Video is an important part of the brand’s content strategy as Keurig invests heavily in all video formats—from television commercials to digital content on websites and social media. Their video strategy has been very successful to date, and Losson credits this success to the fact that they create content based on where it will be viewed.
“Our video content is always original, and we really take time to craft our messaging with the channel in mind and with an understanding of how that particular media will be consumed,” she says. “It has taken a lot of time to develop this approach, and I have a full team and creative agency working on video because it requires very specific knowledge.”
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