May 25, 2021

A-Cast Episode 20: Branded Content with Kaaren Whitney-Vernon

Why branded content may be the next big thing in marketing with Kaaren Whitney-Vernon

Show Notes

If you want to learn about how brands can use content to augment their marketing, connect with customers and expand their reach Kaaren Whitney-Vernon is one of the best in the world to learn from.

Kaaren is a keynote speaker with a passion for understanding where content and audiences are moving. As SVP of Shaftesbury XR she leads the Emmy award-winning immersive and branded entertainment division. Kaaren and her team create branded content stories and games in digital, virtual, augmented and mixed reality. She's also CEO/Founder of Shift2 – an agency that works with companies who want to reach millennials and drive profit by becoming executive producers of scripted, branded series

Kaaren has worked with companies like P&G, L’Oreal, Coca-Cola, Walmart, RBC and Nokia. In an engagement with Kotex, they produced the global hit digital series Carmilla that's gained over 100+ million views on YouTube which has spun into an entire entertainment brand unto itself.

Kaaren is also a judge for Experiential & Innovative Media of the Canadian Marketing Association and a member of the Forbes Agency Council.


0:37 – Intro to Kaaren Whitney-Vernon

3:42 – What is branded content?

5:36 – What’s new with branded content?

8:20 – Is branded content a replacement to traditional ad models?

10:58 – The RedBull content marketing commitment

12:53 – How leaders can succeed with a branded content program

15:30 - The importance of brand ID system in content marketing

17:30 – Where do you find funding for a branded content program

19:57 – How to think about KPIs for branded content

22:59 – How storytelling can help brands connect with purpose

27:05 – Don’t bet on viral, the importance of paid distribution for branded content

30:20 – The incredible partnership opportunity for branded content

32:12 – The opportunity for on-demand content consumption

33:55 – Aha moments: Audience First

34:53 - Aha moments: Telling stories across media

37:32 - Aha moments: Immersive audience experiences

42:52 - Aha moments: VR for strong emotional connections

49:26 – Two steps for building a branded content program

50:59 – The exciting opportunities in branded content

Listen Here: A-Cast Episode 20: Why branded content might be the next big thing in marketing with Kaaren Whitney-VernonSubscribe to the A-Cast on Spotify or Apple Podcasts. Follow Anstice Communications on Instagram, Facebook, and LinkedIn to stay up-to-date on the A-Cast and agency news.