Why not all brands can Drive to Survive

I am a self-confessed documentary nerd. Whether it’s seeing the world through a celebrity's eyes, or following an Italian nonna in the remote hills of Italy, the human nature of the documentary is what fuels my appetite for the format. 

Is anyone outside of the industry actually watching them? 

And, now, brands have started to take note of the human appeal. With 47% of consumers now blocking ads, brands are having to think on their feet to discover new ways they can connect with an audience. 

Traditional ads are out, branded documentaries appear to be in. But, as beautiful and interesting as some of these brand docs are, is anyone outside of the industry actually watching them? 

Above: Netflix's show about Formula 1, Drive to Survive, is a golden example of a branded documentary. 

Inside our industry bubble it can be easy to think that these things are admired and enjoyed by the masses but, realistically, is Janet from Eastbourne really watching a 45-minute film littered with references to Jack Daniels? 

If we look at the golden example of a branded documentary, you can’t get much better than Netflix’s Drive to Survive series. It’s got human stories and it’s got drama. In our consumer brains, we often don’t associate sports with brands. This allows Drive to Survive to get away with the advertorial aspect and produce something of genuine cultural significance.

The brand docs that fall short are the ones that place too much emphasis on the sell, or have a tenuous link to the subject matter.

But not all brands get this opportunity. Before delving into documentary, it’s important that you assess whether your brand supports an organic storyline, like most major sports do. The brand docs that fall short are the ones that place too much emphasis on the sell, or have a tenuous link to the subject matter. They feel self-indulgent, like expensive passion projects that are ticking a format box. 

People either want to feel like brands are adding value beyond everyday expectations, adding to culture in a way that is genuinely interesting, or they want to forget they are being spoken to by a brand and just be entertained. 

Above: Patagonia's branded documentaries are often celebrated, but is anyone outside of Patagonia's existing customer base watching them? 

A brand that people often cite as the hero of branded documentaries is Patagonia. Their documentaries are beautifully made, showcasing different communities and championing filmmakers in the space. However, they’re very much preaching to the choir. Housed on their website, if you’re watching these films, it’s likely you’ve sought them out. The audience is already aware of your brand and are, likely, also purchasers. 

If you’re only speaking to your fans, you’re not exploring new ground that will win over new consumers. Sure, it’s great to honour your existing community and keep them engaged, but it’s essential you’re continually evolving and moving forwards to reach new audiences.

If you’re only speaking to your fans, you’re not exploring new ground that will win over new consumers.

Porsche and Jagermeister are housing their films online; the documentary format isn’t always fit for social or TV, so this can be a good option. Yet this massively minimises its reach. When relying on certain streaming services, you’re at the mercy of a multitude of algorithms that determine the exposure of your work.

The reality is, unless you’ve got a lucrative Netflix deal to tell organic stories, you’re unlikely to reach new audiences with branded documentaries. You’re asking the consumer to do extra work to get to the content. And, with audiences being bombarded with advertising, it’s going to be hard to cut through the noise.