Content marketing has only a loose definition; some think of it as informational content added to a website to improve search ranking, others see it as a way to drive traffic to a website from social.

Going a little further, many brands select a content niche that often has little direct relation to their products. Creating content like this often isn’t enough; at this stage, content marketing moves into sponsorship, patronage, charity, brand association and media ownership on a scale most brands only dream of.

So who is taking content to the next level, and what scale are we talking about?

Louis Vuitton: art

In case you didn’t know, Louis Vuitton has commissioned Frank Gehry to design a stunning new building on the Bois De Boulogne in Paris.

This building will open in spring and be home to The Foundation Louis Vuitton, home to contemporary art exhibitions.

The Director of the Musée d'Art Moderne de la Ville de Paris was snared to become the first Artistic Director of the gallery.

This is significant as it marks a point at which brands are starting to increasingly impact the world of the arts. While sponsorship has always been grand (think Bloomberg at the Tate), the internet means that museums and galleries no longer have a duty simply to collect knowledge; they also have an imperative to engage the public.

If brands such as Louis Vuitton are mixing popular culture, advertising, fine art, with rich media, and bringing it together on the Bois De Boulogne, wouldn’t the Parisian youth prefer to pay a visit here than to the Louvre?

Louis Vuitton has collected fine art for a while now as indeed it is inextricably linked to their history of fashion design. Their stores even feature priceless works of art, as the brand has sought to create that all important luxe shopping experience that you simply can’t get in H&M.

Here’s a Gilbert and George in one of their stores, you can read about their acquisitions here.

Burberry: music 

Christopher Bailey, Chief Creative Office at Burberry has spoken of how obsessed he and the brand are with music. The company has championed Tom Odell, and set up a music team within Burberry. 

You can see over 60 acoustic sets filmed for Burberry on its website and one of its YouTube channels as Burberry seeks to promote young artists and combine music with advertising and catwalk shows. 

Burberry also has charitable foundations centred around increasing the creative confidence of young people, and the brand’s association with music helps to deepen the idea that Burberry is at the cutting edge of what it means to be creative.

Again, like Louis Vuitton, this is disrupting some other industries, especially if young artists feel more able to shun tired career paths because of the patronage of Burberry.

Beck’s: art

Beck’s set the tone for the scale of brand enhancement and content in 2011 with its Green Box Project, still the focus of its website

This project sought to commission 1,000 works of art, inviting submissions from the public’s artists. Large green boxes were placed in cities across the world and could be augmented with the Beck’s Key app. 

Aside from this grand project, Beck’s, like Louis Vuitton, has patronised the arts for a long time, without having design heritage per se. 

Most are familiar with their commissioned bottle labels, featuring Damien Hirst, Tracey Emin and others.

Beck’s also ran a cheeky alternative to the Turner Prize from 2000 to 2006.

Red Bull: sport

This is a fairly tired case study. Most of you will know about Red Bull’s content, if not the full extent of what the brand backs. 

Of course, the culmination of their efforts was seen in the awesome jump by Felix Baumgartner last year. 

But the extent of Red Bull’s involvement can be seen on the website's sports channel

In fact, the Red Bull website itself shows the brand’s relentless focus on sport with the header menu barely mentioning products and the company, but focusing on sport, games and epic content. 


These brands have not only set the standard for others, they are actively disrupting the world outside of advertising and their traditional products.

Eventually this level of content creation and patronage opens up new revenue streams, but more importantly influence, for these cash rich companies.

Any other examples? Let us know...

Ben Davis

Published 19 November, 2013 by Ben Davis @ Econsultancy

Ben Davis is Editor at Econsultancy. He lives in Manchester, England. You can contact him at, follow at @herrhuld or connect via LinkedIn.

1231 more posts from this author

You might be interested in

Comments (5)


Laura Brown

Lovely piece BUT I'd like to see how people with zero budgets, or hugely reduced ones and creating interesting content.

Multi million dollar brand leads the way is great but I want to see the unusual hacked content people are doing with very tight budgetary restraints. It might be a nice balance.

over 4 years ago



I agree with Laura's comments above. These brands represent a very small proportion of those following econsultancy's blog posts. Let's see some more grass roots creative ideas that other brands might have a realistic expectation of emulating or being inspired by.

I don't think Holiday Hypermarket will be commissioning a building or dropping a man from the edge of space anytime soon.

over 4 years ago

Ben Davis

Ben Davis, Editor at EconsultancyStaff

@Laura @Ian

Holiday Hypermarket needs to up its game! Haha, seriously I agree with you that these are mega cash-rich companies, as I pointed out in the article, but I still think it's worth reading about!

We do publish articles and research about smaller companies.

To offer my opinion, anecdotally I believe social is the place for smaller brands to compete.

After all, if I don't live in Paris and can't visit Vuitton's Foundation, it's only via website and social I'll be interacting with them on.

Maybe smaller brands can't compete with their website's or YouTube content.

But as long as you're careful with licensing, and you don't share photographs you aren't permitted to, I think Tumblr, Twitter (with the new photo previews), Facebook, Pinterest should all be full of beautiful imagery from your brand.

From the world of art, compare Saatchi Gallery with London's National Gallery on Twitter. Saatchi tweets nothing but interesting pics and has over one million followers. National Gallery, despite being more resource rich, hasn't tweeted a picture since summer 2012 and only has 160,000 followers.

Tumblr may be the biggest opportunity of all. The development of the platform has been done for you, you simply have to get out there, find your niche, and take some lovely photos of it, whether food, the great outdoors, interiors, whatever.

Sounds easy in theory.

over 4 years ago


Michael Gough

I think your anecdotal point is spot on Ben.

Social platforms are accessible for all businesses to compete on. It's a misnomer to assume good content strategy need vast budgets - take Dollar Shave Club's viral films as an example:

A good actor, a great script and $4,500 got the business 14m views, which led to 200,000 subscriptions generating a revenue thought to be in the region of $14.4m - proving that timely, relevant and engaging content can be done by any business.

The challenge of content marketing is to not loose sight of building the right kind of engagement - finding the right audience.

Contrast Dollar Shave with Co-op Legal services. A (no doubt) large budget spent with ad agency Leo Burnett resulted in this compelling, engaging advert
but it has only watched just 677 times - the strategy stopped with the idea, it didn't plan the most important bit - it's dissemination. How many similar content videos have been similarly siloed?

Dollar Shave stats came from:

over 4 years ago

Ben Davis

Ben Davis, Editor at EconsultancyStaff


Great stuff.

over 4 years ago

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Digital Pulse newsletter. You will receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.