the Telegraph Native Advertising

Knight Frank content marketing hub in the Telegraph ditches brand talk for native content

By Angela Haggerty, Reporter

April 9, 2014 | 3 min read

Estate agent Knight Frank has launched a content marketing campaign which includes a content hub on The Daily Telegraph website among a number of partnerships.

Hub: Knight Frank has a presence on the Telegraph website

The firm worked with The Big Shot to create the campaign, which focuses on Knight Frank’s ‘Honest Answer’ brand proposition. Among activity in the eight-week campaign is a studio-based panel show presented by former Bloomberg presenter Sara Walker, and on the panel of Knight Frank experts will answer questions directly from the target audience.

The partnership with the Telegraph will drive readers to Knight Frank’s content hub, which will host video of the panel show and provide information.

The strategy ties in with the boom in native advertising, which aims to blend advertorial more fluently into its host surroundings and appeal to consumers through engaging content, and Knight Frank is following a deliberate strategy of moving away from focusing on the brand and instead focusing on the conversation.

Rachel Dipper, head of residential marketing at Knight Frank, said: “Knight Frank is hoping to evolve online property video away from discussing the brand itself.

“Online video should be the prompt for an online conversation with potential customers, and not simply the broadcast of a corporate message. The Big Shot compiled a balance of media partnerships to ensure that the content is seen by the right target audiences, but the most fundamental element of this campaign is the creation of relevant content that those audiences would choose to consume rather than have it thrust upon them.”

James Erskine, strategy director at The Big Shot, added: “We were tasked by Knight Frank to position them as the authoratitive voice on a topic and quality content and an innovative programming strand allows us to do this.

“We are confident that by involving our target audiences in the make up of the show, the content will resonate.”

The campaign will also make strong use of social channels, primarily through hosting content on YouTube and trying to drive users to it by getting ‘social influencers’ to help promote it.

the Telegraph Native Advertising

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