Sweden-based fashion brand Gant is switching advertising strategy with the launch of Youtube-based TV show, premiering on 9 October.
Partnering with former The Late Late Show host, actor, writer and comedian Craig Ferguson and his wife, Megan Ferguson, a former art dealer, the unscripted show is titled Couple Thinkers and will follow the pair around the world as they explore a number of topics.
Airing in 70 counties, the long format unbranded content sees the brand move away from traditional advertising to content-based video via the Youtube platform, part of an on-going trend for content-based marketing. Gant said it chose Youtube as it is “widely populated” and “the most democratic channel”.
“We created this show with young curious professionals in mind – a group that is well-informed, open-minded and tech-savvy”, added Gant’s global marketing director Eleonore Säll. “We believe brands should dare to create content that is both entertaining and informative, content that people would genuinely like to watch.”
Gant has more than 500 stores globally. Last November, it opened a new concept store on London’s Regent Street.