- Taking risks with new format: Rimmel took a risk and was one of three launch partners for C4 Shorts Platform on 4oD. The launch of this platform was a great response to the ever increasing demand for snackable, on-the-go content. What is truly amazing though is opportunity for advertisers to have their branded shorts amongst new and exclusive original shorts on the platform. This goes one step further towards blurring the lines not only between advertising and content but also between what is perceived by the viewer as branded content vs ‘genuine’ programming. Rimmel saw and seized that opportunity.
- Extending association with existing media property: Out of the launch partners’ series of shorts, I particularly liked Educating Binky because of the ‘spin-off’ approach used. Educating Binky sees Made in Chelsea stars Binky and Mark-Francis exploring iconic fashion eras, with focus on the looks of each era (which is where Rimmel fits in). Rimmel cleverly associated itself with a BAFTA winning reality series, extremely popular amongst Rimmel’s target audience and created, with c4, authentic content with great appeal for the fans of the show.
Tia’s contribution forms part of the latest report being compiled by BOBCM Curator Justin Kirby for the next edition of the Best of Branded Content Marketing. You can find out more about the report, the responses to date and even participate yourself here.