommendations across various lifestyle categories. Through this John Lewis enhances its brand identity as a lifestyle destination.

3. Utility

Utility-focused content aims to provide practical tools and solutions to address the audience’s needs or challenges. Examples include:

Online Academies:

  • Firstly, Waitrose launched the “Waitrose Cookery School”, an online platform featuring cooking classes, recipe inspiration, and culinary tips. This initiative not only promotes Waitrose products but also enhances the brand’s reputation as a trusted source of culinary expertise and inspiration.
  • Another example from ASOS is the “ASOS Face + Body Academy”, offering beauty tutorials, skincare tips, and makeup advice. By providing valuable beauty content, ASOS enhances its brand relevance and strengthens its connection with beauty enthusiasts.

DIY Guides and Tutorials:

  • B&Q, a leading DIY retailer, developed the “B&Q How-To Guides”, a series of online tutorials and step-by-step guides covering various home improvement projects. This utility-focused content empowers consumers to tackle DIY tasks confidently while reinforcing B&Q’s expertise in the home improvement sector.
  • On the other hand, the outdoor apparel brand Berghaus launched the “Berghaus Gear Guides”. Here, they offer tips, advice, and gear recommendations for outdoor enthusiasts. By providing practical guidance, Berghaus enhances its brand loyalty and fosters engagement with its target audience.

Educational Apps and Platforms:

  • Moreover, Vodafone introduced the “Vodafone Digital Parenting Hub”, an online resource offering advice, tips, and tools to help parents navigate the digital world safely with their children.
  • NatWest launched the “NatWest MoneySense” program, offering financial education resources and workshops for young people.  This way, they empower the next generation with financial literacy and strengthens its brand affinity among families and educators.

Wellness and Self-Care:

  • Boots, developed the “Boots Wellness Hub”, offering health and wellness articles, expert advice, and product recommendations.
  • In addition, Lush introduced the “Lush Spa Experience”, offering immersive spa treatments and workshops focused on relaxation and self-care. By providing experiential wellness experiences, Lush enhances its brand reputation as a purveyor of natural, ethical beauty products.

4. Hybridisation

Some brands blend multiple objectives within their branded content strategies.

  • Nike, for instance, combines entertainment with utility through initiatives like the Nike Training Club app, offering free workouts alongside promotional offers.
  • Meanwhile, San Pellegrino intertwines entertainment and information by supporting platforms like Fine Dining Lovers and initiatives like the Young Chefs Academy, nurturing culinary talent while engaging food enthusiasts.


In summary, branded content offers a rich range of possibilities for brands to connect with their audiences authentically. By understanding and leveraging these diverse types of branded content, businesses can create compelling narratives that resonate with consumers and elevate their brand presence in today’s competitive market landscape.

At Impress Video, as a video production company, we understand the power of branded content and its potential. When developing briefs and conceptualizing videos, whether for TV adverts, promotional videos, or corporate presentations, we prioritize the integration of these effective branded content techniques to ensure maximum impact and engagement with your audience.


Contact Impress Video now

If you would like to do a Promotional, Corporate Video, or a TV Advert  with video production and marketing professionals, we can help you at Impress Video. We make video productions for businesses, the ones that impress. Don’t hesitate to contact us here!