This week’s Future of TV Briefing includes an insightful Q&A with Marisa Thalberg, the EVP and Chief Customer and Marketing Officer of Catalyst Brands, about Aéropostale’s creator-led series, “The Intern Diaries.” Here are some key takeaways:
Q&A Highlights:
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Changes in Season Two: The second season was aimed to feel more like a well-produced show rather than just social media content. A professional director was brought in, and the series had a structured storyline with a scripted and unscripted mix.
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Cross-Platform Strategy: The decision to film horizontally was to optimize the content’s presence on both YouTube, which functions as a stable video platform, and TikTok, which generates higher engagement. Each platform plays a unique role in audience outreach.
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Production Team Structure: A lean team managed the project, with collaboration between integrated marketing, creative, and social teams, alongside production support from Authentic Studios.
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Sales Performance: Although it’s too early for final numbers, initial reports indicate a strong reception to the Deja Clark collection launched during the series, compared to last year’s performance.
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Budget Considerations: While not disclosed in detail, Thalberg mentioned the series was produced affordably, costing them a low six figures overall, significantly lower than typical reality show budgets.
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Paid Media Strategy: To boost visibility, the series utilized paid media without losing its organic feel. The strategy also involved leveraging Deja Clark’s influencer status and family connections for wider reach.
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Future Prospects: Discussions are already in place for a potential third season with a focus on improving the storytelling aspect. The uniqueness of having a genuine internship program brings depth to the narrative.
Additional Insights:
- The article also highlighted broader trends in branded entertainment, how marketers navigate the changing landscape, and the intricacies of creator-based engagement.
What’s Next?
Thalberg emphasizes learning from each season to make future content even more engaging, proving that this innovative approach to marketing not only promotes the brand but also tells compelling stories that resonate with the audience.
