Branded Content Development
Branded Content People Choose To Watch.
HB develops brand stories from social and creator content to commercials, entertainment integrations, documentary, original series and full production programs, then builds the partner, production and distribution path that gets them seen.
6 YearsG2 Grant by Pilot on air
10,000+Partnerships built
250+Brand partners
Since 2007Building brand partnerships
Reviewed by Stacy Jones, Founder + CEO · Updated October 2026
Quick answer
Branded content is entertainment a brand funds, produces or co-creates, from films and series to music videos, podcasts and short-form video, that audiences choose to watch for its own value. Unlike product placement, the brand shapes the story and owns or shares the rights. Below is how Hollywood Branded builds it, followed by our complete library of 48 articles and 37 podcast episodes on the topic.
What HB Builds
Build The Content Around The Truth Only Your Brand Can Tell.
We start with the audience, the product truth, the cultural moment and the commercial job. Then we create the format, creative concept, talent or production package, production plan, distribution strategy and the marketing extensions that make it work far beyond the final cut.
Creative StrategyNarrative, format development and the concept that gives the brand a real reason to be in the story.
Talent + IP PackagingCreator, celebrity, IP and production packaging that brings an audience with it.
Social + Campaign ContentSocial, UGC, campaign, commercial and content-series development.
Branded EntertainmentDocumentary, branded entertainment and original-content programs.
Production + DistributionProduction management, distribution and platform sourcing so the work gets seen.
ExtensionsPress, retail, creator, paid-media and partnership extensions once the content exists.
How It Comes Together
Make The Idea Commercially Real.
A content program can start with a social post or a campaign video, then grow into creator programming, paid media, a retail story, a documentary, a production partnership or an owned entertainment property.
01Fast + SocialCreator content, UGC, social series, short-form video, paid assets and quick-turn cultural response.
02Campaign + CommercialCommercials, campaign film, branded video, product storytelling, launch assets and retail content.
03Entertainment + OriginalDocumentary, branded entertainment, original series, film, streaming, talent and production partnerships.
01PlaybookDefine the audience, product truth, commercial job and what success needs to prove.
02Radar (Awareness)Find the creators, productions, talent, properties and moments with real fit.
03Unlock AccessPackage the partners, rights, talent and production resources.
04ProduceDevelop, produce and deliver the content across the right formats.
05AmplifyDistribute through brand channels, paid media, creators, PR, retail and platform partners.
06GrowMeasure what moved and build the next, bigger chapter.
Proof
Content People Choose To Watch
Pilot Pen × The Kelly Clarkson Show
The G2 Grant By Pilot: An HB Idea Now In Its Sixth Year
Hollywood Branded came up with and executed the G2 Grant by Pilot with The Kelly Clarkson Show, turning a product partnership into a recurring on-air program. HB has kept the partnership going for six years, connecting it to Pilot's creator and back-to-school programs.
6 YearsRunning partnership
8.2MKelly Clarkson Show impressions
Freightliner × Cascadia Documentary
Hollywood Branded was hired by Freightliner to produce and obtain cable distribution for a documentary supporting the launch of the Cascadia. The story followed engineers who threw out the standard heavy-duty-truck playbook to build a more aerodynamic, quiet and safe truck. The innovation was the story.
Produced + distributed on cable
Pilot Pen × Mean Girls
Placement, licensing, co-branded product, commercial creative and influencer amplification worked together as one program.
Sold out on Amazon in 24 hours
Govee × OneRepublic "Dear Santa"
HB integrated Govee into OneRepublic's "Dear Santa" claymation holiday music video, which premiered in December 2023, putting the product inside a piece of entertainment fans chose to watch and share.
Music video integration · 2023
More on file
Bumble · first-ever linear ad + in-app campaignFear Factor: House of Fear · creator challenge contentTV Insider Hollywood (un)Branded Lounge · Comic-Con content capture
01
What Branded Content Is
How branded content differs from advertising and product placement, and how to plan content people actually choose to watch.
20174 Reasons Why Branded Content Is Better Than The Traditional Ad Spot→2023The Future of Branded Content Partnerships in Hollywood→2019Branded Content, Product Placement And Mistakes To Avoid→2019How Entertainment Is A Growing Market For Branded Content Media Advertisers→20194 Key Ingredients Of Branded Content: Trader Joe's Flawless Execution Case Study→
More on What Branded Content Is (16 articles)
- 2022Top 8 Ways To Leverage Branded Content Marketing
- 2022How To Utilize Branded Content To Tell A Story
- 2021The Power Of Journalism In Branded Content
- 2021Transmedia Storytelling As A Marketing Tactic
- 2024The Expanding Gaming Verse: A New Frontier for Transmedia Storytelling
- 2018Streaming Service Reduces Ads In Favor Of Branded Content
- 2017With Ad-Blockers On The Rise, Product Placement & Creative Content Are Key
- 2023Advertising in Disguise
- 2019Product Placement Is The "New" Commercial
- 2024The Cost-Effective Power of Content Marketing
- 2018Content Marketing Part 1: An Intro to Content Marketing And Why Brands Need It To Survive
- 2019How To #33: 4 Steps To Get Branded Video Content Created & Shared
- 2023How To Create A Content Strategy That Works
- 2021Creating A Content Marketing Strategy
- 2026What Education Taught Me About Brand Storytelling
- 2026How Hollywood Engineers Premium Perception - and Why Most Brands Get It Wrong
02
Branded Films, Series & Short-Form
Brand-funded films, series, microdramas and advertainment, and the brands that turned themselves into entertainment.
2021Branded Films: The New Way To Drive Engagement→2018Walmart's Smart Short Film Branded Oscar Campaign→2026Microdramas: Hollywood's Fastest-Moving Brand Partnership Model→2026Why Are Brands Racing Into Microdrama Marketing Right Now→2019Ads Directed By Filmmakers→
More on Branded Films, Series & Short-Form (14 articles)
- 2026Vertical Dramas: the short-form stories of today
- 2018Ads That Are Fake Movie Trailers By Brands
- 2018How A TV Ad Became A Movie: Top 5 Brand Partnerships With Uncle Drew
- 2026Greta Gerwig: Why Directors Are the New Brand Marketing Asset
- 2017How The LEGO Brand Has Become One Big Product Placement Success
- 2019Top Brand Partnerships With The Lego Movie 2: The Second Part
- 2023How TV Characters are Revolutionizing Commercials
- 2018Case Study Of Great Branded Content And Celebrity Endorsement - Jeff Goldbum and Apartments.com
- 2018Case Study Of Great Branded Content And Celebrity Endorsement - Judy Greer and Hilton Garden Inn
- 20213 Times You Saw Branded Content in CBS’ Survivor
- 2022Yellowstone Brands, Co-Promotions, and Branded Content
- 2019Four Commercials That Went Viral
- 2023Leverage Classic Christmas Films In Ad Campaigns
- 2020The Best Holiday Ad Campaigns of 2020
03
Music, Audio & Podcast Content
Music videos, songs, artist collaborations and podcasts as branded content.
2020How to Leverage Music Videos for Branded Content Partnerships→2023The Power of Music Video Integration→2022Top 10 Steps To Create A Successful Music Video Partnership→2023The Art of Product Placement in the World of Music→2026How Do Music Partnerships Build Brand Memory That Lasts?→
More on Music, Audio & Podcast Content (12 episodes)
- 2021Brand Commercials That Re-Wrote Popular Songs
- 2017The Rise of Advertainment in the Music Industry
- 2023How To Reach A Global Audience Through Music Video Partnerships
- 2024Maximizing Brand Impact: How to Navigate Music and TikTok Collaborations
- 2022How To Get Your Brand In A Music Video
- 2025Gaga, Telephone, and the Power of Product Placement
- 2026From Music Video to Cultural Touchstone: The Lasting Impact of Hayley Kiyoko’s Girls Like Girls
- 2019Case Study: Product Placement In 5 Music Videos [Infographic]
- 2022Fashion Brands And Product Placement in Music Videos
- 2020How To #34: Leveraging Podcast Advertising As Branded Content
- 20214 Keys to Consider When It Comes to Podcast Partnerships
- 2022Podcasters Becoming The Newest Influencers?
04
Hollywood Branded Branded Content Work
Content our team has built with brands and entertainment partners, and how the brands put it to work.
2024Branded Organization: Pilot Pen x The Home Edit→2024Client Spotlight: Govee’s Partnership with Nights of the Jack→2025From Script to Screen: Hollywood Branded’s Role in F1’s Brand Revolution→2024From Script to Screen: The Magic of Authentic Brand Integration→2020How To #28: 8 Ways Brands Share Product Placement Exposure For Sales→
More on Hollywood Branded Branded Content Work (3 articles)
05
From The Podcast
Episodes of Marketing Mistakes (+ How To Avoid Them), hosted by Stacy Jones, on content and storytelling.
EP 110Branded Content And Product Placement Strategy With Vatche Arabian | FLIR Systems→EP 320How To Utilize Branded Content To Tell A Story With Zack Slingsby | Human Factor Media→EP 278The Power Of Journalism In Branded Content With Ben Worthen | Message Lab→EP 68Branding At The Oscars - Walmart short form branded content→EP 354Harness The Power Of Creating Compelling Content With John Azoni | UNVEILD→
More on From The Podcast (15 episodes)
- EP 371Expert Voices: Storytelling for Impact and Influence With Jeff Bartsch | Story Greenlight
- EP 242How To Win The Content War By Pulling Instead Of Pushing with Lou Carlozo | Carma Productions
- EP 217The Importance of Strategic Storytelling with Lynne Golodner | Your People
- EP 208Sharing Your Brand Story with Jude Charles | JudeCharles.co
- EP 269Creating An Engaging Video Campaign With Guy Bauer | Umault
- EP 341Get the Most Out Of Your Video Messaging With Nathan Labenz | Waymark
- EP 223Creating a Content Strategy for Your Brand with Kristin Bryan | The Chef Sisters
- EP 338How To Create A Content Strategy That Works With Chris and Eric | Dynamic Duo Training
- EP 192Creating Audience Rapport in Content Marketing with Don Simkovich | So Cal Content Marketing & Media
- EP 297The Ever Changing Digital Content Landscape With Jeff Bullas | Jeff Bullas Show
- EP 22Marketing To The Beat Of Music Video Product Placement
- EP 36Repurposing Content From Social Influencers
- EP 67Branded At The Oscars
- EP 99Advertising Through Podcasts
- EP 105Creating A Podcast For Your Business with Stephen Woessner | Predictive ROI
Free resources
Go Deeper
ProofCase Study LibraryBrand partnership case studies across every category.Open →Free guideTalk Show PlaybookNine steps to a talk show integration that sells.Get it →Free videoAdvertising ChallengesHow entertainment marketing breaks through the clutter.Get it →All resourcesThe VaultEvery e-book, video and guide in one place.Open →
FAQ
What People Need To Know First
Do you produce the content in-house?
HB leads the strategy, concept, partner packaging and commercial logic, then connects the right creative and production resources for the specific format, budget and distribution plan.
Can a social campaign become a larger content program?
Yes. We can build a content ladder from social and creator assets into campaign film, commercial, branded entertainment, an event, an integration or a longer original-content program.
Can branded content involve talent, a production or an entertainment property?
Yes. The strongest work often connects a brand truth with an authentic creator, production, personality or cultural property.
How does content get distributed?
The distribution plan is part of the build: brand channels, paid media, creators, PR, retail, platform partners, entertainment properties or a combination.
What is branded content?
Branded content is entertainment or editorial a brand funds, produces or co-creates, such as a film, series, short-form video, music video, podcast or article, that audiences choose to watch, read or listen to for its own value. The brand presents or is part of the story instead of interrupting it.
How is branded content different from product placement?
Product placement puts a brand inside someone else's film or show. Branded content is made by or with the brand, so the brand shapes the story, decides where it runs and holds or shares the rights to it.
How is branded content different from advertising?
An ad interrupts what the audience came for. Branded content is what they came for. It earns attention with a story, humor or useful information, and the brand benefits from the time people choose to spend with it.
What formats work for branded content?
Short films, series, microdramas and vertical series, documentaries, music videos and artist collaborations, podcasts, creator-led social series and captured live events. The right format depends on the audience, the budget and where the content will be distributed.
How is branded content distributed?
Through the brand's own channels, paid media, creator and talent channels, PR and, for longer projects, licensing to streaming, network or FAST platforms. Distribution should be planned before production, not after.
Can a brand own or share in the entertainment it funds?
Yes. When a brand funds or co-finances a project it can negotiate ownership, backend participation and usage rights. Terms vary by deal and should be agreed before production starts.
How do you measure branded content?
Agree on the goal first. Common measures are views and completion rates, engagement, earned media and social conversation, search lift, brand lift studies and sales or traffic tied to the release.
Build The Story Your Brand Has Earned The Right To Tell.
Book a Brand Connect call with Stacy Jones, or enroll your brand, production, talent, property or idea free in [HB]Box.
Playbook → Radar (Awareness) → Unlock Access → Produce → Amplify → Grow
Proof Your Brand Is The Best
Branded content
Content people choose to watch.
Series, specials, music videos and social content built with brands, not interrupted by them.
Govee × Nights of the Jack
Govee × OneRepublic “Dear Santa”
Bumble × Throwing Shade
Pilot Pen × Fashion Star
Behind the scenes on set
Creator content studio