The above video interview is from Internet Week in NYC.
Craig Bierley of Buick stopped by the Digitas NewFront and talked to us about the important role storytelling plays in Buick’s branded content strategy. He addresses the 3 pillars of Buick advertising, which includes culinary, culture and connected, and human achievement.
Buick is currently developing the 3rd pillar, human achievement, which focuses on inspiring human interest stories. Through experience and measurement, Buick found that by organically integrating a product into a story, consumers are less likely to fast forward through it than traditional advertising on broadcast television.
Bierley gives other great insights on the thought process that goes into marketing Buick as a down to earth brand. He also shares some interesting recent research data, talks about the importance of branded content, future developments for Buick, and other important elements, like distribution channels, that go hand in hand with a successful branded content campaign.
Check out Buick’s YouTube Channel for some examples of storytelling as branded content. Pay special attention to the ‘Discover Buick’ Tab.