Advertisement"It felt like it was more authentic," Andrea Brimmer, chief marketing and PR officer of Ally Financial, parent of Ally Bank, said of the decision to use the reality format.
In another recent example, H&R Block in February dropped "Responsibility Island," a limited series reality spoof based on the popular British reality dating show "Too Hot to Handle."
"It is the perfect escape; reality TV is a genre that just delights them."
Other brands like Neutrogena have lately co-opted the reality TV format for social media series.
Advertisement"To do a purely entertainment reality series is something you don't see every day," said Zoe Fairbourn, head of strategic partnerships and branded entertainment at Hello Sunshine.
Persons:
—, Emma Grede, Ashley Graham, Ally, Reese Witherspoon's, Andrea Brimmer, Andrew Brimmer, We've, it's, Jill Cress, Cress, Shopify, Zoe Fairbourn, Rick Parkhill, Block, Brimmer, Jill Kargman, Lara Spotts, It'll
Organizations:
Service, Ally Bank, Business, Ally Bank Brands, Procter, Gamble, Gen, National Geographic, Samsung, YouTube, Galaxy, Disney, Brand, Brands