Case Study: Brands as Content Creators

Digital media is in a state of perpetual evolution. Storytelling has become more important for brands in the saturated space of digital media. Now having to creatively capture and engage consumers with original and unfiltered content in an ever shorter space of time.

Purely promotional campaigns shared across multiple channels of communication are no longer sufficient to capture the attention of a targeted audience and therefore the rise on editorial content has come into play. In order to be successful, innovative brands have learned to communicate using language that echoes that of the consumer. Advertorials, usually saved for print media are now being consumed through TV, social media and further the digital spaces with collaborations between a brand and digital influencer being harnessed. To create further relative content to the consumer the rise on unbranded video content has grown exceptionally in the past few years.

Brands such as Kate Spade have started to craft original video content that speaks to a wide female audience. A narrative with a sassy, scatter-brained dialogue, and the exploration of modern Millennial problems such as dating, have been inspired by short Netflix series’ such as ‘Love’. Consumers aren't turned off by these advertisements, which act as a platform for moving merchandise. It is precisely because these brands are producing unbranded content that they resonate with the consumer so much.

Kate Spade’s #missadventure series has built a strategy to turn its video content campaigns into a sequence of episodes to influence the consumer to feel emotionally connected to the brand, while also encouraging the audience to return. These video campaigns also facilitate strategic product placement and represent a lifestyle by showing the consumers the way the products can become a part of their lives. Creating a fully integrated and exceptional content campaign.