Consumer crack, marketers’ dream

Wednesday, March 25, 2015
1:50 PM - 2:35 PM
Arcadian Court

Irresistible bite-size snacks of entertainment that audiences choose to watch and share. When done right, the webisode is an efficient way to engage – and target – consumers with your brand. But how to get it right? U by Kotex and Volkswagen have had big success with two very different approaches.

Kotex’s vampire web series Carmilla was able to pin-point their target and earn over 5.1 million clicks from an audience that was 91% female and three quarters in the coveted 18-34 demo. Denise Darroch, brand manager, explains how they hit the mark, how they integrated the branded content with the broader campaign, how they won viewers amid a plethora of entertainment options - and what they’re gaining from this approach.

Volkswagen, an iconic brand, has built on its rich history of memorable advertising with award-winning branded content. Volkswagen Canada’s Jordan Gracey shares the strategy behind standing out in an overly saturated marketplace and building deeper emotional connections with existing and target consumers via brand content. We’ll also see their latest, yet-to-be-released webisode work.


Randy Stein
Partner, Creative Director
Grip Limited


Denise Darroch
Brand Manager, U by Kotex®
Kimberly Clark Canada Inc

Jordan Gracey
Sr Manager Digital Marketing
Volkswagen Canada Inc

Founding Partners

Presenting Partner

Creative Partners

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