This Future of TV Briefing covers the latest in streaming and TV for Digiday+ members and is distributed over email every Wednesday at 10 a.m. ET. More from the series →This week’s Future of TV Briefing features a Q&A with Catalyst Brands evp and chief customer and marketing officer Marisa Thalberg about Aéropostale’s recent creator-led episodic series.
Brands are increasingly trying to make entertainment, not just ads. They’re enlisting creators and producing episodic series, sometimes simultaneously.
Case in point: Aéropostale. The clothing brand recently released the six-episode second season of its docu-series-style show “The Intern Diaries” on YouTube and TikTok. The show starred TikTok creator Deja Clark and promoted a clothing collection collaboration between the creator and brand.
Digiday spoke with Marisa Thalberg, evp and chief customer and marketing officer of Catalyst Brands, which licenses the Aéropostale brand from Authentic Brands Group, about the show, including the thinking behind its cross-platform strategy, its paid media approach and its budget.
This interview has been edited for length and clarity.
