While marketers are trying to figure out whether or not original "branded" Web video provide a return on investment, some marketers including Kraft are seeing significant results, Ad Age reports today.
An original series for Kraft's Philadelphia cream cheese helped boost sales by some 6 percent, the trade magazine reports. The video series was part of a multi-million dollar brand relaunch. The campaign was called The Real Women of Philadelphia.
The campaign was created by Digitas/The Third Act, a Publicis unit. For an overview on the campaign and its implementation, we interviewed Christine Beardsell, VP/Group Creative Media Director.
We previously published this interview in June.