Session - STREAM Market 2016
Fairmont Miramar Hotel | Santa Monica, CA | June 6–7, 2016


Where Scripted and Branded Entertainment Collide

Tuesday, June 7, 2016
1:45 PM - 2:15 PM
Wedgewood Ballroom

Production company Shaftesbury/Smokebomb and brand agency shift2 teamed up with Kimberly-Clark's feminine care brand U by Kotex® to find out through branded entertainment: can a scripted YouTube series reach millennial women? Carmilla, the award-winning digital series, put a modern spin on the classic cult vampire novella by Joseph Sheridan Le Fanu and has generated 45 million views and counting. It's spawned not only a globally engaged fan base of the show, but also new, brand-loyal customers of U by Kotex® products. This case study will explore the evolution of brand integration in branded entertainment, the partnership between Shaftesbury/Smokebomb, shift2 and U by Kotex, and the expansion from working with Kimberly-Clark Canada to the company's US team for the broader North American market in Season 3.


Jay Bennett
SVP, Creative & Innovation

Denise Darroch
Brand Manager, U by Kotex®
Kimberly Clark Canada

Melissa Dennis
Senior Brand Manager, U by Kotex®
Kimberly Clark

Kaaren Whitney-Vernon
SVP, Branded Entertainment

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