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
