At the SXSW Eco conference that wrapped up this week in Austin, branding firm BBMG joining forces with Adrian Grenier's sustainable lifestyle platform SHFT to announce a new branded content offering for organizations aiming to reach and engage what they call "aspirational consumers" - a fast-growing consumer segment that "cares about looking good, feeling good and doing good."
Launching with clients including Sprint, The Weather Channel and Recyclebank, the partnership "offers a powerful new approach to developing and delivering original branded content designed to disrupt and delight," both companies said in a statement.
“With SHFT.com we’ve always maintained that our content needs to be authentic, entertaining and inspiring," said Adrian Grenier, actor-filmmaker who co-founded SHFT with producer Peter Glatzer. “It can’t be didactic or altruistic. And in today’s mobile, multi-screen universe where TV consumption is on a real decline, content has to show up in new formats where this consumer lives, works and plays.”
Factors the companies say distinguishes this new offering include:
As BBMG wrote in an eblast announcement to constituents, "these days content is king and collaboration is queen."
Founded in 2003, New York-based BBMG lists other recent clients as adidas, Earthbound Farm, eBay, Eileen Fisher, Johnson & Johnson, L’Oréal Paris, MillerCoors, NBCUniversal, Ocean Conservancy, Samsung, Seventh Generation and Target. Details on BBMG's new research on aspirational consumers can be found here.