The show also delivers against content and distribution goals for A+E's FYI, where the show will premiere this week. The network will explore multiple ways to distribute the show, per Christian Murphy, Head of Enthusiast Brands. "You can no longer solely rely on a strong linear platform and an original show or format -- you have to build a multi-content and multi-platform approach," he says. In addition, Murphy feels the product hits on two fundamental areas for A+E: "the importance of partnership and the need to innovate in this dynamic media landscape.
"A+E has always been strongly committed to being collaborative partners, but it has never been more important as we find new ways to engage audiences with compelling stories across multiple platforms," he adds.
The Knot's Amanda Goetz, Vice President of Marketing, and Nicole Vellucci, Vice President of Shopping Services of Bloomingdale's, joined Riess and me in studio to discuss how the topic and approach enabled seamless and authentic brand integration. The very compelling conversation (from the challenges of retail marketing today to leveraging the customer journey even with video content; from diverse career paths to, yes, bridesmaid dresses!) is available in its entirety via the MediaVillage Insider InSites podcast.
Listen here (or anywhere you subscribe and download your favorite podcasts: Spotify, iHeartRadio, GooglePodcasts, Apple, Stitcher and TuneIn). Below are key takeaways, edited for brevity and clarity.
E.B. Moss: Tori, describe how you developed this concept and what it means to brands like The Knot and Bloomingdale's.
Victoria Riess: While I was working on House Hunters International, I helped my sister and her fiancé weigh different wedding venue options [and got the show idea]. My wonderful producing partner at Anyday Collective, Damon Gambuto, enlisted the help of Todd Berger and Andy Marks -- who have long histories in creating branded content. I was very concerned about working in brands because you always want to be telling the most authentic stories you can. But by targeting brands that make sense in this wedding space and including them in the storytelling process from the very beginning, we were actually able to create brands that became intrinsic to the story rather than feeling forced fed.
Moss: So, Amanda, when I Do to the Venue said, "Have we got a show for you!" what happened?
Amanda Goetz: We thought, "This makes sense for The Knot because this is what we do on a daily basis" -- help couples make these big decisions. It was an organic representation of our brand. It was also an opportunity for us to market authentically to Millennials and Gen Z'ers who can call out an ad and know when you're trying to advertise to them, [especially with] our Executive Editor, Lauren Kay, serving as the host of this show.
Moss: And Nicole, what was the offer and opportunity for Bloomingdale's?
Nicole Vellucci: We were looking for a way to reach couples in a natural and authentic way without feeling like we're buying up ad space. And here comes Andy pitching this show. With the Bloomingdale's registry, it ended up playing out perfectly. Maria and Trey [the featured couple] came into the store and our consultants got to ask them personal questions about their lifestyle -- and helped exemplify how Bloomingdale's is there at important moments in your life.
Riess: Normally with branded content, you have your storyline figured out and then there's ad sales aiming to shoehorn a brand into the story, avoid competing brands or you're not allowed to show trademarks on television. With this model, I can put my couple in a place that makes sense, a real life setting because, as Amanda says, Millennials can sniff out an ad! We get to embrace the real role that brands play in our everyday life.