Advertising: Degree Men Deodorant Turns to Video Marketing

Eight years after dividing into Degree Men and Degree Women, the Degree brand of deodorant is advertising its products under one creative umbrella.

Eight years after dividing into Degree Men and Degree Women, the Degree brand of deodorant is advertising its products under one creative umbrella.

The hottest thing in marketing these days is “content marketing” – using videos, webinars, white papers and the like to offer consumers useful information while getting them to think about your business. A home improvement company, for example, might publish an article or video on easy steps someone could take to make their bathroom look better, or an accountant might offer free money-saving tips at tax time.

The hottest thing in marketing these days is “content marketing” – using videos, webinars, white papers and the like to offer consumers useful information while getting them to think about your business. A home improvement company, for example, might publish an article or video on easy steps someone could take to make their bathroom look better, or an accountant might offer free money-saving tips at tax time.

Brands looking to increase their online presence have multiple paid and owned marketing outlets at their disposal, from display advertising to email to social media. But marketers who have to manage those channels separately may feel as if they are suffering from a multiple personality disorder.

It's not difficult to understand the lure of social media advertising. As brands look across a fractured media landscape, where few digital properties offer any scale, social networks offer them an interesting proposition. 

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The visual web has taken over, with Instagram helping to lead the trend. Now part of Facebook and with over 100 million users, the popular photo-sharing app has turned regular users into amateur photographers.