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In the third episode of the Vogue Business and GRIN master class on building brand endurance in the creator economy, Maggy Chan, managing director and executive vice president of global advertising and partnerships at NBC Universal, joins Amy Rollinson, senior advisor at Vogue Business, to explore how to recession-proof your content strategy. The company owns a wealth of intellectual property — from legacy films such as Jurassic Park to entertainment shows such as The Real Housewives — and works with talent across movies, news, entertainment and sports. NBC Universal also works with brands to utilise this portfolio through ads on both their own streaming platforms and through partner broadcasters.
An economic downturn sees both consumers and advertisers focusing on value for money, with many brands looking to cut ad spend in light of this. However, Chan warns against this: “Advertisers shouldn’t shy away from spending; it’s actually a great defence in times of economic difficulty.” In fact, as consumers prioritise time at home over spending on outings, and with 70 per cent of video consumption set to be through streaming in five years, according to Chan, home entertainment becomes key to reaching consumers. “High-quality advertising is not negotiable but doesn’t mean it has to be unaffordable,” says Chan.
For NBC Universal, stars from across its shows increasingly act as influencers, working with brands and movie studios to advertise and promote content, driving increased return on investment via high engagement across social media. Organic posts see amplification through engagement from other celebrities across NBC Universal, as well as through dedicated fan communities.
Whether partnering with Vanderpump Rules or Nintendo’s Super Mario Bros., advertising rooted in TV and film content, which taps into fan culture, has the potential to expand reach. Chan explains the benefits of this: “All fans are consumers — when brands go to embrace fandoms, they really experience the halo effect of a fan’s love for the content,” she says. “Luxury is about deep emotional connections, which is what media and entertainment is about.”
The company finds content rooted in storytelling resonates further with audiences and amplifies the brand story: “We’re in the business of emotions and connecting people,” says Chan.
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