Pitch Perfect: Insights from Bonnier News on Branded Content (E3)

Per Karlsson, Senior Pitch Director at Bonnier News, shares his perspective on the art of pitching branded content, exploring how to balance commercial ambitions with authentic storytelling while meeting evolving client expectations. Drawing on his extensive experience, he presents a detailed case study of the successful Go Live a Little campaign for Apollo, outlining the strategies that drove its strong performance and the key lessons learned along the way. keywords branded content, pitching, advertising, media, Apollo campaign, content strategy, AI in media, client relationships, industry trends, content marketing Chapters 00:00 The Art of Pitching Branded Content 02:18 Understanding the Role of a Pitch Director 03:52 Defining Branded Content: Clarity and Confusion 07:31 A Personal Anecdote: Lessons from a High-Stakes Pitch 10:40 AI in Branded Content: A Tool for Authenticity 12:12 Case Study: The Apollo Campaign 27:46 Measuring Success: KPIs and Outcomes 35:19 Lessons Learned: Challenging Client Expectations 37:12 Trends in Branded Content: Shifts in Client Expectations Appendix: Hemkop Tiktok: https://www.tiktok.com/@hemkop_sverige