Brands are betting on creators to make their next hit series

Branded entertainment seems to be making a comeback. Call it marketing déjà vu. 

Over the past few weeks, brands like restaurant chain Cava, retail brand Hot Topic and wedding website Zola have each launched episodic content starring influencers and creators. All signs point to yet another attempt by brands to be part of culture rather than advertise around it. Maybe this time, with the bet on creators, it’ll stick.

“The ultimate goal is you want to become part of the narrative versus just getting somebody to drive [a purchase] in the moment,” said Simeon Coker, head of creative at Valerie.

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