Introduction

Brands like e.l.f. and OkCupid are turning their own data into stories that grab attention. This content isn't just smart - it's unforgettable.

What’s the problem it solves?

Most companies sit on tons of internal data but don’t use it. This article shows how brands can turn that hidden data into powerful marketing content that people want to read, share, and talk about.

Quick Summary

The article explains how smart brands are using their own exclusive data to create viral, bold, and meaningful content. e.l.f. Beauty ran a campaign based on shocking boardroom data about men named Dick, turning dry statistics into a national conversation. The campaign worked because e.l.f. did the research themselves and delivered it with a clear message and strong style.

OkCupid did this long before anyone else. Through their OkTrends blog, they used dating data to explore human behavior, helping people understand themselves and society. This approach made OkCupid stand out in a crowded market without spending much on ads.

Spotify’s Wrapped is another great example. It turns a user’s personal music habits into shareable content, giving people an identity story they want to show off. Grubhub did something similar during elections by linking food orders to political leanings. The big idea: when a brand shares fresh insights no one else has, it becomes a voice people trust-not just another product.

Key Takeaways

• Internal data is a content goldmine when used right.
• e.l.f. used bold messaging and exclusive stats to make a cultural statement.
• OkCupid’s data blog built brand authority and boosted acquisition.
• Spotify Wrapped works because it personalizes content at scale.
• Grubhub turned food habits into political insights that media loved.
• Unique data helps brands stand out without paying for reach.
• Real insights build trust and are hard for others to copy.
• In a world full of generic content, original data is a major edge.

What to do

• Look inside first: Mine your own product, user, or company data for surprising patterns.
• Make a statement: Use your data to say something bold, relevant, or emotional.
• Tell a story, not just stats: Wrap data in a narrative people care about.
• Focus on shareability: Personal or cultural angles drive viral behavior.
• Repeat the process: Treat data content like a series, not a one-off campaign.
• Own the insight: Don’t copy trends-be the source others quote.
• Pitch it to media: Reporters love exclusive, research-backed stories.
• Plan around moments: Time your data drops to tie into news cycles or annual events.
• Be brave: Great data stories often challenge the norm or reveal uncomfortable truths.

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