Why brands like Anthropologie are commissioning creator-created shows instead of posts
Inside brands' move from booking creators to green-lighting shows.
Anthropologie has recently taken a unique approach to marketing by commissioning a creator-created show, rather than simply posting content. This decision has caught the attention of social media giant Instagram, with their VP of Product, Tessa Lyons, declaring the show to be one of her favorites. The show, titled Brooklyn Coffee Shop, follows the story of a barista with strong opinions about her customers.
The series won a Webby award this year, and its popularity among marketers continues to grow. Anthropologie went even further by hiring the show's creator, Pooja Tripathi, to write and lead their first micro comedy series set around a holiday party. This move has positioned Tripathi as a social showrunner, operating in a niche of the creator economy where more brands are beginning to explore.
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