{"id":58284,"date":"2023-09-15T13:03:41","date_gmt":"2023-09-15T20:03:41","guid":{"rendered":"https:\/\/www.creativecircle.com\/?p=58284"},"modified":"2023-09-15T13:03:41","modified_gmt":"2023-09-15T20:03:41","slug":"brave-new-world-of-branded-streaming-content","status":"publish","type":"post","link":"https:\/\/www.creativecircle.com\/blog\/brave-new-world-of-branded-streaming-content\/","title":{"rendered":"Brave New World of Branded Streaming Content"},"content":{"rendered":"<p>The ability to opt out of ads changed the advertising game and set the stage for a new era of branded streaming content\u2014here\u2019s why. The rise of new digital technologies that let audiences ixnay the ads\u2014from DVRs to cable networks and then the internet\u2014made it infinitely more challenging for brands to buy fame (aka get ROI from their paid TV advertising). Getting a brand noticed meant competing in the same arena as the entertainment companies\u2014which meant that brands had to up the ante.<\/p>\n<p>According to <a href=\"https:\/\/hbr.org\/2016\/03\/branding-in-the-age-of-social-media\">Harvard Business Review,<\/a> \u201cBMW pioneered the practice of creating short films for the internet. Soon corporations were hiring top film directors (Michael Bay, Spike Jonze, Michel Gondry, Wes Anderson, David Lynch) and pushing for ever-more-spectacular special effects and production values.\u201d These nascent digital efforts led brands to believe that delivering Hollywood-level entertainment content at the speed of the internet would garner huge, engaged audiences around their brands. \u201cThus was born the great push toward branded content.\u201d<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"TextRun Highlight MacChromeBold SCXW191087571 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW191087571 BCX0\">A Brief History of the<\/span><span class=\"NormalTextRun SCXW191087571 BCX0\"> Golden Bull<\/span><\/span><span class=\"EOP SCXW191087571 BCX0\" data-ccp-props=\"{}\">\u00a0<\/span><\/h3>\n<p><a href=\"https:\/\/www.redbull.com\/us-en\/\">Red Bull\u202f<\/a>is hands-down one of the most acclaimed branded-content success stories\u2014they transcended being a single-product energy drink company into a world-renowned multihyphenate brand with a particular focus on extreme and alternative sports\u2014we\u2019re talking\u202f<a href=\"https:\/\/www.redbull.com\/us-en\/discover\">TV<\/a>,\u202f<a href=\"https:\/\/www.youtube.com\/channel\/UCblfuW_4rakIf2h6aqANefA\">YouTube<\/a>\u202fchannel, magazine publications, radio,<a href=\"https:\/\/www.redbull.com\/us-en\/events?filter.countryCode=US&amp;filter.toggle.date=upcoming&amp;filter.toggle.live=all\">\u202flive events<\/a>, and\u202f<a href=\"https:\/\/www.redbull.com\/us-en\/collections\/films\">high-end documentary films<\/a>. They\u2019re doing it\u202fALL.<\/p>\n<p>Dietrich Mateschitz founded Red Bull in the mid-1980s, taking inspiration from functional energy drinks he discovered in East Asia. The launch of Red Bull heralded the birth of a whole new drinks category\u2014today, Red Bull has the largest market share of any energy drink product in the world and sold 11.58 billion cans in 2022. Welcome to the world of Red Bull!<\/p>\n<p>Red Bull found their customers and audience early in the game\u2014in 1988, they sponsored their first-ever sporting event, \u201cThe Red Bull Dolomitenmann,\u201d known as one of the most challenging relay races in the world. And through that, discovered that extreme sports are fueled by adrenaline, and that adrenaline could be fueled by (cue drum roll)\u2026Red Bull. They leveraged this first success into an empire built on branded content, which catapulted their brand into the stratosphere. And now, others are looking to replicate their success with their take on the branded content streaming game.<\/p>\n<p>&nbsp;<\/p>\n<h3>Enterprise Giant Enters the Streaming Branded Content Space<\/h3>\n<p>Sales enterprise software juggernaut Salesforce has just stepped into the branded content game in a big way with Salesforce+. The pandemic shifted the media landscape and how people consume content. The days of white papers in B2B settings had lost luster\u2014it was time to pivot.<\/p>\n<p>When asked\u202f<a href=\"https:\/\/www.salesforce.com\/news\/stories\/the-inside-strategy-behind-salesforces-new-streaming-service\/\">how the idea to enter the branded content game arose<\/a>, Colin Fleming, Salesforce\u2019s Senior Vice President of Global Brand Marketing, shared that \u201c\u2026people watching Disney+, the people watching ESPN+, are the same people watching Salesforce content in a business setting, so why wouldn\u2019t we follow that sort of direction? That\u2019s really the genesis of this idea.\u201d Salesforce\u2019s goal was to provide opportunities for professionals to hear and learn from inspirational trailblazers in their field\u2014and that people at multiple levels could have targeted content that would speak to where they are on their career journey.<\/p>\n<p>Salesforce already amassed a library of original content, like\u202f<a href=\"https:\/\/www.youtube.com\/c\/salesforce\">Leading Through Change<\/a>, <a href=\"https:\/\/www.youtube.com\/c\/salesforce\">The Inflection Point<\/a>,\u202fand\u202f<a href=\"https:\/\/www.youtube.com\/c\/salesforce\">Connections<\/a>; Salesforce execs took a long hard look at successes and viewer behavior before deciding to greenlight Salesforce+, their upstart, branded content strategy.<\/p>\n<p>When asked who Salesforce+ is for, Fleming replied, \u201cYou\u2019re going to see content within Salesforce about individuals that have gone from hairdresser to senior vice president; some incredibly impactful stories we think are really critical for us. You\u2019re just going to hear people tell their authentic stories.\u201d<\/p>\n<p>&nbsp;<\/p>\n<h3>FORTUNE Favors the Brave<\/h3>\n<p>FORTUNE decided to leverage its best-in-class business acumen and storytelling prowess by founding FORTUNE Brand Studio, dedicated to telling authentic, insights-led brand stories to influential global business audiences\u2014focusing on streaming video, digital, and social. Their mission? To help brands make their business better by crafting purpose-driven content\u2014tailored to\u202ftheir\u202faudiences\u2014that&#8217;s delivered the right way. FORTUNE Brand Studio has fueled many businesses&#8217; entrees into the streaming branded content space, working with Salesforce+, PayPal, Target, Boston Consulting Group, and more.<\/p>\n<p>In partnership with Salesforce+, they produced a series called <a href=\"https:\/\/www.salesforce.com\/plus\/series\/Ecopreneurs\">The Ecopreneurs<\/a>, a docuseries in which the production team traveled worldwide to profile pioneering entrepreneurs leading the charge on climate action. Within the first month, the premiere episode had amassed over 3.3 million views on YouTube alone. The idea? Drive engaged audiences to the Salesforce+ platform, where there are long-form articles on climate issues, animated infographics detailing data and insights, and exclusive interviews with ecopreneurs highlighting the mission behind their companies.<\/p>\n<p>With PayPal, FORTUNE Brand Studio produced a two-time Anthem Award-winning video focused on the company&#8217;s actions to close the racial wealth gap, where PayPal CEO, Dan Schulman, talks about PayPal&#8217;s commitment to creating structural changes to effectively fight racial inequality with the company&#8217;s partners, Samara Hernandez (founding partner of Chingona Ventures) and Bill Bynum (CEO of Hope Credit Union).<\/p>\n<p>&nbsp;<\/p>\n<p>__________________________________<\/p>\n<p>&nbsp;<\/p>\n<h3>Bottomline<\/h3>\n<p>Brands succeed when they break through culturally and generate cultural relevance. Digital media and technology have given rise not only to influential social networks\u2014they have radically transformed how culture works. If you are looking to maximize your impact and ROI with branded streaming projects, having the right team can help ensure success. Creative Circle can provide streaming content specialists that can help your content reach more people and get maximum results.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>About the author.<\/strong><\/p>\n<p>An award-winning creator and digital health, wellness, and lifestyle content strategist\u2014Karina writes, produces, and edits compelling content across multiple platforms\u2014including articles, video, interactive tools, and documentary film. Her work has been featured on MSN Lifestyle, Apartment Therapy, Goop, Psycom, Yahoo News, Pregnancy &amp; Newborn, Eat This Not That, thirdAGE, and Remedy Health Media digital properties and has spanned insight pieces on psychedelic toad medicine to forecasting the future of work to why sustainability needs to become more sustainable.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The ability to opt out of ads changed the advertising game and set the stage for a new era of branded streaming content\u2014here\u2019s why. The rise of new digital technologies that let audiences ixnay the ads\u2014from DVRs to cable networks and then the internet\u2014made it infinitely more challenging for brands to buy fame (aka get [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":58287,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[75],"tags":[],"class_list":["post-58284","post","type-post","status-publish","format-standard","hentry","category-employer-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.1 (Yoast SEO v25.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brave New World of Branded Streaming Content | Creative Circle<\/title>\n<meta name=\"description\" content=\"An influx of brands,\u202flike Salesforce and Fortune, have jumped into the world of streaming-adjacent\u202fbranded content and what this means for your company.\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brave New World of Branded Streaming Content\" \/>\n<meta property=\"og:description\" content=\"An influx of brands,\u202flike Salesforce and Fortune, have jumped into the world of streaming-adjacent\u202fbranded content and what this means for your company.\" \/>\n<meta property=\"og:url\" content=\"http:\/\/www.creativecircle.com\/blog\/brave-new-world-of-branded-streaming-content\/\" \/>\n<meta property=\"og:site_name\" content=\"Creative Circle\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/CreativeCircleStaffing\" \/>\n<meta property=\"article:published_time\" content=\"2023-09-15T20:03:41+00:00\" \/>\n<meta property=\"og:image\" 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