In the world of brand marketing, storytelling is often touted as the secret ingredient for connecting with audiences. But when it comes to large-scale projects, like a global film series, justifying the return on investment (ROI) becomes complex. Unlike product-specific campaigns, the impact of a film series may not translate directly into immediate sales. Instead, it offers a unique, long-term value that can fuel brand loyalty, grow consumer interest, and create multi-functional content assets. Marc Bock, the Global Content Leader at Gore-Tex recently joined the Backcountry Marketing Podcast and discussed his experience working on a global film series, Breaking Trails. In the interview, he discussed how to produce relevant content and ultimately how to justify the expense. Listen to the episode
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To understand the value of a film series, it’s important to distinguish between the goals of short-term and long-term marketing strategies. Short-term campaigns may aim to push a specific product by driving consumers directly to a purchase platform. However, a global film series has a broader goal: it builds brand identity and emotional connection over time, influencing the future buying habits of consumers. As Marc puts it:
“If you would ask me... how many jackets do you sell with this episode of "Breaking Trails"? I could not answer that, because it’s not optimized for that. It’s not the objective. It should work for the brand in the long term.”
This approach often produces headaches for leadership because projects like these can be hard to quantify. Despite the examples of success in the outdoor industry, the decision to greenlight a film series can be hard to justify, especially as the outdoor industry is in upheaval. (Check out Fitz Cahall’s episode: “The Galactic Upheaval in Media” for a deep dive into this topic.)
However, beyond the brand wins that the series creates for the brand, Marc and his team have found ways to justify the expense in a much more direct way. Marc illustrates this concept:
“We just use it as a content production opportunity... The combination of all of that—using synergies, providing content for all channels, and using this content in the long term—justifies our investment.”
For example, footage from the film series can serve as digital assets for numerous marketing materials. Marc mentions that content appears in retail displays, trade shows, social media, film screenings, and consumer presentations —reaching audiences far beyond the original viewership. Gore-Tex makes the photo and video deliverables available for their agencies and internal teams alike so the brand extracts every ounce of value from the film, making the project cost-effective and impactful across various touchpoints.
A major advantage of producing a global film series lies in negotiating the rights to the content for an extended period, enabling brands to use the material for years to come. Marc notes that his team secures rights ideally for five years globally, This long-term accessibility means that a single film series can continue generating value, with no need for additional production costs.
Finally, Marc emphasizes that in their content strategy, the film itself is just one part of a larger ecosystem. While the film serves as the core narrative piece, the visuals and storylines it captures continue to generate significant “side effects” all while supplying the content needs of the other marketing functions. Through this process, Marc discovered that the film series could:
“Lower the costs overall because there’s no need to do an additional shoot for trail running or any other activity.”
A global film series may not deliver an instant uptick in sales, but its value is far more enduring and pervasive. By building emotional connections, providing high-value content for multiple channels, and offering a library of assets that last for years, a film series can be a cornerstone for brand identity and consumer loyalty. The next time your brand questions the ROI of such an undertaking, remember Marc’s words:
“The combination of all of that using synergies, providing content for all channels, and using this content in the long term, justifies our investment.” A film series isn’t just about a single story—it’s about building a reservoir of brand equity that can influence every corner of your marketing strategy for years to come.”
