Luxury car manufacturer, Genesis, wanted to grow its visibility and communicate its brand DNA among the 'intellectually curious' across the globe.
CNN and Turner's video network, Great Big Story (GBS), built a new digital channel, Origins, dedicated to exploring the unexpected history of things, from design to food to pop culture.
A year-long partnership with Genesis branding integrated into the channel included over 50 editorial and branded content videos, featuring many stories emanating from Korea.
The branded content elements included videos that focused on the origins of Genesis and how the brand draws inspiration from Korea's legacy and heritage.
There is seamless and subtle brand integration through Genesis' sponsorship of the channel and individual videos. And then more presence in the branded content videos where Genesis and our values will be more central to the story.
Manfred Fitzgerald, SVP and Head of Genesis BrandView on Great Big Story
- 12m+ Origins video views
- +195k positive social actions*
- 46% in the market for a luxury vehicle^
Source: YouTube Analytics December 2016; Facebook Analytics December 2016; Omniture December 2016 (app data), *Like/love/smile/thumbs up/favourite action. ^Of the audience.