The current situation around branded content is pretty healthy in the US. There is major competition not only between the brands, but with individual content creators as well.

The team created a distributed media approach including: custom branded content, video seeding and social distribution. Majority of the campaign was done with two key media partners. One focused on content creation featuring talent with built-in audiences and the other focused native content distribution. The solution allowed us to create near native content and distribute it where the audience was naturally going. Additionally, social media Vloggers were commissioned to demonstrate the product to their massive YouTube audiences. The media approach allowed us to reach Millennial women natively without the friction and cost of traditional online advertising.

Overall, the campaign drove lifts in purchase intent (43%) and brand association (93%), garnered millions of earned social views and helped Garnier become the only brand to trend on the front page of BuzzFeed in 2014.

Other Highlights:

-1.85MM video views

-2+MM earned social shares