Branded Documentary: Cause Marketing's Best Media?
Procter & Gamble recently commissioned Flow Nonfiction to create a documentary film capturing one of its signature cause programs: Pantene Beautiful Lengths. PBL has donated over 272,000 ponytails for real-hair wigs to the American Cancer Society, and also generated significant ROI for the brand itself. How and why has the program succeeded in making good on doing good? Through communication innovation, like branded documentary film. Marketers and filmmakers, your union is at hand. Film-driven campaigns are setting a new standard of authenticity and ROI. PR and digital agencies are leveraging branded film assets through interactive, integrated campaigns -- building brand platforms and driving user-generated content. But how do marketers sell in films to clients? How do filmmakers and brand managers execute the process? How is branded content best leveraged? And does it actually deliver? This panel’s case study provides a 360 view - and best practices - from the campaign’s key partners.
Texas Monthly named David Modigliani one of the "next great Texas directors." His feature-length documentary, Crawford, about the tiny Texas town George Bush turned into the Western White House, was a spotlight premiere at SXSW 2008 and became Hulu's first film premiere. Modigliani has made national appearances on MSNBC and CNN to discuss his work and was featured in a recent Wall St. Journal article. As the Creative Director at Flow Nonfiction, Modigliani directs branded documentary films for socially conscious companies, including work for Tide Loads of Hope, Microsoft Bing, Downy, Texas Children's Hospital, and the Clinton Global Initiative. He has a BA from Harvard University and an MFA from UT Austin.
Lisa Pearson is the VP of Brand & Communications at Bazaarvoice.
She is a senior marketing specialist with over 20 years experience in marketing and public relations and is experienced in brand building, reputation management and cause marketing.
She has developed integrated campaigns for global businesses such as Dell, Johnson & Johnson and Procter & Gamble. A cause marketing enthusiast, she has been instrumental in building robust cause programs for iconic brands like Tupperware, Pepperidge Farm and Tropicana.
A semi-recent transplant from NYC, Lisa lives in Austin with her husband and two kiddos.
Sarah Montante is a brand lover, storyteller, marketer, and entrepreneur. Over the course of her career, she has worked with such iconic brands as Pantene, Herbal Essences, Harley Davidson, American Girl, Subway Foods, Andy Warhol, and Scholastic Books. She is currently a Brand Manager in Procter & Gamble’s Beauty Division, where she is charged with creating new brands and business models to drive disproportionate future growth. She holds a B.A. from Yale University and an M.B.A. from Harvard Business School.
I'm a PR executive by day, blogger by night. I oversee the Creative and Strategic Services team at DeVries Public Relations, an award-winning agency in NYC specializing in consumer PR. I've been doing public relations for 20+ years and am lucky to work with some of the world's best marketers, including P&G, Boston Beer Co., E&J Gallo and Pepperidge Farm. I'm also the wife of a Russian ex-ballroom dancer, and blog about the ups and downs of bi-cultural marriage at LiketheVodka.com.