Aiming for Authenticity with Branded Content
Adweek takes an in-depth look at branded entertainment and how it disrupts the traditional brand advertising model, using Upstairs Amy—the scripted branded content series produced by Shaftesbury in association with Interac® and Walmart Canada—as its case study.
Heather Loosemore, senior director of marketing communications for Walmart Canada, notes that millennials are too smart and savvy to be sold to using traditional approaches. Upstairs Amy, on the other hand, helps Walmart engage with their audience in a more authentic way.
Kaaren Whitney-Vernon, SVP of Branded Entertainment at Shaftesbury notes that infusing brand values into original content is what makes the concept of branded entertainment so exciting.
Read the full article to learn more about how Shaftesbury and its partners are engaging with digital-savvy audiences to deliver relevant content experiences.