Adding to the list of brands putting content first, American Sportswear brand Gant is switching up its advertising strategy with the launch of its new YouTube-based talk show starring Craig Ferguson. The show, 'Couple Thinkers' is set to launch soon on YouTube.
The former The Late Late Show host, actor, writer and comedian Craig Ferguson and his wife, Megan Ferguson, will have the pair travel around the world as they explore a number of topics, with in-depth discussions with everyone from scientists to archaeologists while looking sharp with the ultimate shirtmaker.
Airing in 70 counties, the unbranded content sees the 70-year-old heritage brand move away from traditional advertising to a more content-focused video series via the YouTube platform, as part of an on-going push for content-based marketing. Gant said it chose YouTube as it is “widely populated” and “the most democratic channel,” with the show continuing from their "Never Stop Learning" brand ethos.
“We created this show with young curious professionals in mind – a group that is well-informed, open-minded and tech-savvy”, added Gant’s global marketing director Eleonore Säll, “We believe brands should dare to create content that is both entertaining and informative, content that people would genuinely like to watch.”
Gant has more than 500 stores globally and prides itself as being known as the ultimate shirtmaker.
What's Driving This Trend
- Retailer Talk Shows
- The trend of retailers creating their own talk shows featuring celebrities can lead to an increase in engagement and brand loyalty.
- Content-based Marketing
- As more brands shift away from traditional advertising and towards content-based marketing, the trend opens up opportunities for new and innovative ways of engaging with customers.
- Influencer Partnerships
- Partnering with popular influencers like Craig Ferguson can help brands increase their reach and build trust with their audience.
Who This Affects Most
- Fashion Retail
- Fashion retailers like Gant can adopt the trend of creating their own content to differentiate themselves and create a stronger brand identity.
- Media and Entertainment
- The rise of retailer talk shows presents opportunities for media and entertainment companies to partner with brands and produce engaging content.
- Technology
- Platforms like YouTube provide opportunities for tech companies to create products and services that enhance the content-based marketing strategies of retailers and brands.
