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Kate Spade Continues Online Video Series
By: Dwayne W. Waite Jr.
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Throughout our years here at BMA, we have often exclaimed our appreciation for the short film in advertising. We love that it is a mixture of advertising and film, for it brings the best of both worlds for us. On one hand, you can get the expertise and the resources of Hollywood, and on the other, you get the strategy and product positioning from the marketer.

Talk about a deal.

We've looked at BMW, Prada, and others. Now, we bring our attention to Kate Spade as the brand, with the help of branded content company Caviar, to continue its episode series featuring Anna Kendrick. Episodes one and two premiered in September and November of 2014, and episodes three and four followed suit in 2015.

Below are two of the latest videos.

We love branded content because it tells a story with the brand being a part of it. It's not totally in your face. It's entertaining, and it can show the brand in a way that the consumer prefers to interact — by being entertained.

Anna Kendrick is a little quirky yet stylish, which it seems that Kate Spade thinks its audience appreciates.

Good work, Kate Spade; we hope it continues. Some things in AdLand may go away, but it seems that branded content online will not be in that mix.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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