7 Incredible Examples of Branded Content That Work in 2025

In a world saturated with ads, branded content cuts through the noise. It’s not about directly selling a product; it's about telling a story, providing value, and building a genuine connection with an audience. This approach is especially powerful for SaaS companies, where establishing trust and authority are critical for long-term growth.

Effective branded content doesn't interrupt, it attracts. It works by building a community around your brand's core values, turning passive viewers into loyal advocates. By creating content that entertains, educates, or inspires, you establish your brand as a valuable resource, not just another service provider in a crowded market. This strategy shifts the dynamic from a simple transaction to a meaningful relationship.

This article dissects seven groundbreaking examples of branded content to reveal the strategies behind their success. We won't just list what they did; we'll break down the specific tactics and provide actionable takeaways you can apply directly to your own marketing efforts. You will learn how these iconic campaigns captured mass attention, fostered deep loyalty, and ultimately drove significant business growth.

We'll explore powerhouse campaigns from brands like Red Bull, Dove, and Patagonia, offering a clear blueprint for creating content that truly resonates with your target audience. Let's dive into the specific methods that made these campaigns so effective.

1. Red Bull's Stratos Space Jump

When discussing legendary examples of branded content, it's impossible not to start with Red Bull Stratos. More than just a marketing campaign, this was a historic, record-breaking scientific mission that perfectly embodied Red Bull's slogan, "gives you wings." The project involved sending Austrian skydiver Felix Baumgartner to the edge of space in a helium balloon and having him jump back to Earth.

The entire event was not an advertisement; it was a captivating story of human achievement, courage, and scientific exploration, funded and produced by Red Bull. This approach shifted the brand from being a sponsor of culture to a creator of it. By focusing on the narrative of pushing human limits, Red Bull created content that people genuinely wanted to watch and share.

The Strategy Behind the Stunt

The genius of Stratos was its deep alignment with Red Bull’s core brand identity. The brand is synonymous with extreme sports and peak performance. Instead of creating a traditional ad about these values, they demonstrated them on a global stage. The live-streamed event created a sense of urgency and shared experience that traditional advertising can't replicate.

Key Strategic Insight: True branded content doesn’t interrupt what your audience is interested in; it becomes what they are interested in. Red Bull financed a scientific feat that was newsworthy in its own right.

The company also built a multi-year content ecosystem around the single event. They released documentaries, behind-the-scenes footage, educational materials, and scientific data, maximizing the project's lifespan and reaching different audience segments, from adrenaline junkies to science enthusiasts.

Impact by the Numbers

The live jump became a global phenomenon, shattering online viewing records and generating unprecedented media attention. The following infographic summarizes just a fraction of the campaign's massive impact.

These numbers show that Stratos wasn't just a popular video; it was a cultural moment that drove massive engagement and solidified Red Bull’s image as a brand that enables the extraordinary.

Actionable Takeaways for SaaS Marketers

While a space jump might be out of budget, the strategic principles are highly replicable for SaaS companies.

• Fund Original Research: Instead of a stunt, sponsor or conduct a landmark industry study. Create a comprehensive report, webinar, and data visualizations that become the go-to resource in your niche.
• Create a "Tent-Pole" Event: Plan a significant virtual or in-person event, like an industry-first conference or a live-streamed product build. Build a long-term content plan around it with pre-event hype and post-event analysis.
• Embody Your Brand's Mission: If your brand promises productivity, create content that shows peak productivity in action. This could be a documentary series profiling hyper-efficient teams or a challenge where you help a non-profit optimize its workflow using your tool.

2. Dove's Real Beauty Campaign

Among the most impactful examples of branded content, Dove's "Campaign for Real Beauty" stands as a cultural landmark. Launched in 2004, this ongoing initiative shifted the conversation around beauty standards by featuring real women instead of professional models. The campaign wasn't just about selling soap; it was about starting a global dialogue on self-esteem and challenging the narrow, often unattainable ideals perpetuated by the media.

Dove created emotionally resonant content that people felt compelled to discuss and share. Viral videos like "Evolution," which revealed the digital manipulation behind a typical beauty ad, and "Real Beauty Sketches," where a forensic artist drew women based on their own descriptions versus strangers', became cultural touchstones. This powerful approach to content marketing transformed Dove from a personal care brand into a purpose-driven movement.

The Strategy Behind the Emotion

The genius of the Real Beauty campaign lies in its profound connection to a universal human truth: the struggle with self-perception. Instead of focusing on product features, Dove tapped into a powerful emotional insight and built a brand platform around it. They created content that validated the feelings of their audience, fostering a deep sense of loyalty and trust.

Key Strategic Insight: Your brand's purpose can be your most powerful content engine. By championing a cause that resonates deeply with your audience, you create content that they not only consume but also adopt as part of their own identity.

This long-running campaign has evolved over nearly two decades, consistently producing new content that reinforces its core message. From short films and documentaries to educational workshops and user-generated content initiatives like the #ShowUs project, Dove has built an entire media ecosystem dedicated to its mission.

Impact by the Numbers

The campaign's success is measured not just in sales, but in its staggering cultural and digital footprint. The "Real Beauty Sketches" video, for example, became one of the most-watched viral ads of all time.

• 114+ million views for "Real Beauty Sketches" within its first month.
• 26+ million views for the groundbreaking "Evolution" video.
• Multiple Cannes Lions Grand Prix awards, recognizing its creative and commercial impact.
• Nearly two decades of sustained relevance, proving the power of a purpose-driven content strategy.

These figures highlight how emotionally driven, mission-based content can achieve massive reach and engagement, far surpassing what traditional advertising can accomplish.

Actionable Takeaways for SaaS Marketers

While your SaaS product may not relate to beauty standards, the underlying strategy of purpose-driven content is universally applicable.

• Identify Your Customer's "Why": Look beyond their functional needs. What is the deeper emotional or professional struggle your product helps solve? Create content that speaks to that core motivation.
• Champion a Niche-Specific Cause: Is your audience struggling with burnout, data privacy concerns, or a lack of diversity in their industry? Create content that addresses these issues, positioning your brand as a thoughtful leader.
• Build an Emotional Case Study: Instead of a dry, feature-focused case study, create a documentary-style video that tells the human story behind a customer's success. Focus on their challenges and triumphs, not just the ROI.

3. Airbnb's 'We Are Here' Video Series

Airbnb offers one of the most compelling examples of branded content by shifting the focus from properties to people. The 'We Are Here' video series moves beyond simply listing places to stay; it tells the deeply human stories of the hosts who make those stays unique. The campaign features real hosts from around the world sharing their lives, passions, and local cultures.

Instead of a traditional advertisement showcasing pristine homes, each video is a mini-documentary. We meet hosts like Mimi, an elderly woman in Seoul finding new purpose, or Tashia, who helps her guests connect with local art and community. This storytelling approach transformed Airbnb from a transactional platform into a brand synonymous with belonging, authenticity, and human connection.

The Strategy Behind the Stunt

The brilliance of the 'We Are Here' series lies in its perfect alignment with Airbnb's core mission: "Belong Anywhere." While competitors focused on logistics and price, Airbnb invested in content that built an emotional bridge with its audience. They didn't just sell rooms; they sold the idea of authentic, human-centric travel.

Key Strategic Insight: Your customers can be your most powerful storytellers. By empowering them to share their authentic experiences, you create content that is more relatable, trustworthy, and emotionally resonant than any corporate message.

This strategy also created a powerful content engine. By featuring a diverse range of hosts from different cultures and backgrounds, Airbnb ensured the series was endlessly refreshable and globally relevant. The content was distributed across YouTube and social media and integrated directly into the Airbnb app and website, connecting inspiring stories directly to the booking experience.

Impact by the Numbers

The campaign resonated deeply with viewers, driving both brand affinity and user engagement. The stories were not just watched; they were shared and discussed, creating a powerful ripple effect that strengthened Airbnb's community-focused image.

• Millions of Views: Individual videos in the series garnered millions of views on YouTube and other platforms.
• Increased Host Engagement: The campaign celebrated hosts, fostering a stronger sense of community and loyalty among them.
• Strengthened Brand Identity: The series solidified Airbnb’s position as a brand that facilitates meaningful connections, not just accommodation bookings.

Actionable Takeaways for SaaS Marketers

A SaaS company can't feature travel hosts, but it can absolutely spotlight the human stories behind its software.

• Create Customer-Centric Case Studies: Go beyond standard case studies. Create high-quality video documentaries about how your most innovative customers are using your tool to solve real-world problems. Focus on the "why" behind their work, not just the "how."
• Launch a "Power User" Spotlight Series: Identify and feature your most passionate users. Create a blog or video series that tells their professional stories, showcases their expertise, and highlights how they use your platform to achieve their goals.
• Build a Community-Driven Content Hub: Instead of just creating content for your users, create it with them. Launch a program that invites customers to share their own templates, workflows, or success stories. This approach can also provide valuable insights into how to monetize content generated by your community.

4. Nike's 'Dream Crazy' Campaign

While many brands shy away from controversy, Nike leaned into it with its "Dream Crazy" campaign, creating one of the most powerful examples of branded content in recent history. The campaign, fronted by controversial athlete and activist Colin Kaepernick, was not just an advertisement; it was a bold cultural statement that aligned perfectly with Nike's long-standing message of overcoming adversity.

The centerpiece was a two-minute film narrated by Kaepernick, featuring a montage of athletes who defied expectations, from superstars like Serena Williams and LeBron James to lesser-known heroes. The campaign's now-famous tagline, "Believe in something. Even if it means sacrificing everything," transformed a product-focused brand into a voice for social consciousness, proving that branded content could be a platform for ideas, not just products.

The Strategy Behind the Stunt

The brilliance of "Dream Crazy" was its unwavering commitment to Nike’s core brand identity of empowerment and perseverance, even in the face of significant risk. Instead of creating a generic ad about inspiration, Nike took a definitive stance on a divisive national conversation. They understood their target audience and chose to connect with them on a deeper, value-driven level rather than playing it safe.

Key Strategic Insight: Taking a strong, authentic stance on a relevant social issue can forge an unbreakable bond with your target audience, turning customers into loyal advocates.

Nike built an entire narrative around the central film. The campaign extended across billboards, social media, and print, featuring individual athletes and their stories. This multi-channel approach ensured the message wasn't a one-off viral moment but a sustained conversation that reinforced Nike’s values and connected with consumers on a personal level.

Impact by the Numbers

Despite initial backlash and calls for boycotts, the campaign was a monumental success. It generated billions of dollars in earned media, won an Emmy for Outstanding Commercial, and resonated deeply with its intended audience, leading to a significant sales increase.

• Online Sales: Nike's online sales surged by 31% in the days following the campaign's launch.
• Earned Media: The campaign generated an estimated $43 million in media exposure within the first 24 hours alone.
• Brand Value: The company's market value reportedly increased by $6 billion in the weeks after the campaign.

Actionable Takeaways for SaaS Marketers

While taking a political stance is a high-risk strategy, the underlying principles of value-driven content are highly applicable to the SaaS world.

• Take a Stand on an Industry Issue: Identify a "controversial" or underserved belief within your industry. Is there a common practice you disagree with? Create content (a manifesto, a webinar series, a white paper) that takes a strong, well-reasoned stance.
• Champion Your Customers' Stories: Instead of athletes, feature customers who have used your software to overcome significant business challenges. Create a high-production "Dream Crazy"-style case study video that focuses on their struggle and triumph, not just your product's features.
• Build a Campaign Around Your Mission: If your company's mission is to "democratize data," create a campaign that highlights individuals or small businesses using data in innovative ways. This turns your abstract mission into a tangible, human-centered story.

5. GE's 'Unimpossible Missions' Podcast Series

General Electric took a groundbreaking approach to branded content by entering the world of fiction podcasts. Instead of creating content about their technology, they created a universe where their technology was an integral, yet subtle, part of a compelling narrative. Their hit series, 'The Message' and its sequel 'LifeAfter', are masterful examples of branded content that prioritize entertainment over direct promotion.

'The Message' follows a team of cryptographers deciphering a mysterious alien signal, a story that naturally weaves in GE's real-world expertise in sound technology and data analytics. The podcast was not an ad for GE; it was a captivating piece of science-fiction that millions of people genuinely wanted to listen to. This strategy positioned GE as a modern, innovative company at the forefront of technology, not through claims, but through immersive storytelling.

The Strategy Behind the Stunt

The genius of GE’s podcast series was its ability to demonstrate complex technological concepts in an accessible and entertaining format. By funding a high-quality, professionally produced audio drama, GE created content that could stand on its own merit within the competitive podcasting landscape. The brand integration was so seamless that many listeners didn't even realize it was branded content until the very end.

Key Strategic Insight: Your brand's expertise can be the foundation for compelling entertainment. Instead of explaining what you do, create a story that shows its real-world (or fictional) application in a fascinating context.

GE partnered with Panoply Media and BBDO to ensure the podcast met the highest production standards, mirroring the quality of top-tier narrative shows. This commitment to quality ensured the content was respected by the podcasting community and its audience, building trust and brand affinity in a way a traditional ad never could.

Impact by the Numbers

'The Message' became an unexpected chart-topper, reaching #1 on the iTunes (now Apple Podcasts) charts and attracting over 6 million downloads. Its success proved that audiences are receptive to branded content when it delivers genuine value and entertainment.

• 'The Message': Reached over 6 million downloads and earned critical acclaim.
• 'LifeAfter' (Sequel): Surpassed the original with over 10 million downloads.
• Audience Engagement: The series generated massive online discussion and buzz, building a dedicated fanbase.
• Brand Perception: Successfully shifted GE's image from a legacy industrial giant to a modern technology innovator.

Actionable Takeaways for SaaS Marketers

While creating a chart-topping fiction podcast is a major undertaking, the core strategy is adaptable for SaaS companies looking to showcase their complex solutions.

• Develop a Narrative Case Study: Turn a customer success story into a short, narrative-driven podcast episode or video series. Focus on the human story and the challenges, with your product playing a natural supporting role.
• Create "What If" Scenarios: If your software deals with data security or AI, create short, speculative audio clips or blog posts exploring future scenarios. This demonstrates your thought leadership in a creative, engaging way.
• Partner with Niche Creators: Instead of building from scratch, sponsor or co-produce a podcast series with an existing creator in your industry. Lend your expertise and resources to help them create high-quality content that resonates with your target audience.

6. Patagonia's 'Don't Buy This Jacket' Campaign

In a bold, counterintuitive move, Patagonia launched one of the most memorable examples of branded content with its "Don't Buy This Jacket" campaign. Placed as a full-page ad in The New York Times on Black Friday, the campaign urged potential customers to consider the environmental cost of consumerism and to avoid buying things they don't truly need.

This wasn't just a clever advertising gimmick; it was a profound piece of content that represented the very soul of the Patagonia brand. Instead of a typical sales pitch, the content was a manifesto. It educated consumers on the environmental impact of producing one of their best-selling jackets and promoted their "Common Threads Initiative," which focused on reducing consumption, repairing gear, and recycling old products.

The Strategy Behind the Stunt

The power of this campaign came from its shocking authenticity. At a time when every other brand was screaming "Buy More," Patagonia's message was a quiet but firm "Buy Less." This radical stance was perfectly aligned with their long-standing mission to "build the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis."

Key Strategic Insight: When your brand's core values are strong enough, you can create powerful content by challenging the very industry conventions you operate within. Patagonia turned a sales-focused holiday into a platform for its environmental mission.

The company backed up its bold statement with tangible actions and supporting content. They heavily promoted their repair services, created guides on how to care for and extend the life of their products, and facilitated a marketplace for used Patagonia gear. This created a complete ecosystem around the philosophy of responsible ownership, transforming a one-off ad into a long-term brand platform.

Impact by the Numbers

The campaign's paradoxical nature generated massive buzz and media discussion, but it also had a surprising effect on their bottom line. By cementing their status as an authentic, mission-driven brand, Patagonia deepened its connection with its target audience.

• Following the campaign, Patagonia saw its sales increase by about 30% the next year.
• The ad generated widespread media coverage, cementing its reputation as a leader in corporate responsibility.
• It significantly strengthened brand loyalty among consumers who prioritize environmental and ethical values.
• The campaign perfectly integrated with and drew attention to Patagonia's Worn Wear program for repairing and reusing gear.

Actionable Takeaways for SaaS Marketers

A SaaS company can't tell customers not to buy its software, but it can adopt the "challenge the status quo" mindset behind Patagonia's success.

• Publish a "Don't Buy Our Product If..." Manifesto: Create a piece of content that transparently outlines who your software is not for. This builds incredible trust and qualifies your leads, showing you care more about customer success than a quick sale.
• Create Content Around "Less is More": If your tool boosts efficiency, create content that challenges the industry's obsession with "more features" or "more complexity." Frame your product as the minimalist, effective solution in a bloated market.
• Build a "Repair and Reuse" Equivalent: Launch a content series or a free tool that helps your audience fix common problems in their workflow, even if it doesn't directly involve your product. This establishes your brand as a helpful expert, not just a vendor.

7. Always' '#LikeAGirl' Campaign

Among the most impactful examples of branded content, the Always #LikeAGirl campaign stands out for its profound cultural resonance. Instead of focusing on product features, Procter & Gamble’s Always brand tackled a deeply ingrained social issue: the drop in confidence girls experience during puberty. The campaign's centerpiece was a short film that powerfully illustrated how the phrase "like a girl" evolves from a simple descriptor into a demeaning insult.

The video, directed by Lauren Greenfield, wasn't an ad; it was a social experiment and a cultural statement. By exposing a common, yet often unnoticed, gender stereotype, Always created content that was emotionally compelling and intensely shareable. The brand shifted its role from a seller of feminine hygiene products to a champion for female empowerment, forging a much deeper connection with its audience.

The Strategy Behind the Stunt

The brilliance of #LikeAGirl was its foundation in a powerful, research-backed human insight. Always discovered that over half of girls experience a significant decline in confidence during puberty, a time when the brand's products become essential. Rather than creating an ad about this problem, they created a movement to solve it, perfectly aligning brand purpose with customer experience.

Key Strategic Insight: Branded content is most powerful when it taps into a universal human truth or a shared cultural tension. By addressing a real-world issue your audience cares about, you can transform your brand from a product into a protagonist in their story.

The campaign was built for participation. The simple, provocative hashtag #LikeAGirl invited people to join the conversation, share their own stories, and redefine the phrase on their own terms. This turned a one-way broadcast into a global, user-generated movement, exponentially increasing its reach and authenticity. This participatory approach shares similarities with how creators can leverage their audiences, a concept explored further in our guide to affiliate marketing for beginners.

Impact by the Numbers

The campaign went viral, sparking worldwide conversations and earning critical acclaim, including a Cannes Lions Grand Prix award. It achieved a rare feat: shifting cultural perception while driving brand affinity.

• The video garnered over 90 million views across multiple platforms.
• The hashtag #LikeAGirl was used millions of times on social media.
• A post-campaign study found that 76% of women aged 16-24 said the campaign changed their perception of the phrase "like a girl."
• Purchase intent for Always increased by more than 50% among the target audience.

These metrics demonstrate that content rooted in a powerful social mission can drive not just engagement but also significant business results, repositioning a brand in the hearts and minds of consumers.

Actionable Takeaways for SaaS Marketers

A multi-million dollar video campaign might not be feasible, but the core strategy of mission-driven content is highly adaptable for SaaS.

• Tackle an Industry "Myth": Identify a common, frustrating misconception or "broken" process in your industry. Create content (a documentary, a whitepaper, a webinar series) that debunks this myth and offers a better way forward, positioning your brand as a thought leader.
• Launch a User-Generated Content (UGC) Campaign: Create a simple, powerful hashtag related to your brand's mission. Encourage your users to share their success stories, challenges, or creative uses of your product. Feature the best submissions on your channels.
• Champion a Cause: Align your brand with a cause that resonates with your team and your customers. This could be supporting open-source projects, promoting digital literacy, or advocating for better work-life balance. Create content that authentically supports this cause, not just your product.

Top 7 Branded Content Campaigns Comparison

Campaign	Implementation Complexity 🔄	Resource Requirements ⚡	Expected Outcomes 📊	Ideal Use Cases 💡	Key Advantages ⭐
Red Bull's Stratos Space Jump	Very high; requires years of planning and legal/safety measures	Extremely high production and logistical costs	Massive global reach; viral live event; earned media worth millions	Large-scale event marketing; brand identity reinforcement	Unprecedented visibility; strong brand alignment with extreme sports
Dove's Real Beauty Campaign	Moderate; ongoing content series with consistent messaging	Moderate; production and community engagement	Long-term brand equity; emotional audience connection; viral content	Purpose-driven marketing; social cause integration	Strong emotional impact; positive social change; differentiation
Airbnb's "We Are Here" Series	High; quality video production and authentic story vetting	High; cinematic video and host coordination	Builds trust and emotional connection; drives bookings	Customer story-driven branding; community building	Authentic storytelling; highlights platform diversity and inclusion
Nike's "Dream Crazy" Campaign	High; integration of activism and multi-athlete narratives	High; partnerships with high-profile athletes	Strong brand loyalty; significant earned media; controversy management	Social activism marketing; bold brand positioning	Deep emotional resonance; brand authenticity; earned media
GE's "Unimpossible Missions" Podcast	Moderate; high-quality audio storytelling over series	Moderate; professional audio production	Brand positioned as innovative; entertainment-led engagement	B2B marketing; technology brand positioning	Subtle brand integration; cost-effective; builds affinity
Patagonia's "Don't Buy This Jacket"	Moderate; needs authentic, sustained message application	Moderate; content plus repair service integration	Strengthened brand loyalty; earned media; premium positioning	Purpose-driven contrarian marketing; sustainability focus	Authentic differentiation; aligns with environmental values
Always' "#LikeAGirl" Campaign	Moderate; social experiment with wide social integration	Moderate; video production and social media strategy	Viral reach; social impact; hashtag adoption; awards	Social empowerment marketing; gender stereotype challenge	Massive viral engagement; strong emotional connection; social acclaim

Turning Inspiration into Action for Your SaaS Brand

We’ve journeyed from the edge of space with Red Bull to the heart of social change with Always. The powerful examples of branded content we've dissected all prove a fundamental truth of modern marketing: the most effective brands don't just sell, they tell stories and build communities.

These campaigns transcend simple advertising. They tap into universal human emotions, champion powerful ideas, and create experiences that leave a lasting impression on their audience. For SaaS marketers, the landscape can often feel dominated by feature comparisons and ROI calculators, but the core lesson from these giants remains incredibly relevant. Your product exists to solve a human problem, and your brand has a story waiting to be told.

Key Learnings from the Best in Branded Content

Let's distill the core strategies we've seen into actionable principles. The most successful campaigns consistently demonstrate a few key characteristics that any SaaS brand can adopt, regardless of budget.

• Lead with Purpose, Not Product: Patagonia’s "Don't Buy This Jacket" and Dove’s "Real Beauty" campaigns succeeded because they were built on a foundation of authentic brand values. They took a stand, initiated a conversation, and invited consumers into a movement. Your SaaS brand's purpose is your north star for creating meaningful content.

• Empower Your Audience's Voice: Airbnb’s "We Are Here" series didn't rely on actors; it showcased real hosts. Nike’s "Dream Crazy" put the spotlight on athletes who defied expectations. The most resonant stories often come from your community. Your users, customers, and partners are your most powerful storytellers.

• Create Value Beyond the Sale: GE's "Unimpossible Missions" podcast wasn't a sales pitch for turbines; it was a fascinating exploration of science that entertained and educated its target audience of engineers and tech enthusiasts. Your content should aim to solve a problem, provide a new perspective, or offer genuine entertainment. This builds trust and authority that a simple ad never could.

Your Roadmap for Creating Impactful Branded Content

Feeling inspired is one thing; turning that inspiration into a concrete strategy is another. You don't need a stratospheric budget to start making an impact. The key is to shift your mindset from a purely transactional approach to one centered on building relationships through value-driven content.

Here are the immediate next steps you can take to apply these lessons:

1. Define Your Core Narrative: What does your brand stand for beyond its features? Is it innovation, community, simplicity, or disruption? Articulate this mission clearly. This will be the thematic foundation for all your branded content efforts.

1. Identify Your Audience's Passion Points: What does your ideal customer care about? What challenges do they face outside of their direct use of your software? Conduct surveys, interview customers, and analyze social conversations to find the intersection between their interests and your brand's values.

1. Start Small and Be Consistent: You don’t need to launch a Super Bowl campaign tomorrow. Begin with a high-value blog series, a customer-spotlight video series, or an insightful podcast. The key is to choose a format you can execute consistently and with high quality.

The world-class examples of branded content we've explored show that a brand becomes truly memorable when it offers more than just a product. It offers a point of view, a sense of belonging, and a story worth sharing. By focusing on authentic connection and providing genuine value, your SaaS brand can move from being just another tool to becoming an indispensable part of your customers' journey.

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