This piece was originally published in Forbes.

The industry’s relentless addiction to performance marketing is fading and brand building is experiencing a renaissance. It’s a necessary shift for any brand that wants to survive in the modern age of marketing. But in 2024, brand building has transformed significantly from its pre-digital roots. 

Today’s landscape is crowded with ad blockers, ad-free platforms, and the overwhelming reality of over 5,000 ads vying for a consumer's attention daily. Mediocre content simply cannot compete, and content ignored is a waste of budget.

So how can brands connect with audiences who are increasingly resistant to traditional advertising? The answer lies in brand entertainment.

But First, What is Brand Entertainment?

Brand entertainment represents a shift away from direct advertising to a model where brands engage audiences as they would with a favorite TV show or film. It encompasses a broad spectrum of content— from feature-length films funded by brands aired in cinemas to short-form video series on streaming platforms like Roku. It's about creating content that entertains while subtly embedding brand messaging.

The Barbie Effect: A Paradigm Shift

The success of the Barbie movie marked a watershed moment for brand entertainment. It highlighted a move away from conventional advertising towards a more immersive and narrative-driven approach that boosts the bottom line. The success was anchored in Mattel’s willingness to hand over its brand to acclaimed director Greta Gerwig, who reimagined the story of Barbie with a focus on humor and connection. Post-Barbie, Mattel reported a revenue increase of $125 million.

Similarly, Netflix’s Drive to Survive, a documentary series exploring the world of Formula One, has exemplified how brand entertainment can captivate audiences and drive big business results. To create a show that worked, Formula One handed over unprecedented access to Netflix, allowing for narrative storytelling that humanized the drivers and added a bit of drama amidst stunning visuals. Since the show debuted, Formula One viewership has increased nearly 50% worldwide. Undoubtedly, this contributed to Disney’s decision to re-up its media rights deal with Formula One, reportedly agreeing to an enormous increase from around $5 million to $85 million per year. 

These headline-grabbing examples have helped stakeholders understand the tangible benefits of brand entertainment. As Marriott’s VP of Content Marketing, Annie Granatstein, noted at the Brandstorytelling Elevate retreat, the success of these projects paved the way for Marriott to launch its own series, The Power of Travel. This series profiles inspirational figures like sommelier Tahiirah Habibi, who founded The Hue Society to promote inclusivity in the wine industry.

Going Beyond the Big Names
A common concern about investing in brand entertainment is, “But we’re not Barbie.” While brands like Mattel, Formula One, Yeti, Nike, and Red Bull set intimidating benchmarks, successful brand entertainment is not limited to these giants.

Take Northwell Health, New York’s largest healthcare system. Northwell has leveraged entertainment to drive health awareness and boost its bottom line. The organization has produced five original series that garnered six Emmy Awards and an Academy Award shortlist. Recently, Northwell launched Northwell Studios, a new production company developing both scripted and unscripted content featuring its facilities, doctors, and patients. Chief Marketing and Communications Officer Ramon Soto explained, “Storytelling through film and television is a powerful way to spark crucial dialogue around societal issues, from gun violence to mental health.”

MilkPEP, which represents dairy milk processors in the US, has also harnessed entertainment to reshape perceptions of dairy milk. Its latest series, Dairy Diaries, follows comedian Vanessa Bayer as she explores modern dairy farming and sustainability practices. MilkPEP VP Miranda Abney said Dairy Diaries was able to use entertainment and education to challenge common misconceptions around the dairy milk industry, applying the comedic lens of Bayer to keep viewers engaged.Distribution

Considerations

With a myriad of options, distribution can be a daunting consideration. It should go without saying, however, that the single most important consideration to branded content is nailing the creative concept. Content should be developed with your strategy and objectives in mind, and built to reach the specific audience you want to engage.

Creative concepts must be meticulously crafted first. Then, you can think through distribution channels. Conduct thorough research and consult your agency partners to find the best home for your brand entertainment, and ensure you have a clear measurement strategy with your distribution partner.

The volatility in the media platform, publisher, and ad-buying ecosystem is creating an innovative opportunity for brands. For those willing to experiment with confident bets in the space, the return on brand is expected to be immense.

The Future of Brand Entertainment

Brand entertainment is not about imitating successful models like Barbie; it's about discovering how entertainment can authentically fit into your marketing strategy, creating uniquely compelling content, and showcasing it in the right space. By embracing the power of brand entertainment, brands can break through to ad-resistant consumers, driving deeper engagement, creating lasting impressions, and ultimately fostering business growth.