This is how you do it

mlns='> No fuzziness about these feelings [View Message in Browser]( / [Add Us to Safe Sender List]( [Content Marketing Institute]( [Content Marketing Institute]( Daily News and Alert 12.18.23 Connect with CMI Hi there, Are you tired of holiday-themed content yet? A [new study from Aprimo]( confirms what we all could guess. Too much holiday marketing hurts audience relationships, causing some people to opt out (31%) and others to stress out (58%). (Ironically, the study also found that holiday marketing works, especially when it includes discounts.) So, my apologies for writing about holiday-themed content one more time. But I’d love to know what you think of [Fuzzy Feelings]( Apple’s 2023 holiday “ad.” I hesitate to use that term because the film’s nearly four-minute length transcends typical advertisement boundaries. [A woman gazes at her stop-motion project in Apple’s holiday-themed film Fuzzy Feelings. ]( My take: It’s a masterclass in content. Here are a few reasons: - It subtly sells products (iPhone and MacBook) by showing a customer using them. - It connects a “[job to be done]( (creating a stop-motion video) to a deeper meaning (seeing things through a different “lens”). - It understands its audience (young creatives, many of whom hold down day jobs while pursuing their art outside of work) while telling a universally relatable story of misunderstanding, empathy, and reconnection. - The audio (George Harrison’s Isn’t It a Pity) perfectly underscores the video’s theme. - A [behind-the-scenes version]( reveals that the stop-motion portions of the video really were filmed on an iPhone. Yes, Apple has a budget that’s out of reach for all but a handful of companies. But great content doesn’t need a huge budget. Case in point: This [heartstring-tugging ad]( from a pub in Northern Ireland deals with themes of grief and loneliness (though it has a heartwarming ending). Recognizing that not everyone celebrates this time of year is empathy — more than money — in action. (Here’s a [roundup of resources]( for anyone who struggles at this time of year.) Fuzzy Feelings ends with this line: You make the holidays. Here’s the CMI version: You make every day. Thanks for letting us into your work life — and for all the comments, inspiration, and participation you share with us. Here are some resources to help you understand your audience and wrap up your work week (and year).  Kim Moutsos Vice President of Editorial Content Marketing Institute [Share your feedback](mailto:kim.moutsos@informa.com?subject=CMI%20content%20feedback&elqTrackId=64550BB2B7DCF779B66C47D5721093C2)  ICYMI: [Revamp the Marketing Funnel? It’s Past Time To Add Empathy]( It’s far too easy to misunderstand your audience's needs. Try adding an overlay of empathy to your view of their journey. That’s when you’ll start seeing genuine, long-term relationships.  ICYMI: [The Marketing Mandate for 2024: Build Stronger Bonds With Your Audience]( Strengthening customer and audience relationships should be marketing’s 2024 mandate, says Robert Rose. Here’s why — and how to make it happen.  A Word From One of Our Sponsors New Business & Technology Trends for Content Marketers Find proof points for your content marketing — fast. Easily search hundreds of stats from current, reputable research by keyword, industry, and role to find the data you need. [Get free stats »](  To change your email preferences or unsubscribe, visit our [subscription center.]( Copyright © 2023 Informa Connect, All rights reserved Content Marketing Institute, an Informa Connect brand 605 3rd Ave | New York | NY 10158 [Terms of Service]( | [Privacy Statement]( [informa tech]