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Advertising Director, Cotton Incorporated
Interactive videos, an advertiser’s version of a “Choose Your Own Adventure” story, can deliver valuable data on consumer preferences and serve as engaging digital focus groups. Jill Orsini, advertising director of Cotton Incorporated, spoke with eMarketer’s Maria Minsker about what the company learned about its millennial audience through a recent interactive video project.
eMarketer: How did you incorporate interactive video into your marketing efforts?
Jill Orsini: Interactive videos became an extension of our Above the Line campaign and our “Your Favorite for a Reason” ads. The original campaign was about how people’s cotton items make them feel with that little extra breathability, easy wear and easy care.
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