Yes You Can (and Should) Create Brand-Funded Content During the Pandemic
Jordan Kelley, Content Director, BrandStorytelling.tv
At Home with Jennifer is a new, original production from Webby Award-winning host Jennifer Pate. The series, in addition to helping its audience make life adjustments during the novel Coronavirus Pandemic, is being produced in partnership with Henkel, incorporating multiple brands in the program with an eye on inbound marketing. At Home with Jennifer satisfies the needs of its target audience and the needs of its brand partner, all while conducting a safety-critical production.
Jennifer Pate is more than just the talent in At Home with Jennifer. She created and hosted the award-winning web series, Jen and Barb Mom Life. The series ran for five seasons and over 120 episodes, most notably with sponsorship from 48 brands. Pate’s experience at the intersection of understanding the needs of her core audience and working with brands has led her to a number of branded entertainment successes. She co-created and co-produced 3 seasons of the scripted comedy Single Life for Condé Nast and Glamour.com. She also authored the self-help book The Mothers of Reinvention; Reclaim Your Identity, Unleash Your Potential, Love Your Life, demonstrating her ability to tap into the needs of fellow moms and speak to them directly about those needs.
While working on Jen and Barb Mom Live, Jennifer connected with digital disruptor and video pioneer Matt Wasserlauf (currently CEO at Blockboard) to produce the show and the pair bonded over their love of storytelling. They reconnected when Jen had the idea for a show that would address the difficulties of mothers currently working to navigate the struggles of home life during a pandemic.
“We’re currently all home all the time” says Pate. “At Home with Jennifer is focused on finding joy in the moment we’re currently going through”. Subjects explored in the show revolve around creating household systems to reduce workload, seeking positivity in the little day-to-day things, and staying on top of it all while working through the effects of the Coronavirus.
Henkel, the series brand partner, came on board in large part due to Ken Krasnow (VP, Omnichannel Marketing, Henkel North America). Ken’s mission at Henkel is to leverage storytelling and the un