When Branded Content Isn’t Enough

What does reality TV have to do with selling shoes? Nine West has decided it needs to go beyond “branded content” and reach its audience through a YouTube channel. Channel 9 includes tips on style, makeovers, reports from fashion events, how-to videos, and two reality TV shows, one of which includes giving fashion advice to students ahead of their high school proms. Channel 9 also comes with its own Facebook page and Twitter account.

“We believe that a destination of this caliber is missing and will be welcomed by an audience that we know is actively consuming content across multiple digital channels,” Richard Dickson, president and CEO of parent company The Jones Group, was quoted in Internet Retailer.

The strategy seems to have had partial success as the channel has been viewed 40,000 times since launching two weeks ago.

You can read more about Nine West’s content strategy on internetretailer.com.

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