Branded content is booming in the US across all business categories and all media channels. While, nearly every company is partaking in content initiatives via social and digital channels, it's tough to break through the clutter and really resonate. The content has to be really well done and contextually relevant (to your audience or to current trend) or there has to be a sizable media campaign driving awareness of, and traffic to the content initiative.

While few government imposed regulations exist barring branded content, the barriers of entry on the television side usually center around budget. Most networks, both broadcast and cable, require six-seven figure media buys on the network to integrate branding into an already established show or an original series. There are creative ways around this where the brand is truly adding value to the production or the storyline, but more often than not television will require a large buy-in.

Film works a bit differently, where integration opportunities often come down to the director's preference, though pledging an extensive promotional budget with the studio can greatly increase the exposure in content. Otherwise, the brand itself will have to raise enough money to produce and distribute the content.

We employed a new converged model to accelerate content distribution. Paid channels worked seamlessly with TNF’s owned platforms and PR to drive earned media value, develop strong partnerships and realize the core campaign KPI.

The North Face #Seeforyourself Cab films were released exclusively on Youtube. We cast our partners The Fader online, Outside Television and Clif Bar in production roles so that they were incentivized to share the content. This was a cost effective tool and meant we did not need media buyers.

The film was organically shared through publications including The Wall Street Journal, Men’s Fitness, Women’s Health, Complex Style, Stoked, Refined Guy, Gear Junkie and more.

Finally, The North Face utilized their own social channels.

The Agency employed a new converged model to accelerate content distribution and it worked. Paid channels worked seamlessly with TNF’s owned platforms and PR to drive earned media value, develop strong partnerships and realize the core campaign KPI with strong viewer engagement. We made people laugh, we made people cry, we made people choose – but most importantly we surprised everyday people and made them push their own limits.

With a combined 98MM+ impressions and a 97% response rate, to date The North Face #seeforyourself Cab series has been viewed 1,092,143 times with over 1 million of those amassed in the first month of release.