Introduction
In an era of ad-skipping viewers and fragmented attention, brand partnerships with popular television series have emerged as a powerful marketing strategy. This post examines how two hit shows—Netflix's "Emily in Paris" and HBO's "The White Lotus" - have revolutionised the brand partnership landscape, creating mutually beneficial relationships that extend far beyond traditional product placement. These collaborations offer valuable insights into the evolving relationship between entertainment content and brand marketing in a social media-driven world.
Case Study 1: Emily in Paris
Overview
"Emily in Paris," which debuted in October 2020, follows American marketing executive Emily Cooper as she navigates professional and personal challenges in Paris. Now in its fourth season, the show has established itself as one of Netflix's top-performing series globally, with its blend of fashion, romance, and marketing storylines creating an ideal platform for brand partnerships[1].
Brand Integration Strategy
"Emily in Paris," which debuted in October 2020, follows American marketing executive Emily Cooper as she navigates professional and personal challenges in Paris. Now in its fourth season, the show has established itself as one of Netflix's top-performing series globally, with its blend of fashion, romance, and marketing storylines creating an ideal platform for brand partnerships[1].
The show employs several integration approaches:
1. Narrative Integration: Brands like Baccarat appear as clients, with episodes built around marketing campaigns for their products, including a fictional perfume called "Heartbreak" that is actually available for purchase (€410)[11][16].
2. Visual Placement: Luxury brands such as Louis Vuitton, Porsche, and Rimowa make appearances throughout the show without explicitly being mentioned in dialogue[16].
3. Co-branded Products: The show has inspired licensed product collections with brands like Bath & Body Works, which created a holiday collection featuring over 50 products inspired by the Emily Cooper character[6].
Marketing Benefits for Partner Brands
1. Social Media Amplification
The show itself serves as a masterclass in social media marketing, with protagonist Emily using Instagram to build brand awareness for her clients. This meta-approach to social media (a show about social media that generates actual social media buzz) creates a powerful amplification effect for featured brands[2][7].The series demonstrates how social platforms drive engagement, with Emily's character explaining, "It is not just about followers, it is about content, trust, interest, and engagements"[2]. This philosophy translates to real-world benefits for partner brands, who see their products featured in highly shareable content across platforms where the show is discussed.
2. Brand Awareness and Repositioning
For established luxury brands like Baccarat, the 260-year-old French crystal company, appearing in "Emily in Paris" creates exposure to younger demographics. Baccarat's North America President noted this was the brand's first TV integration, stating it was "a wonderful opportunity, for those that may think of Baccarat as a fragrance brand, to introduce them to the world and the beauty of the Baccarat brand more holistically"[16].
3. Commerce Opportunities
The show has generated significant commercial opportunities through:
1. Direct Product Sales: Brands featured in the show often see immediate sales impacts, with viewers seeking to purchase items seen on screen.
2. Co-branded Collections: Partnerships with Bath & Body Works, Michel Germain Parfums, and Kipling have resulted in exclusive product lines that capitalise on the show's aesthetic and audience[6].
3. E-commerce Integration: The blurring of fiction and reality, as seen with Baccarat's "Heartbreak" perfume being available for purchase, creates innovative purchasing pathways[11][16].
4. Cultural Relevance
For luxury French brands seeking to penetrate the American market, "Emily in Paris" offers cultural translation services. By contextualising French luxury within American sensibilities (through Emily's perspective), the show helps brands like Vestiaire Collective and AMI Paris build relevance with U.S. consumers[16].
Case Study 2: The White Lotus
Overview
HBO's "The White Lotus," which began as a pandemic-era production set in a Hawaiian resort, has evolved into a cultural phenomenon spanning three seasons in different luxury destinations (Hawaii, Sicily, and Thailand). The show's satirical take on wealth and privilege, combined with its stunning resort settings, has created a perfect ecosystem for luxury brand partnerships[3][4][8].
Brand Integration Strategy
Unlike "Emily in Paris," where brands are often narrative focal points, "The White Lotus" takes a more immersive environmental approach to brand partnerships. The show itself becomes a lifestyle aspiration, with brands creating products that allow viewers to "check in" to the fictional White Lotus experience[4][9].What's particularly innovative about "The White Lotus" partnership strategy is its timing—brands are now planning collaborations before seasons air, rather than reactively capitalising on successful shows after the fact. As noted by industry observers, "This marks a shift from reactive sponsorships to meticulously orchestrated, immersive partnerships"[4].
Marketing Benefits for Partner Brands
1. Aspirational Lifestyle Association
The show itself serves as a masterclass in social media marketing, with protagonist Emily using Instagram to build brand awareness for her clients. This meta-approach to social Partner brands benefit from association with the show's luxury aesthetic. As one fashion campaign featuring actors Patrick Schwarzenegger and Shanina Shaik demonstrates, these collaborations allow brands to position themselves within the aspirational world of "The White Lotus"[18].
The partnership strategy leverages viewers' desire to experience the show's exclusive resort lifestyle. As one marketing expert explained: "By launching collaborations that bring the location and themes of the show to life, with a focus on the fictional resort's dedication to luxury, fans can immerse themselves in the world of the series"[3].
2. Extensive Product Development Opportunities
"The White Lotus" has inspired an impressive range of licensed products:Fashion Collections:
1. H&M released a 25-piece White Lotus-inspired capsule designed in collaboration with the show's costume designer[4][13].
2. Beauty Products: Supergoop! created a White Lotus-themed suncare kit, while Kiehl's released a limited-edition travel skincare set[3][18].
3. Home Goods: CB2 launched a 50-piece furniture and decor collection inspired by the show, allowing viewers to bring the resort aesthetic into their homes[13][18].
4. Experiential Marketing: American Express created exclusive White Lotus wellness retreats at Four Seasons hotels—the very locations where the show is filmed[4][8].
3. Pre-Release Marketing Momentum
What sets "The White Lotus" partnerships apart is their pre-planned, strategic nature. Brands secured deals before Season 3 aired, allowing them to build anticipation and capitalise on premiere excitement. This "represents a shift in how TV properties are monetised and how fictional worlds extend beyond the screen"[9].
4. Tourism Impact ("Set-jetting")
Perhaps the most significant benefit for location-based brands is the tourism effect, often called "set-jetting," where viewers book vacations to filming locations. After Season 1, Maui saw increased tourism, followed by Taormina, Sicily, with Thailand anticipated to be "this year's top destination"[9].
5. Multi-category Brand Ecosystem
The breadth of "The White Lotus" partnerships spans nearly every consumer category:
- Travel: Away luggage, Brunch hotel footwear
- Fashion: Bloomingdale's, Banana Republic, Abercrombie & Fitch, Camilla
- Beauty: Supergoop!, Kiehl's, Adlan Fragrances
- Home: CB2, Nest New York candles
- Food: Compartés chocolate
- Tech: Google Pixel
- Financial services: American Express
- Automotive: BMW[4][8][9][13][18]
This ecosystem approach allows brands to collectively recreate the complete White Lotus experience across all consumer touchpoints.
Conclusions and Recommendations for Brands
Key Insights from Deloitte's Research
The Deloitte Digital Media Trends report provides crucial context for understanding the power of these TV show partnerships, particularly in reaching younger audiences[15][19]:
1. Creator Influence on Viewing Habits: 56% of younger audiences watch shows or movies on streaming platforms after hearing about them from creators online, and 53% say they get better recommendations from social media than traditional sources[19][20].
2. Changing Content Preferences: 56% of Gen Z and 43% of millennials find social media content more relevant than traditional TV shows and movies, with many feeling stronger connections to creators than actors[10][15][19].
3. Attention Competition: Gen Z spends 54% more time on social platforms than average consumers, and 26% less time watching traditional TV content—roughly 50 minutes more on social and 44 minutes less on TV daily[5][15][19].
Strategic Recommendations for Brands
Based on these case studies and research findings, here are key recommendations for brands considering entertainment partnerships:
1. Prioritise Pre-planned Strategic Partnerships
The success of "The White Lotus" collaborations demonstrates the value of getting involved early. Brands should:
- Seek partnerships before shows air rather than reactively following success
- Work with studios during production to integrate authentically into storylines
- Develop multi-season partnership strategies that can evolve with the show[4][9]
2. Create Immersive Brand Extensions
Both case studies show the power of extending fictional worlds into physical products:
- Develop products that allow consumers to "live" within the show's world
- Focus on authentic connections to the show's aesthetic and values
- Create limited-edition offerings that generate urgency and exclusivity[13][18]
3. Leverage Creator Economy Amplification
With Deloitte's research showing the power of creators in influencing viewing habits:
- Partner with relevant creators to promote both the show and brand collaborations
- Create content that creators can easily share and discuss
- Design products and experiences that are inherently "shareable" on social platforms[19][20]
4. Build Integrated Ecosystem Partnerships
The comprehensive nature of "The White Lotus" partnerships shows the value of ecosystem thinking:
- Consider collaborative partnerships with complementary brands featured in the same show
- Create marketing campaigns that reference other partners within the show's universe
- Develop products that can be used together to create complete lifestyle experiences[8][9][13]
5. Balance Authenticity with Commercial Opportunity
The most successful partnerships maintain narrative integrity while creating commercial opportunities:
- Ensure brand integrations feel natural within the show's world
- Create products that serve both marketing and revenue goals
- Respect the creative vision while seeking commercial applications[4][16]
The Future of Entertainment-Brand Partnerships
As traditional advertising effectiveness declines and younger audiences spend more time with creator content, strategic entertainment partnerships represent a powerful marketing frontier. Both "Emily in Paris" and "The White Lotus" demonstrate how the line between entertainment and commerce is blurring in ways that benefit both content creators and brand partners.
The most successful future partnerships will likely be those that embrace the creator economy while maintaining creative integrity. As one industry expert noted about "The White Lotus" partnerships: "This is the new playbook. If the last decade was about big-screen, blockbuster brand tie-ins, the next will also belong to television as a sophisticated, culturally resonant marketing platform in entertainment. And the smartest brands are checking in early"[4]
By understanding these dynamics and implementing the strategies demonstrated by these case studies, brands can develop entertainment partnerships that resonate with today's audiences, drive business results, and create authentic connections in an increasingly fragmented media landscape.
