The business section of Sunday’s Washington Post speculated that corporate curation is becoming a popular marketing campaign for many brands. The article, which had appeared on newspaper’s website six days prior, asserted that companies (particularly fashion and luxury brands) are assembling their own collection of Internet snippets. These “advertorials” combine the affable voice of web editorials with the appeal of stylish ad campaigns.
The Post sited Louis Vuitton’s Nowness and the Harley Davidson Ridebook as two buzz-worthy examples of corporate curation. Here are a few other brands that are dabbling in advertorials and unorthodox content development.
What do you think of these editorial/advertising hybrids? If brands are open about the information they’re curating, can they become key influencers? Please leave comments below.
Free People – The whimsical design and joie de vivre photos echo the spirit of fun fashion bloggers— both stylish and accessible.
Cleanest Line – Patagonia’s blog reads like an adventurist’s journal with a bit of environmental activism sprinkled in the mix.
The IKEA Blog – With quirky comics, product demonstrations and even clips of “Futurama,” the furniture superstore curates creative and eclectic content.
Open Forum – American Express eschews the typical self-promotion of other credit card companies by including timely business news stories and tips.
Secret Life of a Benefit Gal – While this makeup brand spotlights its products, the down-to-earth demonstrators and nifty tricks are reader-friendly.
— Nicole Duncan