Brother

Branded Content That Clicked: How Brother Made Millennials Watch

Background

Budget-conscious consumers were turning to cheaper, third-party suppliers for their ink and toner products. Longtime print products brand Brother needed new ways to “imprint” with millennials.

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The Approach: Data + SFW Office Humor

We. research on TikTok revealed young professionals’ workplace pain points, which were transformed into a humorous sketch comedy series, The Cartridge Family. Created in collaboration with comedy influencers, the episodes brought the four ink cartridge colors CMYK to life as work colleagues who turn office scenarios into personal drama.

The Impact: Goals Crushed, Awards Won

In addition to being a 2x Webby Award nominee (Video – Best Series and Social – Best Content Series), the branded content had a 95.2% watch rate among the target audience. It crushed view (+150%) and impression (+257%) goals. And it refreshed the Brother brand as fresh and fun.

Branded Content That Clicked: How Brother Made Millennials Watch

Background

The Approach: Data + SFW Office Humor

The Impact: Goals Crushed, Awards Won

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