ONLINE MARKETING TRENDS
Co-Branded Drama Series
Balmain and Channel 4 are introducing a first-of-its-kind co-branded venture between a fashion label and a broadcaster with Fractures, a short-form drama series starring singer-songwriter Jesse Jo Stark, Charles Melton, Tommy Dorfman and Ajani Russell. Over the course of eight-minute episodes, the series will be showcasing looks from the label’s Autumn/Winter 2021 collection.Fracture tells the story of a colorful cast of characters at Le Rêve Motel on the outskirts of LA, and the story can be found on Channel 4’s YouTube channel and as a box set in the UK on All 4. With this series and more in the future, Channel 4 is on a mission to boost digital growth and push the boundaries with the aid of premium brand partners.