Earlier this year, Procter & Gamble and Walmart teamed up with NBC to produce original content in hope that viewers would buy more P&G products at Walmart. According to Ad Age, it was a good investment.
P&G spent $4.5 million alone on the production of “Secrets of the Mountain,” but the packaged goods king also reported a measurable increase in product sales and market share from the program.
Ad Age points out that as case studies for successful branded entertainment, “Secrets of the Mountain” and “The Jensen Project” have become the holy grail of how networks and marketers can use entertainment to achieve scalable audiences, measurable product sales and active fan communities.
