Bite-Size Content Marketing

This holiday season Dove chocolate is proving that content marketing can come in small packages—in bite-size packages even. 

The company teamed up with Martha Stewart to add a special edition to its Dove Promises line of chocolates. (The line typically includes inspirational messages—think along the lines of feel-good fortune cookies—imprinted inside each wrapper.)

With the holiday line, Dove is building brand awareness and playing off Stewart’s reputation as a creative entertainer, offering tips from Stewart inside each candy’s wrapper. Targeting its female customers, the wrappers offer tips in three categories—chocolate gourmet, holiday treats, and seasonal crafts.

The brand’s homepage reinforces the marketing efforts. A Flash piece shows examples of expanded tips with photos of the finished product. One wrapper suggests using a vegetable peeler to make a garnish of chocolate curls. Another says, “Cut marshmallows into seasonal shapes to serve in hot cocoa.”

If site visitors find the tips useful, they can e-mail them to friends with a quick, simple form. It’s a win-win situation—Dove gets its product in front of more people, and customers get helpful information.

If the company wanted to step this up a notch, it could allow people to share the brief tips through popular social media sites like Facebook and Twitter. On its site and on YouTube, Dove could also incorporate videos of Stewart demonstrating the tips. READ MORE